Marketing Strategy in Library and Information Services

Abstract

Service activities are increasingly developing and contributing to the development of other sectors. The
relationship between brand and quality is clearly visible in the marketing of services that puts the focus on corporate
identity. Services are different from products because they are unique, intangible and co-produced with the customer.
Libraries are viewed and analysed from the aspect of marketing services. The purpose of this paper is to analyse and
discuss the marketing strategy in Library and Information Services. We see libraries as a social phenomenon from the
aspect of marketing in culture. Libraries are a product of society. Their fundamental function is to encourage
functional literacy, i.e. learning. To achieve this, libraries must follow ICT but also apply the basics of corporate
marketing to build identity and image. The marketing strategy in libraries starts with the importance of employees, as
well as consumer experience. The paper analyses the role of the library as a recognizable symbol of social culture and
the strategy of creating a library identity. The analysis starts from the creation of library culture and identity, i.e. the
perception of employees as service provider and consumer image. The theoretical models for corporate marketing in
library services are Balmer's AC4ID Test, Griswold's Cultural Diagram, and Klaus and Maklan's EXQ model. In
addition, culture is being considered as the identity of a modern society from the aspect of marketing in culture. A
society that has developed literary culture is considered civilized and advanced.