Marknadsföring av akademiska bibliotek - en jämförande studie mellan Sverige och England

Abstract

This thesis conducts a comparative study between two academic libraries, one Swedish and one English, in order to analyse if different funding systems influence the marketing of their services. The theoretic foundation is built on relationship marketing, which emphasises the importance of creating and maintaining relationships. A qualitative approach has been used through the use of case studies, with semi-structured interviews being held with library staff and managers in both countries. In addition to these interviews strategic plans have also been analysed. The result from the study shows that whilst there are some differences between the two university libraries there are also similarities, which indicates that it is not clear if different funding systems have an impact on the marketing of the services.