Marknadsföring av folkbibliotek – om fyra folkbibliotek i Kalmar län på väg mot visionen att bli Sveriges bästa biblioteksregion år 2010

Abstract

The aim of this Bachelor´s thesis is to describe the phenomenon of marketing. Four public libraries in the County of Kalmar have been studied in the aim to obtain information on their current marketing in the autumn of 2004, as well as their view of marketing and its signification in connection to a vision that the Regional Library in Kalmar has established. The vision is that the County of Kalmar is going to be the best Region of Libraries in Sweden in the year of 2010. Target markets for the vision is the general public, students and entrepreneurs. The study has done a landing at an early stage of the vision, the starting point of which was in the year of 2001. The method used has consisted of interviews with four chief librarians of public libraries, and also an interview with the Chief of the Regional Library in Kalmar. The results of the study have shown that these public libraries do not use any marketing planning. Therefore they lack a complete grasp of their marketing. Even the marketing of the vision lacks marketing planning. This results in a gap between the management and the library personnel. Among the key questions has been how to measure “best” and also if the libraries are ready to meet the needs of the entrepreneurs, a totally new target market for these public libraries. Until the time of our study, the chief librarians have been quite content with the marketing of the vision to the politicians, but displeased with the marketing to the library personnel.