Special feature : Marketing of Libraries. Marketing of Libraries |
| Haruki NAGATA (University of Library and Information Science. Faculty of Library and Information Science) |
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Abstract : Poor collection, budgetary and staff shortages, and serious competition from mega bookstores, document delivery services, and online information service providers are some of the problems facing most libraries today. In light of these developments, a new strategic plan for the future of libraries must be formulated. This article investigates some critical issues regarding current library marketing including a description why library market management has not succeeded in the past. Also, the service marketing is identified as the most important area in library marketing, and marketing mix for library service is considered. |
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Keywords : Library Management / Service Marketing / Service Quality / Marketing Mix |
Special feature : Marketing of Libraries. Ulla de Stricker's “Marketing with a Strategic Planning" |
| Kyoko TOYODA (JP Morgan, Business Research Center) |
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Abstract : This is to abridged and translated from Ulla de Stricker's “Marketing with a Capital S : Strategic Planning for Knowledge Based Services", which appeared in the February 1998 issue of Information Outlook (Vol.2, No.2) with permission from the Special Library Association, www.sla.org. As information technology proliferated, information center can no longer be isolated in the organization. Ms. de Stricker stressed the importance of strategic planning which must be closely aligned with that of the entire organization, collaborate with the IT division, and meet stakeholders' priorities. This is the key for information center to achieve the future success to become the organization's knowledge base. |
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Keywords : Marketing / Strategic Planning / Stakeholder Priorities / Promotion / Information Center / Library / Knowledge Base |
Special feature : Marketing of Libraries. Public Library and Marketing : a case of Urayasu Public Library |
| Ryo TOKOYODA (Urayasu Public Library) |
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Abstract : In U.S.A., etc., the marketing theory is going to be introduced on the operation of what is not only industrial world but also called nonprofit organizations such as executive agencies and NPOs. As practice example of the marketing in the public library in Japan, the Urayasu Public Library is taken up.In this library, concepts of the service as a library are tried in order to give universality and consistency. And, frequent using publicizing as a promotion is carried out, while the requirement for the user is analyzed in the investigation by frequently carrying out various research. |
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Keywords : Public Library / Marketing / Urayasu City / PR |
Special feature : Marketing of Libraries. Marketing for new services in academic library |
| Yasuki KANEKO (Mita Media Center, Keio University) |
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Abstract : Discussion about the adaptation of the marketing theory for new services of academic libraries. It notices the changing in an information environment of academic libraries, and what kind of new services are. And this is discussing its basic theory to the evaluation of such new services. |
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Keywords : Academic library / Marketing / Product mix / Product item / Strategic Service Planning |
Special feature : Marketing of Libraries. Introduction ; The Governance and Relationship Marketing in Special Library |
| Kaname TAKAMORI, Masashi YAMADA, Shunichi MIYOSHI (Nomura Research Institute, Ltd. Information Resource Department Knowledge Management Service Group) |
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Abstract : With the spread of Internet and Intranet, the existence significance of special library has a turning point. In American and European special libraries, many reforms have already executed under the concept of “Knowledge Management" and “Cultivating Customer Needs". In NRI, we have been starting some drastic reforms since Knowledge Management Service Group was established last year. The purpose of this study is that we gather up progress of the reform as a part of result and try to show the governance and relationship marketing in special library as a preliminary essay. |
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Keywords : Governance / Relationship Marketing / Special Library / Knowledge Management |