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master's thesis
Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2024. urn:nbn:hr:131:259846
Markalaus, Kristina
University of Zagreb
Faculty of Humanities and Social Sciences
Department of information and Communication sciences

Institutional repository: ODRAZ

Cite this document

Markalaus, K. (2024). Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:259846

Markalaus, Kristina. "Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:259846

Markalaus, Kristina. "Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:259846

Markalaus, K. (2024). 'Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:131:259846

Markalaus K. Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2024 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:131:259846

K. Markalaus, "Marketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:131:259846

Metadata
TitleMarketing knjižnice na primjeru Pučke knjižnice i čitaonice Daruvar
Title (english)Library marketing on the example of the Daruvar Public Library and Reading Room
AuthorKristina Markalaus
MentorRadovan Vrana (mentor)
Committee memberDenis Kos (predsjednik povjerenstva)
Committee memberMonika Batur (član povjerenstva)
Committee memberRadovan Vrana (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of information and Communication sciences)
Zagreb
Defense date and country2024-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Library Science
Abstract
Za opstojnost knjižnica i privlačenje novih korisnika u knjižnice ključno je ponuditi korisnicima ono što je njima u danom trenutku potrebno, stoga knjižnice moraju osmisliti aktivnosti koje će dobro korespondirati tim potrebama i kontinuirano raditi na zadržavanju postojećih korisnika, ali i privlačenju novih. Kako bi se privukli novi korisnici, knjižnice neprestano moraju osmišljavati nove načine kako to postići. Stoga je pored strateškog plana poslovanja, važno imati i dobar marketinški plan. U će se definirati osnovni pojmovi marketinga i marketinškog procesa i promocije. Istaknut će se specifičnost neprofitnog marketinga i važnosti provođenja marketinških aktivnosti u knjižnicama. Također, rad će se osvrnuti na pojedine oblike marketinške komunikacije i promocije. Velik dio rada posvetit će pažnju radu Pučke knjižnice i čitaonice Daruvar koji će poslužiti kao primjer malih narodnih knjižnica koje primjenjuju neke načine marketinške komunikacije i promocije primjenjive na knjižnice. Primjer ove knjižnice koja je specifična po tome što u svom sklopu ima i manjinsku knjižnicu, poslužit će kao dobar uvid u to gdje su male knjižnice danas i gdje još postoji prostor za napredak.
Abstract (english)
For the survival of libraries and attracting new users in libraries, it is crucial to offer users what they need at a given moment, therefore libraries must design activities that will correspond well to those needs and continuously work to retain existing users, but also attract new ones. In order to attract new users, libraries must constantly come up with new ways to achieve that. Therefore, in addition to a strategic business plan, it is important to have a good marketing plan. This paper define basic terms of marketing and the marketing process and promotion. The specificity of non-profit marketing and the importance of marketing activities in libraries will be highlighted. Also, the paper will refer to certain forms of marketing communication and promotion. A large part of the work will pay attention to the work of the Public Library and Reading Room Daruvar, which will serve as an example of small public librarie that apply some methods of marketing communication and promotion applicable to libraries. The example of this library, which is specific in that it also includes a minority library, will serve as a good insight into where small libraries are today and where there is still room for improvement.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:131:259846
Study programmeTitle: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology
Course: Library Science
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra bibliotekarstva (magistar/magistra bibliotekarstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-07-16 17:26:32