Στρατηγικές που στοχεύουν στην προβολή και το μάρκετινγκ ανάδειξης των βιβλιοθηκών

Abstract

Information organisations and, more specifically, libraries must be adapted and adaptable with the ultimate aim of fulfilling the wishes of their visitors. The advent of the internet combined with its rapid growth have triggered the attraction of more and more visitors. Libraries from a very early age realized the necessity of marketing rather than their non-profit nature. They knew that if they wanted to attract more state funds and donations they had to project their image outwards. Applying marketing to cultural and non-profit organisations is a difficult process. The internal organization and the vision of a cultural organization are far from that of a for-profit organization. In the 21st century, however, even non-profit organisations, if they wish to continue to offer and at the same time be able to survive, it is necessary to adopt an extroverted and more competitive image. In order to achieve this goal it is necessary to adopt marketing techniques. With the application of marketing techniques it aims to increase both profits and visitors. Applying marketing techniques requires proper preparation to be successful. Some of the most effective techniques, still in non-profit environments, are SWOT analysis, PESTEL analysis and marketing mix application (4ps &7ps). SWOT analysis is a widespread technique for determining the strengths, weaknesses of the internal environment, opportunities and threats to an organization's external environment. The PESTEL analysis focuses exclusively on the analysis of the external factors of a cultural organisation. Its acronym comes from the words Political, Economic, Social, Technological, Environmental and Legal. The adoption of modern and widespread marketing techniques adapted to suit the culture of each organization will effectively help cultural organizations to establish relationships of trust with their visitors.