Abstract
Marketing is a specific philosophy of operation and the way of perceiving thebasic principles that should be followed by present-day business and service enterprises. The process of adaptation of marketing for library purposes has been observable in Poland since the 1990 s. Partnership marketing has been growing particularly important in the domain of libraries: its essence consists in developing and maintaining ties with market participants, i.e. customers and other partners of a firm. The present article discusses the importance of relationship marketing in the operation of public libraries, which is oriented towards small mina (commune) libraries. Nowadays, these institutions were compelled to appropriately identify customer needs and to properly satisfy them. High competition on the services market and the necessity of retaining customers makes it necessary to apply marketing principles in their activities. In order to survive and be successful in the present-day world small communal libraries have to conduct activities in cooperation with all kinds of partners, developing permanent ties with them and their customers. The conscious or intuitive application of the principles of partnership marketing brings specific benefits to libraries. This is usually a reduced risk of losing customers, and an opportunity to gain new ones.
Highlights
Marketing is a specific philosophy of operation and the way of perceiving the basic principles that should be followed by present-day business and service enterprises
The present article discusses the importance of relationship marketing in the operation of public libraries, which is oriented towards small mina libraries
Długoterminowe trwałe więzi, jakie łączą te placówki, przede wszystkim z użytkownikami, często decydują o tym, że biblioteka „nadal jest w grze”, mimo spadającego w kraju poziomu czytelnictwa
Summary
Marketing is a specific philosophy of operation and the way of perceiving the basic principles that should be followed by present-day business and service enterprises. W artykule autorka postanowiła przyjrzeć się możliwościom wykorzystania zasad partnerstwa i marketingu partnerskiego w działalności małych bibliotek gminnych. Charakterystyczną cechą współczesnego marketingu jest dostrzeżenie klienta indywidualnego i potrzeby bliższych z nim więzi, które mogą łączyć nie tylko ludzi, ale również organizacje i ich klientów[2].
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have