• Journal of Korean Library and Information Science Society
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• v.45 no.3
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• pp.249-270
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• 2014

The purpose of this research is to suggest a library marketing model. To achieve the study purpose, this research adopted content analysis methodology. The research papers relating to the subject library marketing were analyzed using qualitative content analysis method. In addition, the study result was revised through the comparison with the general nonprofit marketing process model. As a result, library marketing model was proposed. The final library marketing model was composed of the following elements: 1)Customers(Library users), 2)Internal environmental changes, 3)External environmental changes, 4)Set library marketing goals, 5)Various library marketing strategies, 6)Specific marketing strategy tactics, 7)Implementation of the tactics, 8)Evaluation, 9)Positive evaluation result, 10)Negative evaluation result, 11)Customer satisfaction, 12)Increased library usage rate. and 13)Establishment the positive social value of library.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.24 no.3
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• pp.157-180
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• 2013

With increasing interest in content marketing, SNS (social networking services) has become more popular as a method of library marketing, both at home and abroad. Accordingly, this study analyzed the operational status and problems of library SNS marketing, in an attempt to find ways to optimize its use. Results show that librarians' opinions of library marketing and library SNS marketing were very high, but the problems they faced included a lack of human resources dedicated to marketing, lack of marketing education, a lack of content to upload each week, and low numbers of contacts on social networking sites. To further develop and optimize library SNS marketing, five solutions were suggested based on the survey results: first, composing an intensive managing team for effective SNS operation; second, providing different levels of marketing training to decrease the librarians' mistakes; third, updating data continuously; fourth, providing information and services users need; and lastly, clearly identifying each channel's active operation goals.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.335-351
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• 2007

In the knowledge-based society of 21st century, special libraries face intense competitive environment. So they need to do 'library marketing' aimed at the organizations which they belong to and customers whom they serve for their survival and success. This study suggests the concept of 'library marketing', the cases of 'library marketing' at home and abroad, and concrete marketing management strategies for special libraries in Korea.

• Journal of Korean Library and Information Science Society
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• v.39 no.1
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• pp.169-194
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• 2008

Library marketing is increasingly becoming a crucial part of library management as it allows libraries to analyze its customer base and their needs, develop library products and services customized to such needs, and actively promote those new developments to customers. To realize those steps, we need a competent marketing librarian. This study aims to define the role of marketing librarians and their required capacity to develop and execute effective library marketing strategies, and it also suggests training methods to foster marketing librarians.

• Journal of the Korean Society for information Management
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• v.28 no.1
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• pp.105-122
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• 2011

Library marketing receives an attention as one of the methods to vitalize library use and to improve the value of libraries. In this study, librarians' perceptions of library marketing and PR were surveyed. The study also examined various library marketing and PRs that are practiced by special libraries via their web sites. Research library web sites were analyzed using a analytic tool that is composed of four categories and 19 sub categories, which is derived from the previous literature. The four major categories include visibility, fundraising, & networking, information, and communication. The findings of the study offer some suggestions for Internet marketing strategies that can be applicable to digital libraries.

• Journal of Korean Library and Information Science Society
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• v.38 no.2
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• pp.373-397
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• 2007

The purpose of this paper is to discuss marketing strategies for school library. The writer divided marketing environment of school library into macro-external environment, micro-external environment, substantial environment, and operational environment. And analyzed characteristics of four target audiences-school administrator, teachers, students, and parents and local society-for school library marketing and suggested approach strategies to each target audiences. Four communication strategies of school library media specialist for effective marketing are discussed ; administrative communication, behavioral communication, cooperative communication, and social communication.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.28 no.1
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• pp.143-165
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• 2017

This study aims to examine the effect of students' library after-school activities on the students and the school library from a marketing perspective and to recommend marketing strategies for school libraries. For the purpose, a questionnaire survey was conducted at nine middle schools in Seoul and Gyeonggi Province, and a series of statistical analyses with the survey data was performed in order for hypothesis testing. The results suggest that the effects of the school library marketing including customer loyalty were influenced by the student assistants' activities such as internal and experiential marketing factors. Furthermore, the activities of student library assistants can be linked to word-of-mouth marketing. Based on the results, ways to use student assistants in school library marketing are suggested.

• Journal of Korean Library and Information Science Society
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• v.51 no.1
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• pp.21-41
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• 2020

This paper aims to propose ways to promote SNS marketing at school library sites with case study analyses in school libraries. To this end, in-depth interview was conducted with 10 Teacher Librarians who had used SNS in library operation and an in analysis was made of the operation status, motives and objectives, strategies and performances of the school library's SNS marketing. According to the study, most Teacher Librarians were found to be using SNS such as Facebook, Instagram, Kakao Plus Friends and so on in an attempt to improve accessibility and utilization of the library resources first. Not only that, they used SNS for the purpose of communicating with users while increasing the number of visitors and identifying the needs of users. The messages provided through SNS are information on school libraries and their reading programs, and the target market mainly involved their students. Based on the above research results, measures to promote SNS in school libraries were discussed, including the need for marketing consultative bodies, expansion of SNS targets, and enhancement of expertise in SNS.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.185-190
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• 2022

The purpose of this study is to suggest library marketing strategies for Korean academic libraries to provide sustainable services at COVID-19 pandemic situation. For this purpose, development plans of academic libraries in Korea were collected and homepages of academic libraries in and out of Korea were analyzed. This study found that academic libraries in and out of Korea had taken various measures to meet disastrous situation and had kept up services for users to make use of collection, facilities, services and programs of libraries without being disconnected. As a conclusion, this study suggests reinforcement of basics and value marketing, space marketing, blue ocean marketing as library marketing strategies for providing sustainable services. This study can be used as a reference for academic libraries and librarians to sustain or extend library services. The marketing strategies suggested in this paper can be helpful for academic libraries to overcome pandemic crisis in Korea. As follow-up studies, an in-depth case study about academic libraries which develop and activate new services and programs in and out of Korea to face COVID-19, a study on developing in-depth strategies of various library marketing to stabilize library services are needed.

• Journal of the Korean Society for Library and Information Science
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• v.50 no.3
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• pp.383-402
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• 2016

The purpose of this study is to study library marketing research trends in Korea and other countries through the analysis of author keyword network of peer-reviewed journal articles. The author keyword was collected from four major LIS journals in Korea and Scopus academic database for other countries'. The data was analyzed using NetMiner4 software. The results of the study were as follows: 1) In Korea, lots of library marketing studies focused on public libraries. However, there was a range of library marketing researches focused on academic libraries in other countries, 2) In Korea, there was not a variety of subjects of library marketing studies and the studies were mainly led by a few scholars, 3) In other countries, many scholars paid attention to digital library marketing through social media and/or web, and 4) there little library marketing studies focused on school libraries both in Korea and other countries.