• KLA journal
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• v.46 no.6 s.361
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• pp.26-28
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• 2005

《도서관문화》6월호 특집란에서는 각 급 도서관 현장 사서 및 다양한 분야의 오피니언리더들의 '도서관 마케팅 및 도서관 PR'에 대한 생각을 들어보는 지면을 마련하였다. 아직도 일부에서는 도서관은 열심히 일하는 데 알아주지 않는다는 불만의 소리가 높은데 이는 우리 스스로 도서관을 알리는 적극적인 노력이 부족한 것이 아닐까도 싶다. 도서관의 외부환경 변화에 능동적으로 대처하기 위한 생존전략의 하나로서 '도서관 마케팅 및 도서관 PR'을 생각해보는 시간이 될 수 있기를 바라며, 편집실의 자문에 도움을 준 '한국도서관마케팅연구소'에 감사드린다.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.22 no.1
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• pp.193-210
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• 2011

In this era all successful organizations, whether profit or nonprofit, accept marketing concept as management philosophy and try to maximize consumer satisfaction in order to achieve their own goals. Libraries are no exception. A consumer decision process model is borrowed to explain how library service users act through five stages. Armed with information about library users, library management can be more user-oriented and bring higher user satisfaction. Some measures for effective library management are suggested.

• Journal of Korean Library and Information Science Society
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• v.43 no.4
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• pp.113-137
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• 2012

This study aims to provide marketing strategies for the public libraries in Korea. For this purpose, this study focused on four public libraries in New York, USA, which have been providing the most excellent library services on the world. And this study examined what efforts these libraries have been making for the development of community and information needs of customers. The data for this study were collected by literature review, participant observation at the public libraries in New York, and gathering law materials. And in-depth interviews with the librarians and related professionals in New York and Korea were also proceeded. As a result, this study suggested marketing strategies for the management of public libraries in Korea.

• Journal of the Korean Society for information Management
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• v.24 no.4
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• pp.133-152
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• 2007

As interior and exterior environments change rapidly with the modern IT technology, the strategies related to marketing activities which enhance the library competition have been demanded. Although many previous studies have been conducted to improve the satisfaction of the library users and to increase the use rate, only few studies focused on the marketing strategy to elevate the library performance. With suggestion of a systematic framework related to the strategies, this study aims to analyze not only the interior and exterior factors which impact on the library marketing strategies, but the strategies which may influence on its performance. To achieve this objective, we adopted a comprehensive survey targeting the various types of our domestic libraries. On the basis of the results, we proposed a guideline for the strategy operation for the librarians to enhance the library performance.

• Journal of Korean Library and Information Science Society
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• v.34 no.1
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• pp.111-129
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• 2003

These days, libraries are faced with necessity f3r the systems to solve various and heterogeneous customers' needs. It is efficient through market segmentation to understand customers' needs and the use behaviors, to select the target markets, and to establish the proper marketing strategy for them. This study examines the necessity for library marketing, the importation for Internet marketing and the plans for the application, and suggests for plans of strategy for market segmentation In libraries.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.321-334
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• 2007

Marketing techniques developed for private organizations are being widely used in libraries. The primary focus in marketing has shifted to maximizing user perceived value from the perspective of library users. This paper examines library as an industry as a way to establish the basis for library's overall value, applies the R-I-R model and its taxonomy of value in using library and information services, and proposes market orientation approach to systematically plan and coordinate academic library marketing activities.

• Journal of Information Management
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• v.42 no.4
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• pp.225-242
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• 2011

With the development of the IT and internet, companies try to use Blogs, Twitter, Facebook, smart phone for their marketing and customer relationship management. What is called social media marketing appear and it lead to new value creation to the company. However, until now most of libraries in Korea didn't have much interest in marketing and PR. In recent, libraries are starting to be interested in marketing and social network service. Library try to use social network service for marketing. This research introduces the various cases and status of using social network service for marketing in Korea and international library field, analyzes these cases from a marketing perspective. Finally, this research suggests the considerations and successful strategy for using social media marketing in library field.

• Journal of the Korean Society for information Management
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• v.28 no.3
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• pp.179-195
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• 2011

The purpose of this study is to investigate the implications that GIS(Geographic Information Systems) can have in public library collection selection and service development from a marketing perspective. GIS is a computer system capable of assembling, storing, manipulating, and displaying geographically referenced information. Through the understanding and utilization of GIS, we can collect geographical, transportation, political, legal, demographic, economic, social, cultural, educational, and recreational information of the community. Public libraries can utilize GIS for market research, including customer analysis to select library collection and develop library service based on library users' needs. As a result, public libraries can find a way to make a lasting relationship with users which is the final goal of marketing activities.

• KLA journal
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• v.46 no.6 s.361
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• pp.33-35
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• 2005

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.32 no.1
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• pp.89-113
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• 2021

This research empirically analyzes the effect of internal marketing in public libraries on the quality of work life of public library librarians. To this end, a 59-day survey of incumbent librarians working at public libraries in Seoul was conducted on Naver Form from July 25, 2020, and 120 respondents were conducted using IBM SPSS 25, a statistical program, to conduct factor analysis, reliability analysis, frequency analysis, correlation analysis, and multiple regression analysis. Research has shown that internal marketing of public libraries has a positive effect on the quality of librarians' work life. As a way to improve internal marketing in public libraries, it was suggested to prepare a systematic and sustainable internal marketing system, recognize experiences and compensate highly educated librarians, improve the compensation system of librarians, and promote an internal marketing system centered on supporting management and delegation.