Marknadsföring, relationer och nätverk hos forskningsbibliotek : en beskrivning och analys

Sammanfattning: The major aim of the thesis is to describe the networks, relations and marketing of some university libraries and their customers in the year 2000. I illustrate how these issues interact and whether they have changed due to the recent development of technology and if so, how. The thesis is based on interviews with two directors of libraries and two librarians at two different libraries. A small survey with 16 questionnaires has also been performed in order to get a more general view on librarians' opinions in these questions. The thesis mainly shows that the networks in which the respondents take part primarily exist in the library sphere and towards the universities. Within the networks you often find participants that are at the same level of some kind, for example regarding title. The libraries themselves have taken part in creating several of the existing networks and are now striving to keep them alive. The respondents agreed that also informal networks exist but due to their hidden structure they found it difficult to describe them. The respondents' opinion was that the networks affected their work in a primarily positive way since the networks for instance made it easier for them to spread information. The respondents' view of marketing is that it is about creating and maintaining good relations to a great extent. The libraries in this study seem to implement relationship marketing without being aware of it. The technological development has in several ways affected the networks, relationships and marketing of the university libraries. Most importantly, the increased availability and, hence, the increased communication was emphasized.