Vad sägs om marknadsföring : En studie av 20 artiklar i svensk bibliotekspress

Sammanfattning: The aim of this thesis is to research if and in that case how, marketing of Swedish public libraries is used as a possible work method in a time when they are marked by changes in the form of cut backs and technical innovations. With a strive to get an overview by the possible debate I have chosen to do a closer exam of 20 texts published in five of the biggest Swedish library publications during a period of 20 years. My research is based mainly upon Philip Kotler’s marketing theories regarding non-profit organization as well as Eileen Elliot de Saéz interpretations of these to a library context. The first part of the essay therefore consists of an introduction of these, as well as a rendering of their method of work, which shows the width of the conception of marketing. These models are therefore a base for the second part of the essay, which consists of a text – and idea analysis of the publication texts. Another aspect of my research is whether the ideas of marketing are interlinked with the view of the libraries role and their main tasks. My result shows that a development has occurred during the years, which the articles were published. The use of marketing foremost as Public Relations and outreach programme has evolved into a wider understanding of the subject. The influences of Kotler’s theories are visible in the articles both indirect and explicit. Overall, a positive view to marketing as a work method is adopted in the articles but a wider knowledge of the subject is often sought after. The articles also show that a positive attitude towards marketing is often interlinked with a customer oriented view of the libraries role.