Marknadsföring av ungdomsverksamhet på folkbibliotek

Sammanfattning: The purpose of this bachelor thesis is to examine the methods public libraries can use in order to market youth services. It is also a chance to evaluate an untested marketing model adapted to public libraries. Young people are one of the most difficult groups to attract to the library and thus librarians need adequate methods to deal with this problem. We have interviewed librarians, carried out observations and examined documents in accordance to the triangulation method. Before one can begin marketing the libraries one ought to know of how marketing is done and the principles behind it, therefore we have given a simple explanation of marketing and marketing theory. In this thesis we will use an adaptation of a well known marketing concept, called the marketing mix, for public libraries. This model will be the basis of our own adaption to youth services and this is evaluated in the end. Through an examination of four public libraries and their youth librarians we have come to the conclusion that good marketing requires communication and cooperation between both the library personnel and the target group. The marketing model adapted to public libraries have we found to be good but somewhat unfinished due to not being tested.