Att ge bort en bok : Bokgåvan till små barn sedd ur marknadsföringsperspektiv

Sammanfattning: The purpose of this thesis is to gain insight into the thoughts and views of child librarians regarding the gift book that is given to all newborn children in Gothenburg. The gift book is intended to inspire parents to read and sing to their child and by doing so stimulate his or her language development, wich has benefits for the child's later literacy skills. In 2015, only about 40 percent of the families given theg ift card fetched their book at a public library. The focus of the study is how librarians view the giftbook and how they think that the project could be improved to reach more families. The empirical material consists of interviews with six childlibrarians employed at public libraries in Gothenburg. The theoretical perspective is that of marketing, and the results of the interviews were analyzed using the model of the marketing mix' fourP:s: product, price, place and promotion. The findings show that the librarians find the components product and price the most problematic. Requested improvements include complementing material for families with other first languages than Swedish, more qualitative evaluation, and more time and resources to do more outreach activities. The results also show that a lack of ownership of the giftbook project on the part of the librarians may influence their level of engagement, which in the end may influence their ability to communicate the importance of the gift book to the target audience.