Getting ready : Relationship M arketing and Library 2.0. Aira Lepik Institute of Information Studies Tallinn University , Estonia. I. Library 2.0 as social context. Background.
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Getting ready: Relationship Marketing and Library 2.0
Institute of Information Studies
Tallinn University, Estonia
I. Library 2.0 as social context
S. R. Ranganathan, The Five Laws of Library Science, 1931
L2 isa service philosophy built upon -
To a temporary place in time...(W. Schultz)
“Library 4.0 will add a new mode, knowledge spa: meditation, relaxation, immersion in a luxury of ideas and thought…”
(books 'n stuff
+ radical trust)
(services 'n stuff
+ trust earned)
… user-centered virtual community (Maness 2006)
II. Market orientation as concept for library
Adopting a market-oriented strategyis posited as a way of successfully managing the impact of changes in the librarydomain.
1970ties … 1980ties:
1980ties … 1990ties:
Since 2000 ~:
III. Relationship marketing
Primaryconstruct (Other common constructs)
Grönroos, C. (1994), “From marketing mix torelationship marketing: towards a paradigmshift in marketing”, Management Decision,Vol. 32 No. 2, pp. 4-20.
internal markets, supplier markets, recruitment markets, referral markets, influence markets, and customer markets.
1. Customer markets include not only new customers but also the loyal, long-term customers who are at the heart of every service encounter. A loyal and strong relationship with customers will assist with fighting budget cuts and with expanding services.
2. Internal markets are the employees and departments within the library or the organization who are both internal customers and internal suppliers. Good internal working relationships enhance external relationships.
3. Supplier and alliance markets include publishers, system vendors, and booksellers who provide raw materials and basic equipment. Collaboration and alliances resulting in new approaches and new ways of rewarding these relationships are critical.
4. Referral markets are groups that do marketing for the library such as satisfied customers, personal and social networks, and mass media. Referral markets can be fast-acting via the Internet and either supportive of or damaging to marketing efforts.
5. Recruitment markets are the new people we attract to the profession. Getting and retaining the best people to work in the profession by creating an appealing image is necessary for sustainability.
6. Influence markets include any person or group who can benefit the library such as trustees, corporate executives, government officials, and friends groups. Proactive instead of passive relationship-building is key for these markets.
Besant, L., Sharp, D. Libraries need Relationship Marketing. Information Outlook, March, 2000,17-22.