Marketing research of the relation of libraries and enterprises

Abstract

The continuous expanding of marketing views and their practical realisation assumes the thorough knowledge of market players. During a regional survey at the Advanced Business Science School in Tatabánya, Hungary, 100 enterprises with highest income in Komárom-Esztergom county were asked on their relation with libraries. Corporate managers responsible on decisions in marketing matters were requested to answer 11 questions through telephone interviews. General questions were asked on libraries (which are the libraries he or she knows, are these libraries in focus for piacing advertisements, are library usage data known). In the second group of questions the objective was the possible promotion of the business they conducted through libraries. Following these, question were put on the possible support of library journal subscription by the enterprise as a reward to advertising it on the library readers' card. Finally, questions were directed on the possible offers from the library side for the enterprise on marketing cooperation, and on the actual business information channels of the enterprise and whether the library has a role or not in providing business information, The conditions of successful marketing activities, library sponsorship and ethical problems and social responsibilities of enterprises are alsó consídered as relevant additions to the topics.