Marketing in the library: problems and possibilities of applicafion. Part I.

Abstract

The applicability and potential of marketing methods in libraries and information institutions have been studied. Based on the main results published in the international literature, it was concluded that both the opportunity and necessity of marketing applications exist in these types of organizations. In addition, the consistent accomplishment of the marketing programmes leads both to ihe revealing of organisational reserves and to the increase of effectiveness, performing a major role under diminishing budget conditions. The main components of marketing are presented through several examples in libraries an information centres published in the literature including markeling problems in social affairs and in nonprofit organisations.