TRTÍKOVÁ, Ilona and Lenka NĚMEČKOVÁ. Marketing tools to support university library’s mission. Qualitative and Quantitative Methods in Libraries: QQML: an international journal of library and information science [online]. October 2012, 1(2) 205-212. ISSN 2241-1925. [vid. 13.11.2012]. Available at: http://www.qqml.net/papers/October_Issue/10QQML_Journal_2012_Trtikova_Nemeckova_2_205-212.pdf
This paper is focused on the use of marketing tools in academic libraries based on an example of the Central Library (CL) of the Czech Technical University in Prague (CTU). An initial important marketing tool is the segmentation of the CL users into specific target groups and specification of their individual needs and requirements. The CL serves its students and academic staff, supports the development of their information literacy skills and assists to form their key competencies for their lifelong education, future profession and career. Marketing tools can be well used to support the evaluation of R&D activities. Besides this CL also helps to promote and increase the prestige of the university and its academic community as a whole. The paper describes a broad range of marketing activities including electronic tools and services that help the library to meet its goals.
eng
dc.language.iso
ces
cze
dc.publisher
ISAST
cze
dc.subject
academic library
eng
dc.subject
marketing tools
eng
dc.subject
marketing mix
eng
dc.subject
library services
eng
dc.subject
information resources
eng
dc.subject
R&D support
eng
dc.subject
study support
eng
dc.subject
value-added tools
eng
dc.title
Marketing tools to support university library’s mission