The Significance of Branding and Marketing Communication of a Library Illustrated in an Exmample of a Selected Education and Research Library

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F19%3A43955152" target="_blank" >RIV/49777513:23510/19:43955152 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
The Significance of Branding and Marketing Communication of a Library Illustrated in an Exmample of a Selected Education and Research Library
Original language description
This research article aims to substantiate the importance of optimum marketing communication and show the significance of branding in achieving set marketing goals and ensuring the sustainable development of a selected education and research library. A survey involving a sample of 220 respondents was conducted at the particular site, taking into account the library’s target segments. Also utilized in evaluating the library’s image was an analysis of the awareness and favorability of its brand. A brand and managing it has specific features in the non-profit sector, which also applies to the library industry. In some countries, there is even a specialized scientific discipline devoted to this. Based on available statistics, the Czech Republic has seen a noticeable decrease in the number of registered library members as well as a slight drop in the number of library visits. Branding and appropriate marketing communication that reflects the latest trends can have a positive influence on these statistics and ensure the sustainability of libraries. The research results have contributed to the adoption of corrective measures in planning the strategy of the selected library.
Czech name
—
Czech description
—

Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
2nd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2019
ISBN
978-80-7510-339-0
ISSN
—
e-ISSN
—
Number of pages
10
Pages from-to
120-129
Publisher name
Silesian University in Opava, School of Business Administration in Karviná
Place of publication
Ostrava
Event location
Petrovice u Karviné
Event date
May 16, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—

Similar results(10)