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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

2nd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2019

ISBN

978-80-7510-339-0

ISSN

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e-ISSN

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Počet stran výsledku

10

Strana od-do

120-129

Název nakladatele

Silesian University in Opava, School of Business Administration in Karviná

Místo vydání

Ostrava

Místo konání akce

Petrovice u Karviné

Datum konání akce

16. 5. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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