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三田図書館・情報学会誌論文(論文ID LIS045031)

著者
塩崎亮
和文タイトル
公共図書館へのマーケティング概念導入の意義:「公共性」に基づく外部環境適応の視座
英文タイトル
Significance of Introducing Marketing Concept to Public Libraries: Viewpoint for Adapting to Outside Environment Based on the Concept of "Public Responsibility"
掲載号・頁
No.45, p.31-71
発行日
2003-02-28
英文抄録

The purpose of this article is to propose introducing a marketing concept in public libraries is defined as a key concept to build a long-term relation with various stakeholders including customers and improve the effect on the whole society. Secondly, “public responsibility of libraries” is summarised as the basis of marketing in public libraries. One is to correct market failure from the viewpoint of economics, and the other is to contribute to the formation of public knowledge from the viewpoint of sociology. In the third part, the author advocates nich strategy as the optimal solution to such social expectation. Furthermore, the framework of competitive analysis aiming to understand the outside environment is suggested.

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