Library users and non-users relationship to public library marketing : a survey

This bachelor thesis examines the perceptions and attitudes that library users and non-users have with public library marketing. The study aims to understand the relationship the library users and non-users have with public library marketing and what they think the public library should promote. It also discusses the important role the public library plays in a changing society, partly in terms of the social capital it helps to build and the social and cultural participation it helps to strengthen among its users. This study is based on an online survey and the results have been analyzed with relationship marketing, action organization and SWOT-analysis. The findings show that the library users and non-users are generally positive towards the public library marketing. However both groups indicate that the public library needs to innovate its marketing to make it feel modern and reach out through the channels that the users and non-users request