The object of this paper is to examine the marketing of PUNKTmedis, a youth library. In order to do so we have looked at two different perspectives; how the library has marketed itself towards its target group, and how young people perceive what PUNKTmedis has to offer. The thesis’ foundation is a case study. Since the question at hand concerns the library’s intentions with and execution of its marketing efforts, as well as the target group’s opinion of them, the empirical data is based partially on an interview with the head of marketing at PUNKTmedis, and partially on a target group questionnaire. Two marketing theories, transaction theory and theory of relations, serve as frame of reference to the empirical data.The thesis establishes that PUNKTmedis has succeeded well at marketing in some aspects, not so well in others. The library’s strong points have been; creating an environment for youth and working hard at having fruitful dialogues with them. PUNKTmedis’ weakest point has been marketing in order to get new users to the library and the poll establishes that the few efforts that have been made have had little impact. / Uppsatsnivå: D
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-18447 |
| Date | January 2007 |
| Creators | Pettersson, Lisa, Schaffer, Rikard |
| Publisher | Högskolan i Borås, Institutionen Biblioteks- och informationsvetenskap / Bibliotekshögskolan, Högskolan i Borås, Institutionen Biblioteks- och informationsvetenskap / Bibliotekshögskolan, University of Borås/Swedish School of Library and Information Science (SSLIS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, 1654-0247 ; 2007:33 |
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