Resumen de The mutations of marketing and libraries

Wolfgang Ratzek

• We live in a conflict-ridden time. No one can be sure to remain unaffected. As a result, all institutions have to communicate their right to exist. This applies to major enterprises as well as to libraries. Integrated marketing offers all of the tools needed for presenting their unique selling propositions (USP). Commercial enterprises as well as powerful non-profit organizations like Greenpeace command a broad range of integrated marketing tools. Yet, only a few libraries utilizemarketing in the propermeaning of the word. Libraries often confuse isolated public relations actions with marketing. If they do engage in marketing they prefer � as a rule � the classical tools.

  This conceptual paper emphasizes the different ways of doingmarketing by combining theory and practice. Library projects and services from Germany and Scandinavia illustrate applications of these concepts in the field.