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Gaining Mindshare and Timeshare : Marketing Public Libraries

Paul, Johnson and Kua, Lena and Narayanan, N. Varaprasad (2005) Gaining Mindshare and Timeshare : Marketing Public Libraries. In Proceedings SERVIG Research Conference, Singapore (Singapore).

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Abstract

This presentation is an examination of how the National Library Board had successfully gained market share by redefining its market space and remaking the image of libraries and librarians. Libraries were repositioned to gain mindshare and timeshare among Singaporeans, competing against the cinema, TV, video games and other leisure activities, becoming the Third Place after home and work for many.

Keywords:Loans, Visitorship, Customer Segmentation, Library Technology, Media Communications
Subjects:B. Information use and sociology of information. > BH. Information needs and information requirements analysis.
F. Management. > FB. Marketing.
ID Code:4603
Deposited By:Paul, Johnson
Deposited On:01 September 2005
All fields:Show all fields

Kau, A.K., Wirtz, J., & Jung, K. (2003), Segmentation of libraries in Singapore: learning and reading related lifestyles. Library Management. Vol 24 No 1/2. p 20-23.

National Library Board (NLB). (2004), NLB Non-User Survey & Segmentation Study September – October 2004: Executive Report. Singapore: Prepared by Research Plus for The National Library Board. (Internal Document). Singapore: National Library Board.

National Library Board (NLB). (2004), Singapore Quality Award Winner 2004: Executive Summary. Singapore: National Library Board.

Lee, U-Wen. (2005). Innovation pays. TODAY. Apr 18.

Shop.org. (n.d.). Statistics: International Internet Usage – Asia. Retrieved May 4, 2005 from http://www.shop.org/learn/stats_intnet_asia.asp

The Library Won out. (2000). Straits Times. Jul 26.

Raffles City Shopping Centre Homepage (n.d.). Retrieved May 4, 2005 from http://www.rafflescity.com/service/leasing_enquiries.html

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