New forms of library marketing based on example of word of mouth marketing. The experience of Polish libraries

  • Maja Wojciechowska Library of Ateneum University in Gdańsk, University of Gdańsk

Abstract

The paper presents basic rules of word of mouth marketing. It describes the importance of this tool on the book market, and illustrates the possibilities offered by libraries. It discusses briefly the primary role of the sender's message, the types of messages, channels, customers, and the influence of information on the word of mouth marketing. The paper presents also the results of the research. 

Published
2017-06-06
How to Cite
WOJCIECHOWSKA, Maja. New forms of library marketing based on example of word of mouth marketing. The experience of Polish libraries. Qualitative and Quantitative Methods in Libraries, [S.l.], v. 4, n. 1, p. 33-42, june 2017. ISSN 2241-1925. Available at: <http://qqml-journal.net/index.php/qqml/article/view/223>. Date accessed: 21 jan. 2020.