Voitsekhovska M.

Buzz-marketing as a tool for promotion of modern library services: experience of Polish libraries

Abstract: The paper presents basic mechanisms 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 includes also the results of the studies made for selected Polish libraries.

Keywords: promotion services, library marketing, word of mouth marketing.

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• Voitsekhovska M.

Cite:
Voitsekhovska M. (2012). Buzz-marketing as a tool for promotion of modern library services: experience of Polish libraries. Bibliotechnyi visnyk, (1) 21-27. (In Ukrainan). - http://bv.nbuv.gov.ua/doc/bv_2012_1_3