?Den svåraste gruppen att nå?
Folkbiblioteks marknadsföring till pojkar i högstadieåldern
The object of this bachelor thesis is to examine how publiclibraries are working to reach out to boys in their early teens,and from a relationship marketing perspective see howlibraries are using marketing as a tool in creating long-termrelationships with this user group. The following questionsare asked: How do public libraries market themselves toboys in their early teens? How are children?s and youthlibrarians working to create long-term relationships with thisuser group? How do children?s and youth librarians viewmarketing as a way to create long-term relationships with theuser group? The theoretical framework of the study is EvertGummesson?s model of relationship marketing. Interviewswith five children?s and youth librarians make up theempirical data. The results from the study include that noneof the libraries have strategic plans for their marketing andthat the librarians do not seem to have adopted the view ofrelationship marketing. The results also indicate a differencein the professional roles, where the youth librarians giveboys in their early teens a higher priority in their work thanthe children?s and youth librarians. A certain confusion as towhat role libraries should have in relation to boys in theirearly teens can also be discerned, where the main purposesof marketing to this user group are seen as promotion ofreading as well as a wish to change this user group?sperceived image of the library as merely a collection ofbooks.