Marknadsföring av akademiska bibliotek - en jämförande studie mellan Sverige och England
This thesis conducts a comparative study between two academiclibraries, one Swedish and one English, in order to analyse ifdifferent funding systems influence the marketing of theirservices. The theoretic foundation is built on relationshipmarketing, which emphasises the importance of creating andmaintaining relationships. A qualitative approach has been usedthrough the use of case studies, with semi-structured interviewsbeing held with library staff and managers in both countries. Inaddition to these interviews strategic plans have also beenanalysed. The result from the study shows that whilst there aresome differences between the two university libraries there arealso similarities, which indicates that it is not clear if differentfunding systems have an impact on the marketing of the services.