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Marketing partnerski w działalności biblioteki publicznej

100%
MALESA, Renata R.
Folia Bibliologica
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2013-2014
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vol. 55-56
91-103
EN
Marketing is a specific philosophy of operation and the way of perceiving the basic principles that should be followed by present-day business and service enterprises. The process of adaptation of marketing for library purposes has been observable in Poland since the 1990 s. Partnership marketing has been growing particularly important in the domain of libraries: its essence consists in developing and maintaining ties with market participants, i.e. customers and other partners of a firm. The present article discusses the importance of relationship marketing in the operation of public libraries, which is oriented towards small mina (commune) libraries. Nowadays, these institutions were compelled to appropriately identify customer needs and to properly satisfy them. High competition on the services market and the necessity of retaining customers makes it necessary to apply marketing principles in their activities. In order to survive and be successful in the present-day world small communal libraries have to conduct activities in cooperation with all kinds of partners, developing permanent ties with them and their customers. The conscious or intuitive application of the principles of partnership marketing brings specific benefits to libraries. This is usually a reduced risk of losing customers, and an opportunity to gain new ones.
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Wdrażanie systemów klasy CRM - etapy i wybrane problemy

63%
Olszak C. M., Billewicz G.
Studia Ekonomiczne
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2014
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vol. 187
240-250
EN
This paper describes the modern CRM systems implementation methodology. The advisability of taking such considerations is due to the fact that modern CRM systems not only compete on the functional background, but more and more on the implementation methodology. The presented methodology is examined from the customer's (future user) point of view, and it's fundamental assumptions are based on the tight partnership between customer and software development company. The methodology consists of ten stages, including pre-analysis which plays key role in customer requirements identification and target solution projection.
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