Varför ska vi heta som vårt hus?” En studie av marknadsföring avbibliotekarien

The aim of this article is to investigate different ways of illustrating the professional competence of librarians. The theoretical framework is based on a marketing theory introduced by Philip Kotler. I have reviewed three marketing strategies and their significance in marketing librarians’ professional competence; marketing mix, event marketing andservices marketing. The article is constructed around an analysis of relevant literature and oninterviews with four librarians with different experiences of marketing within libraries. My conclusions are that there are useful strategies for marketing the professional competenceof librarians. Services marketing in combination with event marketing have great potential. Asecond conclusion is that it is necessary for librarians to market their professionalism and inthat way indirectly promote the library.