Target marketing public libraries’ vital readers: Before

Yi Ting Yang, Jiann-Cherng Shieh

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Marketing is the business operation that many different companies or organizations use to promote their products or enhance their image to their customers or users. Then it derived different marketing practices and models for different situations. Target marketing is one of the most effective and popular choices. It is a kind of customer marketing, mainly using analysis of customer characteristics to segment customers, in order to achieve specific commodity marketing for the purpose. Library, especially public library, how to borrow the concept of target marketing to promote its utilization and services is a problem that library managers must actively conceives. The Pareto Principle is currently the most important and popular management rule applied to marketing, customer relationship management, services or products promotion, etc. This study will explore whether there this principle exists for patrons’ borrowing in public library, thus as the basis of target marketing. And we will apply data mining technology to analyze the characteristics of the vital patrons, in order to further serve as references for setting target marketing strategy. This paper was the first research to reveal that the Pareto Principle could be found in circulation data of public libraries in Taiwan. The results can help libraries identify vital patrons and major collections, and improve the efficiency of their management and marketing in future.

LanguageEnglish
Title of host publicationInformation Systems Architecture and Technology
Subtitle of host publicationProceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III
EditorsZofia Wilimowska, Leszek Borzemski, Jerzy Swiatek
PublisherSpringer Verlag
Pages211-221
Number of pages11
ISBN (Print)9783319999920
DOIs
Publication statusPublished - 2019 Jan 1
Event39th International Conference Information Systems Architecture and Technology, ISAT 2018 - NYSA, Poland
Duration: 2018 Sep 162018 Sep 18

Publication series

NameAdvances in Intelligent Systems and Computing
Volume854
ISSN (Print)2194-5357

Other

Other39th International Conference Information Systems Architecture and Technology, ISAT 2018
CountryPoland
CityNYSA
Period18/9/1618/9/18

Fingerprint

Marketing
Pareto principle
Data mining
Industry
Managers

Keywords

  • 80/20 rule
  • Bibliomining
  • Pareto principle
  • Public libraries
  • Target marketing

ASJC Scopus subject areas

  • Control and Systems Engineering
  • Computer Science(all)

Cite this

Yang, Y. T., & Shieh, J-C. (2019). Target marketing public libraries’ vital readers: Before. In Z. Wilimowska, L. Borzemski, & J. Swiatek (Eds.), Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III (pp. 211-221). (Advances in Intelligent Systems and Computing; Vol. 854). Springer Verlag. https://doi.org/10.1007/978-3-319-99993-7_19

Target marketing public libraries’ vital readers : Before. / Yang, Yi Ting; Shieh, Jiann-Cherng.

Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III. ed. / Zofia Wilimowska; Leszek Borzemski; Jerzy Swiatek. Springer Verlag, 2019. p. 211-221 (Advances in Intelligent Systems and Computing; Vol. 854).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Yang, YT & Shieh, J-C 2019, Target marketing public libraries’ vital readers: Before. in Z Wilimowska, L Borzemski & J Swiatek (eds), Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III. Advances in Intelligent Systems and Computing, vol. 854, Springer Verlag, pp. 211-221, 39th International Conference Information Systems Architecture and Technology, ISAT 2018, NYSA, Poland, 18/9/16. https://doi.org/10.1007/978-3-319-99993-7_19
Yang YT, Shieh J-C. Target marketing public libraries’ vital readers: Before. In Wilimowska Z, Borzemski L, Swiatek J, editors, Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III. Springer Verlag. 2019. p. 211-221. (Advances in Intelligent Systems and Computing). https://doi.org/10.1007/978-3-319-99993-7_19
Yang, Yi Ting ; Shieh, Jiann-Cherng. / Target marketing public libraries’ vital readers : Before. Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III. editor / Zofia Wilimowska ; Leszek Borzemski ; Jerzy Swiatek. Springer Verlag, 2019. pp. 211-221 (Advances in Intelligent Systems and Computing).
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