Target marketing public libraries’ vital readers: Before

Yi Ting Yang, Jiann Cherng Shieh*

*Corresponding author for this work

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

1 Citation (Scopus)


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.

Original 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
Number of pages11
ISBN (Print)9783319999920
Publication statusPublished - 2019
Event39th International Conference Information Systems Architecture and Technology, ISAT 2018 - NYSA, Poland
Duration: 2018 Sept 162018 Sept 18

Publication series

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


Other39th International Conference Information Systems Architecture and Technology, ISAT 2018


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

ASJC Scopus subject areas

  • Control and Systems Engineering
  • General Computer Science


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