”Varf r ska vi heta som v rt hus?” En studie av marknadsf ring av bibliotekarien

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 and services marketing. The article is constructed around an analysis of relevant literature and on interviews with four librarians with different experiences of marketing within libraries.My conclusions are that there are useful strategies for marketing the professional competence of librarians. Services marketing in combination with event marketing have great potential. A second conclusion is that it is necessary for librarians to market their professionalism and in that way indirectly promote the library.