Abstract

Inbound marketing and content marketing are used by social media as a way to achieve the goals of a brand and to attract customers. In this text, practical applications of both concepts for libraries are analyzed. In addition, examples are given and main implications are revealed.[...]

Abstract

The article reviews the most pressing needs of information professionals regarding search engine optimization (SEO), focusing on the evolution of the discipline in recent years. A wide range of factors need to be considered in ranking a piece of information in the calculation of its [...]

Abstract

The development of a marketing concept is described, and current types are explained: inbound marketing, content marketing and relationship marketing, especially concerning libraries and information services. Marketing strategy and tactics are analyzed. Finally, current marketing [...]