Abstract

Books and the public libraries that house them are immersed in a society that is undergoing continuous transformation and are influenced by the growing commercialization of culture, which combines commercial and social needs and interests. Public libraries, as a public service, must serve the public interest even as, in their efforts to provide more and better service to citizens, they find that they need to employ certain commercial techniques, such as those used by bookstores.

Abstract

Innovations and technological trends in 2016 are discussed along with a holistic analysis of where the Internet can may lead today’s society. The relationship between users/clients and institutions/brands is considered. The paradigm for the internet has shifted; internet marketing, communication, and information management revolve around the topics of artificial intelligence, immediacy, personalization, big data, internet of things, and multiple forms of interaction.

Abstract

Stakeholder theory is directly related to disciplines such as marketing and to trends such as citizen participation, both vital to the current situation of the public libraries of the XXI century. Our aim has been to define a relationship model showing the leading stakeholders for these institutions. Having established the theoretical framework, the stakeholder concept is defined and its applicability to the library environment is described. Afterwards the three phases that constitute the model are detailed: identification, prioritization and relationship with stakeholders. Finally, a series of practical examples is presented. The conclusion is that stakeholder models must be based on scientific research, and must adapt and apply interest group techniques and principles that truly build relationships between stakeholders and the library.