The role of market segmentation in public library management

Current management of public libraries cannot be considered successful without implementation of management and marketing concepts. Although public libraries operate with a non-profit purpose, and Croatian librarians usually have just basic management and marketing resources, related strategies may play a key role in achieving the library mission and vision. Market or consumers segmentation can be translated to users segmentation with necessary adjustments that take in consideration the special environment of non-profit activities and the International Federation of Library Associations and Institutions (IFLA) guidelines that libraries in Croatia are accepted to follow. This process can be a good platform for switching from universal library service, with a mass marketing approach and different services developed for defined target user groups. The ultimate goal is the “library tailored for its users†, i.e. the library that satisfies unique needs of its community, adjusts to micro or macro environment and coexists with current changes ofdigital era.Methodology used in this paper combinesfindings and sources from library, management and marketing science with a goal to provide new insights for using a marketing approach in public library management.