Marketing Strategy at the National Library of the Netherlands (Koninklijke Bibliotheek) in the Light of an External Evaluation

Abstract

The Koninklijke Bibliotheek, National Library of the Netherlands, was evaluated by a committee of external experts in 1998. The verdict of this committee was, briefly, that the KB was strategically on the right course, supplied high-quality products and services and was technologically in the vanguard. At the same time the evaluating committee diagnosed that actually more intensive use could be made of the collection. The KB then plotted a marketing strategy for an approach directed at specific target groups, with services geared to the needs of the customer. Strengthening of the external communication was also part of the marketing strategy. The mission of the Koninklijke Bibliotheek is to provide access to the knowledge and culture of the past and present to everyone. The core tasks connected with this mission are preservation of Dutch cultural heritage and support of research, study and cultural experience. This support takes place in the field of the humanities, more particularly Dutch history, language and culture, in a wide international context. The KB aims to implement these core tasks by developing the following four social functions: classic (physical) library, virtual library (library at a distance), cultural institution, and knowledge and service centre. The new policy shows a shift of a part of the focus to other target groups, such as secondary education. A marketing task force has been set up to implement the project.