The necessity of the application of marketing in the libraries of the Eastern Croatia

Marketing, as a business philosophy, can be applied within the library service in the form of non-profit marketing. In the 21st century the library-information experts strive to establish a dialogue in which, by employing elements of marketing mix, they offer services, aid and time-saving to their users, while their ultimate goal is the transfer of knowledge, and through that, meeting the needs of their users. This project is about the necessity of application of marketing in libraries and library service, which should represent an integral process of considering the ways to meet heterogeneous user needs, all for the purpose of showing the possibilities of systematic application of specific marketing methods in the libraries of the Eastern Croatia, and through that, also increasing the number of library users and the frequency of reading a wider range of various books on their part, and with this, helping to increase the level of education and general knowledge of Eastern Croatia's population in the future.