@article{ART003372711},
author={JEONMISOOK and YONG JAE LEE},
title={A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’},
journal={Journal of the Korean Society for Library and Information Science},
issn={1225-598X},
year={2026},
volume={60},
number={3},
pages={389-413},
doi={10.4275/KSLIS.2026.60.3.389}
TY - JOUR
AU - JEONMISOOK
AU - YONG JAE LEE
TI - A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’
JO - Journal of the Korean Society for Library and Information Science
PY - 2026
VL - 60
IS - 3
PB - 한국문헌정보학회
SP - 389
EP - 413
SN - 1225-598X
AB - This study aims to analyze the “One Book, One City” reading campaign from a library marketing perspective, specifically focusing on the One Book, One Busan initiative, which has been continuously promoted by the Busan Metropolitan Office of Education since 2004. Using a literature review and case analysis, this study examined the operational processes and strategic applications of the program. The findings indicate that market segmentation strategies contributed to expanding participation across various age groups and social strata, as well as embracing information-disadvantaged populations. Meanwhile, market penetration and market development strategies deepened the engagement of existing users while uncovering potential participants. Communication and inter-organizational collaboration strategies helped strengthen the library’s brand image and social standing. However, challenges such as low participation rates, limited publicity impact, repetitive programming, copyright issues, and superficial collaboration were identified. To address these issues, the study proposes key library marketing strategies: expanding citizen participation, innovating public relations, discovering potential users, applying a region-tailored approach, and establishing a practical inter-organizational cooperation system. By analyzing a long-term “One Book, One City” movement in a single metropolitan city through the lens of library marketing, this study provides foundational data and academic implications for future research and public library-based reading campaign.
KW - Library Marketing;Reading Campaign;One Book One City;One Book One Busan;Public Library
DO - 10.4275/KSLIS.2026.60.3.389
ER -
JEONMISOOK and YONG JAE LEE. (2026). A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’. Journal of the Korean Society for Library and Information Science, 60(3), 389-413.
JEONMISOOK and YONG JAE LEE. 2026, "A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’", Journal of the Korean Society for Library and Information Science, vol.60, no.3 pp.389-413. Available from: doi:10.4275/KSLIS.2026.60.3.389
JEONMISOOK, YONG JAE LEE "A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’" Journal of the Korean Society for Library and Information Science 60.3 pp.389-413 (2026) : 389.
JEONMISOOK, YONG JAE LEE. A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’. 2026; 60(3), 389-413. Available from: doi:10.4275/KSLIS.2026.60.3.389
JEONMISOOK and YONG JAE LEE. "A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’" Journal of the Korean Society for Library and Information Science 60, no.3 (2026) : 389-413.doi: 10.4275/KSLIS.2026.60.3.389
JEONMISOOK; YONG JAE LEE. A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’. Journal of the Korean Society for Library and Information Science, 60(3), 389-413. doi: 10.4275/KSLIS.2026.60.3.389
JEONMISOOK; YONG JAE LEE. A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’. Journal of the Korean Society for Library and Information Science. 2026; 60(3) 389-413. doi: 10.4275/KSLIS.2026.60.3.389
JEONMISOOK, YONG JAE LEE. A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’. 2026; 60(3), 389-413. Available from: doi:10.4275/KSLIS.2026.60.3.389
JEONMISOOK and YONG JAE LEE. "A Study on ‘One Book, One City’ Reading Campaign as Library Marketing: Focusing on ‘One Book, One Busan’" Journal of the Korean Society for Library and Information Science 60, no.3 (2026) : 389-413.doi: 10.4275/KSLIS.2026.60.3.389
