Management, betriebliche Steuerung
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The topic of this thesis is storytelling and its usage in the annual reports of public libraries. The character of storytelling and its usage in marketing is discussed as well as the structure of stories and their impact. Regarding the goal of understanding the structure of annual reports written by public libraries twenty annual reports have been analyzed with regard to similarities and display format. Based on the results of this breakdown a manual was developed. The purpose of that manual is to support public libraries in using storytelling in their annual reports. The usage of storytelling is supposed to rise the attractiveness of these reports and intents to leave a positive mark with the responsible body of the library.