Framing sound marketing principles within the context of customer service, Weingand demonstrates how current marketing ideas and strategies can contribute to effective library and information center management. This practical handbook gives a broad overview of the entire marketing/planning system-from creating a marketing team and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, promoting services, and evaluating the end result.
The marketing of library services is an essential agenda item for almost all kinds of libraries all over the world. In this volume 47 experts from 20 countries address the issue through 40 articles. The bundling of dozens of contributions from a truly international group of librarians, presented in this book, provides a broad spectrum on the topic. This book will thus prove immensely useful, helping both working librarians and future librarians to understand vital issues relating to the marketing of library and information services at the local, national and international level. The book is divided into the following six sections: Marketing concept: a changing perspective; Marketing in libraries around the world; Role of library associations; Education, training and research; Excellence in marketing; Databases and other marketing literature.
"This open access textbook offers a comprehensive introduction to instruction in all types of library and information settings. Designed for students in library instruction courses, the text is also a resource for new and experienced professionals seeking best practices and selected resources to support their instructional practice. Organized around the backward design approach and written by LIS faculty members with expertise in teaching and learning, this book offers clear guidance on writing learning outcomes, designing assessments, and choosing and implementing instructional strategies, framed by clear and accessible explanations of learning theories. The text takes a critical approach to pedagogy and emphasizes inclusive and accessible instruction. Using a theory into practice approach that will move students from learning to praxis, each chapter includes practical examples, activities, and templates to aid readers in developing their own practice and materials."--Publisher's description.
In these challenging times, libraries face fierce competition for customers and funding. Creating and implementing a marketing plan can help libraries make a compelling case and address both issues—attracting funding and customers by focusing on specific needs. But where and how do you start?
It’s often hard to juggle promoting a library’s e-resources effectively at the same time as building basic visibility within the community it serves. Useful for librarians at any type of institution, this How-To-Do-It Manual guides readers through every step of developing, implementing, and evaluating plans to market e-resources in an approachable and user-friendly way. Kennedy and LaGuardia show how front line librarians can improve awareness of under-utilized resources and increase demand for more of the same, thereby encouraging increased funding. Their book includes Four complete programs from both public and academic libraries A step-by-step organization guide, with a variety of feedback and assessment forms which can be used as models Numerous examples of well-executed plans and outcomes
With the rapid development of information and communication technology and increasingly intense competition with other organizations, information organizations face a pressing need to market their unique services and resources and reach their user bases in the digital age. Marketing Services and Resources in Information Organizations explores a variety of important and useful topics in information organisations based on the author's marketing courses and his empirical studies on Australian academic librarians' perceptions of marketing services and resources. This book provides an introduction to marketing, the marketing process, and marketing concepts, research, mix and branding, and much more. Readers will learn strategic marketing planning, implementation, and evaluation, effective techniques for promoting services and resources, and effective social media and Web 2.0 tools used to promote services and resources. Marketing Services and Resources in Information Organizations is survey-based, theoretical and practical. The advanced statistical techniques used in this book distinguish the findings from other survey research products in the marketing field, and will be useful to practitioners when they consider their own marketing strategies. This book provides administrators, practitioners, instructors, and students at all levels with effective marketing techniques, approaches, and strategies as it looks at marketing from multiple perspectives. Dr. Zhixian (George) Yi is a Leadership Specialization Coordinator and Ph.D. supervisor in the School of Information Studies at Charles Sturt University, Australia. He received a doctorate in information and library sciences and a PhD minor in educational leadership from Texas Woman's University, and he was awarded his master's degree in information science from Southern Connecticut State University. In 2009, he was awarded the Eugene Garfield Doctoral Dissertation Fellowship from Beta Phi Mu, the International Library and Information Studies Honor Society. He was selected for inclusion into Who's Who in America in 2010. - Examines effective marketing techniques, approaches and strategies - Studies marketing from multiple perspectives - Empirical-based, theoretical, and practical - Systematic and comprehensive
Colleges and universities throughout the world plan library orientations for first years or specific audiences such as transfer or international students. These events can vary greatly in shape and form depending on the size, resources and staff of the institution, orientation schedule, and whether it is mandatory for students. Some institutions plan day-long events, elaborate games, or scavenger hunts; some offer drop in sessions or library tours; others offer an online orientation. Planning Academic Library Orientations gathers case studies from around the world covering a wide variety of approaches as a guide to those revamping or creating new library orientations. Chapters are organized into the following thematic sections: Games; Marketing & Promotion; Partnerships; Targeting Specific Audiences; Technology; and Tours, and are cross-referenced if they touch on additional themes. Each chapter includes institutional information so readers can decide which type of orientation is appropriate for their own institution and see what resources are required. - Gives guidance on best practices for academic library orientations - Gathers examples from around the world to provide international perspective - Empowers librarians to take aim at the anxiety felt by new and first year students - Presents effective ways of introducing students to what a college/university library is, what it contains, and where to find information, while also showing how helpful librarians can be
Libraries enter into strategic planning by a variety of routes, from dynamic technology and rising costs to budget cuts and pressure for change. In this book, Joe Matthews guides library managers towards a greater understanding of the role and attendant responsibilities of strategic planning. Academic, public, and special librarians alike will benefit from Matthews' cogent explanations, real-life examples, and time-tested recommendations. In the process, Matthews addresses such intrinsic questions as: Why is it important that I add strategic thinking to my managerial arsenal? How will strategic planning benefit my library, and is there more than one way to go about it? What is the best way of monitoring and updating our strategic plan for maximum effect? In each case, he debunks false impressions, attends to the goal of providing good service, and identifies at least one new way to communicate the library's strategic importance in the lives of its customers. Academic, public, and special librarians alike will benefit from Matthews' cogent explanations, real-life examples, and time-tested recommendations.
