Marketing the 21st Century Library
The Time Is Now

Systematically and concisely teaches students and practitioners how to and why they should market and promote academic libraries

Debra Lucas-Alfieri (Author)

9781843347736

Paperback / softback, published 11 May 2015

126 pages
22.9 x 15.1 x 1 cm, 0.19 kg

"Whether you are completely new to marketing, in the earliest stage of developing your library's marketing plan, or already an experienced marketing professional, you need this book! Marketing the 21st Century Library is an invaluable resource for anyone working in libraries today, particularly those who understand the necessity of effectively communicating the value of the modern library. Debra Lucas-Alfieri explains key marketing principles and applies them to libraries with the insight and perspective of both an experienced marketing and library professional. Well-written, accessible, and packed with valuable information, this book will help you identify tools and resources you can use to create and implement a strategic, integrated, and successful marketing plan for your library." --Clarissa Mansfield, Western Washington University, Bellingham, USA

Although the 21st century library is competing with numerous web-based resources, its clients can benefit from using its research assistance, physical and online holdings, and physical space, so they need to understand what the library offers. Marketing the 21st Century Library systematically and concisely teaches students and practitioners how to and why they should market and promote academic libraries. Librarians need to use marketing not only to advertise and promote resources, but also to boost the profession and the role we play. The book introduces key marketing concepts, followed by the history of library marketing. Subsequent chapters guide readers through a series of tools and resources so they can create their own marketing plans, concluding with an exploration of resources, services and further readings.

IntroductionDefinitionsWhat to market and whyHistory of library marketingCreating a marketing planMission/vision statementsSWOT AnalysisMarket ResearchImplementationPart one – Launching promotional initiativesRecruiting studentsUsing social mediaPosters, flyers, table tentsCampus radio and newspapersCollaborating on special eventsBringing faculty on board: In-servicingDepartment meetingsFaculty council and faculty senate meetingsCo-authoring and research servicesPart two – Resources and servicesElectronic assetsPrint livesResearch assistanceOutreachAssessmentPart three – Marketing a profession

Subject Areas: Sales & marketing [KJS]