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Marketing the 21st Century Library
The Time Is Now
1st Edition - May 11, 2015
Author: Debra Lucas-Alfieri
Language: English
Paperback ISBN:9781843347736
9 7 8 - 1 - 8 4 3 3 4 - 7 7 3 - 6
eBook ISBN:9781780634548
9 7 8 - 1 - 7 8 0 6 3 - 4 5 4 - 8
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 ph…Read more
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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.
Includes web extras, tables, problem and solution exercises
Contains extensive references to real-world examples of good practice
Details practical examples and case summaries from leading libraries
Explores the importance of marketing and promoting academic libraries
Provides resources for readers to help create marketing plans
library staff, librarians, directors, senior academic administrators, and library school students.
1: Introduction
Abstract
1.1 Introduction
1.2 Early definitions of marketing
1.3 The profession: A super-marketing experience
2: From the past to the future: Library as place
Abstract
2.1 Marketing in necessity
2.2 Marketing libraries in the past
2.3 Samuel Sweet Green
2.4 John Cotton Dana
2.5 S.R. Ranganathan
2.6 Francis K.W. Drury
2.7 Early academic marketing steps
2.8 The future
2.9 Librarians of the future offer full-text delivery seamlessly
2.10 Conclusion
2.11 Discussion questions
3: Marketing plan research and assessment
Abstract
3.1 Using quantitative and qualitative data
3.2 Using action research
3.3 Assessment tools
3.4 Avoiding assessment challenges
3.5 IRB process
3.6 Conclusion
3.7 Review questions
4: Creating the marketing plan
Abstract
4.1 Introduction
4.2 Components of a market plan for the academic library
4.3 Conclusion
4.4 Exercises
5: Project control—Managing marketing initiatives
Abstract
5.1 Introduction
5.2 Taming a potential beast
5.3 The unexpected turns: Change management
5.4 Discussion questions
5.5 A library’s tale—Case study
5.6 Practice case study questions
6: Partnerships
Abstract
6.1 Partnership opportunities and constituencies (POC—Pronounced “poke”)
6.2 From constituents to partners—Forging the way
6.3 POC—Faculty
6.4 POC and administrative or inter- and- intradepartmental partnerships
6.5 Community involvement
6.6 Conclusion
6.7 Discussion questions
7: Resources and services to promote
Abstract
7.1 Market first, promote last
7.2 Histories of our leading competition—Easier-to-use resources
7.3 Marketing what sets us apart
7.4 Customer service
7.5 Embedding librarians into campus life
7.6 Communications
7.7 Discussion questions
8: Using technology to market and promote
Abstract
8.1 Introduction
8.2 Social medium
8.3 Twitter
8.4 Pinterest
8.5 Online games
8.6 Library Web sites
8.7 Web sites vs mobile apps
8.8 Facebook
8.9 Discussion questions
9: Marketing a profession: Marketing the future
Abstract
9.1 Introduction
9.2 The time is now. Marketing the profession: If we wait it will be too late
9.3 Future of marketing libraries and the profession—If we wait, it will be too late
9.4 Customer service
9.5 Mission, vision, and SWOT analysis (Think)
9.6 Assessment and planning (TIPR: Investigate and plan)
9.7 Form partnerships (TIPR: React)
9.8 Promote the five W’s
9.9 Conclusion
9.10 Exercises
No. of pages: 126
Language: English
Edition: 1
Published: May 11, 2015
Imprint: Chandos Publishing
Paperback ISBN: 9781843347736
eBook ISBN: 9781780634548
DL
Debra Lucas-Alfieri
Debra Lucas-Alfieri has been the Head of Reference and Interlibrary Loan at D’Youville College in Buffalo, NY, since 2002. Her book chapters appear in Middle Management in Academic and Public Libraries and the 21st Century Handbook of Anthropology. Dozens of encyclopedia articles appear in the Encyclopedia of Power, the Encyclopedia of Time, the Encyclopedia of Anthropology, and the 20th Century Encyclopedia of Pop Culture. Debra has also published academic journal articles in Collaborative Librarianship, the Journal of Interlibrary Loan, Document Delivery & Electronic Reserve, and the Journal of Library and Information Science. She teaches web-based workshops for Library Juice Academy (http://libraryjuiceacademy.com/) in marketing public and academic libraries, library management, and interlibrary loan. Additionally, she has served as an editor for the Journal of Library Innovation. She has served as a guest lecturer, conference presenter, and keynote speaker in the field of librarianship and research. She is also recognized in Who’s Who in America and Who’s Who of American Women. Debra also has a website, www.newlibrarian.org, which details her professional contributions.
Affiliations and expertise
Head of Reference and Interlibrary Loan, D’Youville College, Buffalo, NY, USA
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