Marketing the 21st Century Library The Time Is Now 1st Edition by Debra Lucas Alfieri 1843347736 9781843347736

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Product details:

ISBN-10 :  1843347736 

ISBN-13 :  9781843347736

Author:  Debra Lucas Alfieri 

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.

Marketing the 21st Century Library The Time Is Now 1st Table of contents:

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

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Tags: Marketing, the 21st Century, The Time, Debra Lucas Alfieri