Marketing the 21st Century Library : The Time Is Now.

Front Cover -- Marketing the 21st Century Library: The Time Is Now -- Copyright -- Contents -- Author's introduction -- Acknowledgements -- Chapter 1: Introduction -- 1.1. Introduction -- 1.2. Early definitions of marketing -- 1.3. The profession: A super-marketing experience -- Chapter 2: From the past to the future: Library as place -- 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 -- References -- Chapter 3: Marketing plan research and assessment -- 3.1. Using quantitative and qualitative data -- 3.2. Using action research -- 3.3. Assessment tools -- 3.3.1. Questionnaire survey -- 3.3.2. Focus group or personal interview? -- 3.4. Avoiding assessment challenges -- 3.5. IRB process -- 3.6. Conclusion -- 3.7. Review questions -- References -- Chapter 4: Creating the marketing plan -- 4.1. Introduction -- 4.2. Components of a market plan for the academic library -- 4.3. Conclusion -- 4.4. Exercises -- References -- Chapter 5: Project control-Managing marketing initiatives -- 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 -- References -- Chapter 6: Partnerships -- 6.1. Partnership opportunities and constituencies (POC-Pronounced "poke") -- 6.2. From constituents to partners-Forging the way -- 6.2.1. Partnering with students -- 6.2.2. Student faculty relations-Library advocates -- 6.2.3. Ambassadors -- 6.3. POC-Faculty -- 6.4. POC and administrative or inter- and- intradepartmental partnerships.

6.4.1. Faculty event planning -- 6.5. Community involvement -- 6.6. Conclusion -- 6.7. Discussion questions -- References -- Chapter 7: Resources and services to promote -- 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 -- References -- Chapter 8: Using technology to market and promote -- 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 -- References -- Chapter 9: Marketing a profession: Marketing the future -- 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 -- References -- Conclusion -- Suggested readings -- Index.

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.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.