Marketing Library and Information Services II: A Global Outlook

✍ Scribed by Dinesh K. Gupta (editor); Christie Koontz (editor); Angels Massisimo (editor)

• Publisher: De Gruyter Saur
• Year: 2013
• Tongue: English
• Leaves: 424
• Series: IFLA Publications; 159
• Category: Library

✦ Synopsis

With contributions from library and information professionals (practitioners, researchers, faculty members, consultants, and others), Marketing Library and Information Services: A Global Outlook highlights a variety of exemplary LIS marketing practices and efforts from around the globe. The following broad topics are explored: changing marketing concepts; marketing library and information services in different countries; marketing library and information services in different kind of libraries; web-based LIS marketing, etc.

✦ Table of Contents

Preface
Section 1 Marketing concepts
Marketing Library and Information Services: Connecting from Past to the Future
Changing Marketing Concepts: Contemporary Theories and Paradigms in Services Marketing
Gaining Customer Loyalty: the Ultimate in Marketing
Branding Libraries: the Challenges and Opportunities
Section 2 Excellence in Marketing
Excellence in Marketing: 2002-2012
Falling in Love with the Library: Marketing Tsinghua University Library in an Innovative Way
Internet Marketing: the Silver Bullet for Web 2.0?
Web-based Marketing
Have You Done Your Homework? Five Years on of a Campaign Life-Cycle
Building Community and Fostering Connection in a Canadian Academic Library through a Buttons Campaign
Story Tubes Contest: Marketing Libraries in the Digital Age
Happy Days for Welsh Libraries
From Georgia Tech to the World: Leveraging Existing Campus Infrastructure to Market the Library to a Global Audience
Section 3 Marketing in Different Countries and Libraries
Messaouda Boutaba and Nadia Temmar (Algeria)
Marketing in Algerian libraries: an Overview
Teaching Marketing for Better Cultural Projects’ Management: the Book Trade, Information and Communications Department Expertise
Management and Marketing: an Insight to Developments in German Libraries
Library and Information Services Marketing in Pakistan: a Profil
Relationship Marketing in Brazilian University Libraries
Creating Value for Users of University Libraries: Brazilian View
Being a Library and Being Visible in the Community Today
Marketing Library and Information Services: Exploration and Practice of the National Science Library of the Chinese Academy of Sciences
Marketing as an Access Tool for Public Archives: Guidelines for its Application in Libraries
Reaching the Islands in the Community: Marketing Practices in Madeira Regional Public Library, Portugal
Section 4 E-marketing
E-marketing for Libraries
Digital Marketing Tools Applied to the IE Library
Effective Use of Social Media Marketing for Customer Engagement in Information Organizations
Marketing Strategy to Monitor Library Websites’ Functional Performance
Section 5 LIS marketing literature: a global outlook
Literature on Marketing of Library and Information Services: an Analysis Based on Google Scholar
Marketing Library and Information Services: a Bibliometric Study of IFLA publications
Towards the Global Library: Applying Agenda 21 to Library Marketing