Gaining Customer Loyalty: the Ultimate in Marketing

Chapters in this book

1. Frontmatter i
2. Contents v
3. Preface 9
4. SECTION 1. MARKETING CONCEPTS
5. Marketing Library and Information Services: Connecting from the Past to the Future 13
6. Changing Marketing Concepts: Contemporary Theories and Paradigms in Services Marketing 23
7. Gaining Customer Loyalty: the Ultimate in Marketing 43
8. Branding Libraries: the Challenges and Opportunities 55
9. SECTION 2: EXCELLENCE IN MARKETING
10. Excellence in Marketing: 2002–2012 71
11. Falling in Love with the Library: Marketing Tsinghua University Library in an Innovative Way 87
12. Internet Marketing: the Silver Bullet for Web 2.0? 101
13. Web-based Marketing 115
14. Have You Done Your Homework? Five Years on of a Campaign Life-Cycle 127
15. Building Community and Fostering Connection in a Canadian Academic Library through a Buttons Campaign 139
16. StoryTubes Contest: Marketing Libraries in the Digital Age 163
17. Happy Days for Welsh Libraries 177
18. From Georgia Tech to the World: Leveraging Existing Campus Infrastructure to Market the Library to a Global Audience 195
19. SECTION 3. MARKETING IN DIFFERENT COUNTRIES AND LIBRARIES
20. Marketing in Algerian Libraries: an Overview 205
21. Teaching Marketing for Better Cultural Projects’ Management: the Book Trade, Information and Communications Department Expertise 217
22. Management and Marketing: an Insight to Developments in German Libraries 229
23. Library and Information Services Marketing in Pakistan: a Profile 241
24. Relationship Marketing in Brazilian University Libraries 249
25. Creating Value for Users of University Libraries: Brazilian View 263
26. Being a Library and Being Visible in the Community Today 275
27. Marketing Library and Information Services: Exploration and Practice of the National Science Library of the Chinese Academy of Sciences 287
28. Marketing as an Access Tool for Public Archives: Guidelines for its Application in Libraries 299
29. Reaching the Islands in the Community: Marketing Practices in Madeira Regional Public Library, Portugal 315
30. SECTION 4: E-MARKETING
31. E-Marketing for Libraries 335
32. Digital Marketing Tools Applied to the IE Library 345
33. Effective Use of Social Media Marketing for Customer Engagement in Information Organizations 361
34. Marketing Strategy to Monitor Library Websites’ Functional Performance 373
35. SECTION 5: LIS MARKETING LITERATURE: A GLOBAL OUTLOOK
36. Literature on Marketing of Library and Information Services: an Analysis Based on Google Scholar 387
37. Marketing Library and Information Services: a Bibliometric Study of IFLA Publications 399
38. Towards the Global Library – Applying Agenda 21 to Library Marketing 409