Marketing Library and Information Services II: A Global Outlook

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Marketing Library and Information Services II

A Global Outlook

Edited by: Dinesh K. Gupta , Christie Koontz and Angels Massisimo

Language: English

Published/Copyright: 2013

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This book is in the series

Volume 159 | IFLA Publications

About this book

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.

Author / Editor information

Dinesh K. Gupta, Vardhaman Mahaveer Open University, Kota, India; Christie Koontz, Florida State University, Florida, USA and Angels Massisimo, University of Barcelone, Spain

Supplementary Materials

Contents

Topics

Library and Information Science, Book Studies Library and Information Science, other

Frontmatter Publicly Available Download PDF	i
Contents Publicly Available Download PDF	v
Preface Requires Authentication Unlicensed Licensed	9
SECTION 1. MARKETING CONCEPTS
Marketing Library and Information Services: Connecting from the Past to the Future Dinesh K. Gupta, Christie Koontz and Angels Massisimo Requires Authentication Unlicensed Licensed	13
Changing Marketing Concepts: Contemporary Theories and Paradigms in Services Marketing Judith Broady-Preston Requires Authentication Unlicensed Licensed	23
Gaining Customer Loyalty: the Ultimate in Marketing Kiran Kaur Requires Authentication Unlicensed Licensed	43
Branding Libraries: the Challenges and Opportunities Jennifer Rowley Requires Authentication Unlicensed Licensed	55
SECTION 2: EXCELLENCE IN MARKETING
Excellence in Marketing: 2002–2012 Christie Koontz Requires Authentication Unlicensed Licensed	71
Falling in Love with the Library: Marketing Tsinghua University Library in an Innovative Way Han Lifeng and Wang Yuan Requires Authentication Unlicensed Licensed	87
Internet Marketing: the Silver Bullet for Web 2.0? Elke Roesner and Ulrike Ostrzinski Requires Authentication Unlicensed Licensed	101
Web-based Marketing Sharon Koh and Wan Wee Pin Requires Authentication Unlicensed Licensed	115
Have You Done Your Homework? Five Years on of a Campaign Life-Cycle Rosalind Dorsman Requires Authentication Unlicensed Licensed	127
Building Community and Fostering Connection in a Canadian Academic Library through a Buttons Campaign Nancy Collins Requires Authentication Unlicensed Licensed	139
StoryTubes Contest: Marketing Libraries in the Digital Age Faith Brautigam and Denise Raleigh Requires Authentication Unlicensed Licensed	163
Happy Days for Welsh Libraries Jane Purdie and Alyson Tyler Requires Authentication Unlicensed Licensed	177
From Georgia Tech to the World: Leveraging Existing Campus Infrastructure to Market the Library to a Global Audience Charlie Bennett and Ameet Doshi Requires Authentication Unlicensed Licensed	195
SECTION 3. MARKETING IN DIFFERENT COUNTRIES AND LIBRARIES
Marketing in Algerian Libraries: an Overview Messaouda Boutaba and Nadia Temmar Requires Authentication Unlicensed Licensed	205
Teaching Marketing for Better Cultural Projects’ Management: the Book Trade, Information and Communications Department Expertise Lamia Badra Requires Authentication Unlicensed Licensed	217
Management and Marketing: an Insight to Developments in German Libraries Hella Klauser Requires Authentication Unlicensed Licensed	229
Library and Information Services Marketing in Pakistan: a Profile Kanwal Ameen Requires Authentication Unlicensed Licensed	241
Relationship Marketing in Brazilian University Libraries Walqueline da Silva Araújo and Márcio Bezerra da Silva Requires Authentication Unlicensed Licensed	249
Creating Value for Users of University Libraries: Brazilian View Nivaldo Oliveira, Ricardo de Souza Sette and Vânia Natal de Oliveira Requires Authentication Unlicensed Licensed	263
Being a Library and Being Visible in the Community Today Verena Tibljas Requires Authentication Unlicensed Licensed	275
Marketing Library and Information Services: Exploration and Practice of the National Science Library of the Chinese Academy of Sciences Fang Shu and Yang Zhiping Requires Authentication Unlicensed Licensed	287
Marketing as an Access Tool for Public Archives: Guidelines for its Application in Libraries Sofia Margarida de Castro Barros Correia dos Santos Requires Authentication Unlicensed Licensed	299
Reaching the Islands in the Community: Marketing Practices in Madeira Regional Public Library, Portugal Ana Figueira, Andreia Sousa and Carla Nunes Requires Authentication Unlicensed Licensed	315
SECTION 4: E-MARKETING
E-Marketing for Libraries Viviana Fernández Marcial Requires Authentication Unlicensed Licensed	335
Digital Marketing Tools Applied to the IE Library A. Marcos Blázques and J. C. Marcos Recio Requires Authentication Unlicensed Licensed	345
Effective Use of Social Media Marketing for Customer Engagement in Information Organizations Rajesh Singh Requires Authentication Unlicensed Licensed	361
Marketing Strategy to Monitor Library Websites’ Functional Performance Sueli Angelica do Amaral Requires Authentication Unlicensed Licensed	373
SECTION 5: LIS MARKETING LITERATURE: A GLOBAL OUTLOOK
Literature on Marketing of Library and Information Services: an Analysis Based on Google Scholar G. Mahesh and Dinesh K. Gupta Requires Authentication Unlicensed Licensed	387
Marketing Library and Information Services: a Bibliometric Study of IFLA Publications Dinesh K. Gupta, G. Mahesh and Sarwesh Pareek Requires Authentication Unlicensed Licensed	399
Towards the Global Library – Applying Agenda 21 to Library Marketing Joachim Schöpfel Requires Authentication Unlicensed Licensed	409

Publishing information

Pages and Images/Illustrations in book

eBook published on:

June 25, 2013

eBook ISBN:

9783110281040

Hardcover published on:

June 18, 2013

Hardcover ISBN:

9783110280869

Pages and Images/Illustrations in book

Main content:

423

Illustrations:

82

Tables:

40

https://doi.org/10.1515/9783110281040

eBook ISBN: 9783110281040

Hardcover ISBN: 9783110280869

Keywords for this book

Library marketing; marketing

Audience(s) for this book

Libraries, Institutes, Academics, Information Professionals

Safety & product resources

Manufacturer information:
Walter de Gruyter GmbH
Genthiner Straße 13
10785 Berlin
productsafety@degruyterbrill.com

Marketing Library and Information Services II

Overview

About this book

Author / Editor information

Supplementary Materials

Topics

Table of contents

Bibliographic data