APPLICATION OF THE CONJOINT ANALYSIS AS A MARKETING RESEARCH TOOL FOR THE DEVELOPMENT AND CONTROL OF FUTURE ACADEMIC LIBRARY SERVICES: THE ProSeBiCA- PROJECT

Chapters in this book

1. Frontmatter I
2. TABLE OF CONTENTS V
3. INTRODUCTION IX
4. ACKNOWLEDGEMENTS XI
5. Section - I. MARKETING CONCEPT : A CHANGING PERSPECTIVE
6. CONTRIBUTORS XII
7. BROADENING THE CONCEPT OF LIS MARKETING 5
8. A FRAMEWORK FOR MARKET ORIENTATION IN LIBRARIES 21
9. Section - II. MARKETING IN LIBRARIES AROUND THE WORLD
10. MARKETING PUBLIC LIBRARIES IN DENMARK 35
11. MARKETING LIS IN NORWAY - AN OVERVIEW 44
12. LIBRARY MARKETING IN SPAIN : STATE-OF-THE-ART 52
13. UNDERSTANDING MARKETING CULTURE IN FINNISH LIBRARIES 64
14. FROM MIND SHIFT TO PARADIGM SHIFT: MARKETING MANAGEMENT IN CHINA LIBRARIES 73
15. MARKETING OF LIBRARIES AND DOCUMENTATION SERVICES IN FRANCE: A DIFFICULT INTEGRATION? 84
16. MARKETING LIBRARY SERVICES IN AFRICA 93
17. MARKETING LIBRARY AND INFORMATION SERVICES IN KENYA 103
18. MARKETING OF LIBRARY AND INFORMATION SERVICES IN PAKISTAN: A PROFILE 111
19. MARKETING LIBRARY AND INFORMATION SERVICES IN AUSTRALIAN ACADEMIC LIBRARIES 120
20. METAPHORS ON MARKETING: SYMBOLIC AND EFFECTIVE ATTEMPTS IN THE "LUCIAN BLAGA" CENTRAL UNIVERSITY LIBRARY CLUJ-NAPOCA, ROMANIA 132
21. FINALLY SOMEBODY WANTS TO HEAR WHAT TEENAGERS HAVE TO SAY: MARKETING IN A CROTIA'S PUBLIC LIBRARY 141
22. BRANDING AS A PROCESS: A VIEWPOINT FROM SOUTH AFRICA 150
23. MARKETING OF LIBRARY AND INFORMATION SERVICES: THE VIEW FROM KNOWLEDGE MANAGEMENT WITHIN THE FINANCIAL SERVICES SECTOR 158
24. Section - III. ROLE OF LIBRARY ASSOCIATIONS
25. BRIEF HISTORY OF THE IFLA MANAGEMENT AND MARKETING SECTION (1995-2003) AND REVIEW OF ITS ACTIVITIES 177
26. MARKETING IN PUBLIC LIBRARIES: AN INTERNATIONAL PERSPECTIVE BASED ON THE PUBLIC LIBRARY SERVICE, IFLA / UNESCO GUIDELINES FOR DEVELOPMENT 182
27. THE ROLE OF THE AMERICAN LIBRARY ASSOCIATION IN THE MARKETING ORIENTATION OF LIBRARIES 190
28. WE CANNOT TALK TOO LOUD!: AN INVESTIGATION INTO THE ROLE OF CILIP IN LIS MARKETING 196
29. THE ‘CAMPAIGN FOR AMERICA’S LIBRARIES’ AND THE ‘CAMPAIGN FOR THE WORLD’S LIBRARIES’ 203
30. NATIONAL LIBRARY WEEK IN LITHUANIA: ADVOCACY AND MARKETING CAMPAIGN 212
31. Section - IV. EDUCATION, TRAINING AND RESEARCH
32. MARKETING IN THE CURRICULA OF LIBRARY AND INFORMATION SCIENCE EDUCATION PROGRAMS 227
33. EDUCATION AND TRAINING FOR MARKETING INFORMATION SERVICES IN THE UK 237
34. EDUCATING FOR MARKETING OF INFORMATION SERVICES IN CANADA: AN ELECTIVE COURSE IN FIVE GRADUATE LIS PROGRAMS 247
35. EDUCATION FOR LIS MARKETING IN INDIA 260
36. EDUCATION AND RESEARCH FOR LIBRARY MARKETING IN ESTONIA 268
37. CONTINUING PROFESSIONAL DEVELOPMENT PROGRAMMES (CPDP) FOR LIS PROFESSIONALS IN MARKETING AREA: AN INDIAN EXPERIENCE 279
38. RESEARCH FOR DESIGN AND TESTING OF INFORMATION PRODUCT 286
39. APPLICATION OF THE CONJOINT ANALYSIS AS A MARKETING RESEARCH TOOL FOR THE DEVELOPMENT AND CONTROL OF FUTURE ACADEMIC LIBRARY SERVICES: THE ProSeBiCA- PROJECT 300
40. Section - V. EXCELLENCE IN MARKETING
41. EXCELLENCE IN MARKETING 313
42. I CAME, I SAW, I READ: MARKETING INITIATIVE FOR REFUGEE CHILDREN 325
43. MARKETING ACADEMIC LIBRARIES IN THE UK: THE OXFORD BROOKES UNIVERSITY LIBRARY APPROACH 335
44. THE POWER CARD CHALLENGE: MARKETING THE HOUSTON PUBLIC LIBRARY 349
45. LITERARY PATHWAYS: APPROACHING LITERATURE THROUGH LITERARY LANDSCAPES 362
46. Section - VI. DATABASES AND OTHER MARKETING LITERATURE
47. DATABASES AS (INFORMATION) RESOURCE, LANGUAGE AND BEHAVIOUR 371
48. THE “MATPROMO” DATABASE: AN IFLA MANAGEMENT & MARKETING SECTION PROJECT 382
49. DATABASE ON LIS MARKETING LITERATURE IN INDIA 390
50. THE FOUR Ps CONCEPT IN LIBRARY AND INFORMATION SERVICES: A REVIEW OF LITERATURE 398
51. MARKETING LIBRARY SERVICES NEWSLETTER: AN OVERVIEW 410