Marketing Today's Academic Library: A Bold New Approach to Communicating with Students

Front Cover
American Library Association, 2009 - Business & Economics - 171 pages
In Marketing Today’s Academic Library, Brian Mathews uses his vast experience to speak directly to the academic library practitioner about matching services with user needs. This book proposes new visions and ideas, challenging the traditional way of thinking and providing a framework to target users more precisely.Most library marketing intended for undergraduates promotes the collection, reference and instructional service, and occasional events such as guest speakers or exhibits. The guiding principle of Marketing Today’s Academic Library is that marketing should focus on the lifestyle of the user, showcasing how the library fits within the daily life of the student. Mathews’ personal and compelling presentation will assist readers in Challenging and rethinking their marketing strategies Demonstrating their value through applied relevance Focusing on the needs of the student and their expectationsWritten in a concise and engaging manner that speaks to popular anxiety points about new marketing techniques, this book is filled with tips and strategies that academic librarians can use to communicate with students, surpassing their expectations of their library experience.
 

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Very interesting read. Presents the concepts of marketing but also real examples of things that work.

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User Review  - bead-nut - LibraryThing

Just on second chapter but can already tell the author has a unique viewpoint. Read full review

Contents

Do Libraries Need to Advertise?
1
Defining the User
7
Student Need States
24
The Library as Product
30
Conducting Marketing Research
43
Building Relationships
68
Developing Brand Strategies
86
Promotional Building Blocks
99
Designing Messages
117
Measuring the Impact
132
Putting It All Together
142
Staging Academic Experiences
159
Afterword
163
Index
165
Copyright

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About the author (2009)

Brian Mathews is the Assistant University Librarian for Outreach & Academic Services at the University of California, Santa Barbara. He has previously served as the user experience librarian at the Georgia Institute of Technology and as a reference librarian at the George Washington University. Brian has published numerous journal articles and is an active speaker and panel member on a variety of library topics, particularly on increasing the awareness of library services to students. He is also an advocate for empathic design, and is currently exploring new ways of encouraging patrons to participate in scholarly, creative, cultural, and service-oriented endeavors. His blog is The Ubiquitous Librarian.

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