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

Front Cover
American Library Association, 2009 - Business & Economics - 171 pages
2 Reviews
In this study, 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.
 

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

LibraryThing Review

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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