ERIC Number: ED369395
Record Type: Non-Journal
Publication Date: 1993-May
Reference Count: N/A
Marketing & Libraries Do Mix: A Handbook for Libraries and Information Centers.
Tenney, H. Baird; And Others
This handbook offers a practical set of ideas to help all types of libraries in the task of marketing their services in an increasingly competitive economy and provides a model program as urged by the White House Conference on Library and Information Services. It is aimed at adult information services in particular, with passing references to children's services, literacy training, and other library services. Part 1 contains three chapters; the initial chapter provides information on how to use the handbook, with a six-step program for marketing libraries. The second and third chapters extend some key findings and discuss developing a marketing program in general. Part 2 contains six chapters that review the following: (1) self-assessment; (2) market definition; (3) product planning; (4) product creation; (5) selling; and (6) closing the loop. Part 3 then analyzes the special needs of different types of libraries, from academic through corporate, government, institutional, law, medical, public, and school libraries. Two appendixes discuss the influence of technology on library marketing and marketing surveys. Twenty-seven exhibits and sample forms are attached. (Contains 59 references.) (SLD)
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Media Staff; Practitioners
Sponsor: Office of Educational Research and Improvement (ED), Washington, DC. Office of Library Programs.
Authoring Institution: Ohio State Library, Columbus.; Western Reserve Associates, Cleveland Heights, OH.