The most successful organizations in a fast-changing world are those that are genuinely market oriented. If librarians and information professionals are to ensure the survival and prosperity of their services, then marketing is a tool they must master and market research is an essential element of their work. This textbook introduces to practitioners a wide range of marketing concepts and techniques suitable for library and information services. Fully revised and updated, this second edition contains a new chapter on marketing in the digital age, which explores the potential of e-marketing for librarians and information managers, data mining and customer relationship management, and the current marketing focus.

Table of Contents

What is marketing?; the corporate mission; marketing strategies for librarians and information professionals; the marketing mix; promotion and public relations; market segmentation; marketing in the digital age; marketing research and market research; corporate identity and corporate image; the marketing plan.

About the Author

Eileen Elliott de Saez is a Chartered Marketer, one of the first in the UK, and was until recently Senior Lecturer at the School of Information Studies, University of Northumbria.

Reviews

"For anyone involved in marketing their library or information service--and in my opinion that means all staff--this is essential reading."