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Marketing Library and Information Services II

A Global Outlook

Ed. by Gupta, Dinesh K. / Koontz, Christie / Massisimo, Angels

Series:IFLA Publications 159

DE GRUYTER SAUR

119,95 € / $168.00 / £109.00*

eBook (PDF)
Publication Date:
June 2013
Copyright year:
2013
ISBN
978-3-11-028104-0
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eBook (PDF)
ISBN 978-3-11-028104-0
RRP
€ [D] 119.95 / US$ 168.00 / GBP 109.00*
Hardcover
ISBN 978-3-11-028086-9
RRP
€ [D] 119.95 / US$ 168.00 / GBP 109.00*
*Prices in US$ apply to orders placed in the Americas only. Prices in GBP apply to orders placed in Great Britain only. Prices in € represent the retail prices valid in Germany (unless otherwise indicated). Prices are subject to change without notice. Prices do not include postage and handling if applicable. Free shipping for non-business customers when ordering books at De Gruyter Online. Please find details to our shipping fees here. RRP: Recommended Retail Price.

Frontmatter

Pages i-iv

Contents

Pages 5-8

Preface

Pages 9-10

SECTION 1. MARKETING CONCEPTS

Marketing Library and Information Services: Connecting from the Past to the Future

Gupta, Dinesh K. / Koontz, Christie / Massisimo, Angels

Pages 13-22

Changing Marketing Concepts: Contemporary Theories and Paradigms in Services Marketing

Broady-Preston, Judith

Pages 23-42

Gaining Customer Loyalty: the Ultimate in Marketing

Kaur, Kiran

Pages 43-54

Branding Libraries: the Challenges and Opportunities

Rowley, Jennifer

Pages 55-68

SECTION 2: EXCELLENCE IN MARKETING

Excellence in Marketing: 2002–2012

Koontz, Christie

Pages 71-86

Falling in Love with the Library: Marketing Tsinghua University Library in an Innovative Way

Lifeng, Han / Yuan, Wang

Pages 87-100

Internet Marketing: the Silver Bullet for Web 2.0?

Roesner, Elke / Ostrzinski, Ulrike

Pages 101-114

Web-based Marketing

Koh, Sharon / Pin, Wan Wee

Pages 115-126

Have You Done Your Homework? Five Years on of a Campaign Life-Cycle

Dorsman, Rosalind

Pages 127-138

Building Community and Fostering Connection in a Canadian Academic Library through a Buttons Campaign

Collins, Nancy

Pages 139-162

StoryTubes Contest: Marketing Libraries in the Digital Age

Brautigam, Faith / Raleigh, Denise

Pages 163-176

Happy Days for Welsh Libraries

Purdie, Jane / Tyler, Alyson

Pages 177-194

From Georgia Tech to the World: Leveraging Existing Campus Infrastructure to Market the Library to a Global Audience

Bennett, Charlie / Doshi, Ameet

Pages 195-202

SECTION 3. MARKETING IN DIFFERENT COUNTRIES AND LIBRARIES

Marketing in Algerian Libraries: an Overview

Boutaba, Messaouda / Temmar, Nadia

Pages 205-216

Teaching Marketing for Better Cultural Projects’ Management: the Book Trade, Information and Communications Department Expertise

Badra, Lamia

Pages 217-228

Management and Marketing: an Insight to Developments in German Libraries

Klauser, Hella

Pages 229-240

Library and Information Services Marketing in Pakistan: a Profile

Ameen, Kanwal

Pages 241-248

Relationship Marketing in Brazilian University Libraries

Silva Araújo, Walqueline da / Bezerra da Silva, Márcio

Pages 249-262

Creating Value for Users of University Libraries: Brazilian View

Oliveira, Nivaldo / Souza Sette, Ricardo de / Natal de Oliveira, Vânia

Pages 263-274

Being a Library and Being Visible in the Community Today

Tibljas, Verena

Pages 275-286

Marketing Library and Information Services: Exploration and Practice of the National Science Library of the Chinese Academy of Sciences

Shu, Fang / Zhiping, Yang

Pages 287-298

Marketing as an Access Tool for Public Archives: Guidelines for its Application in Libraries

Castro Barros Correia dos Santos, Sofia Margarida de

Pages 299-314

Reaching the Islands in the Community: Marketing Practices in Madeira Regional Public Library, Portugal

Figueira, Ana / Sousa, Andreia / Nunes, Carla

Pages 315-332

SECTION 4: E-MARKETING

E-Marketing for Libraries

Fernández Marcial, Viviana

Pages 335-344

Digital Marketing Tools Applied to the IE Library

Blázques, A. Marcos / Recio, J. C. Marcos

Pages 345-360

Effective Use of Social Media Marketing for Customer Engagement in Information Organizations

Singh, Rajesh

Pages 361-372

Marketing Strategy to Monitor Library Websites’ Functional Performance

Amaral, Sueli Angelica do

Pages 373-384

SECTION 5: LIS MARKETING LITERATURE: A GLOBAL OUTLOOK

Literature on Marketing of Library and Information Services: an Analysis Based on Google Scholar

Mahesh, G. / Gupta, Dinesh K.

Pages 387-398

Marketing Library and Information Services: a Bibliometric Study of IFLA Publications

Gupta, Dinesh K. / Mahesh, G. / Pareek, Sarwesh

Pages 399-408

Towards the Global Library – Applying Agenda 21 to Library Marketing

Schöpfel, Joachim

Pages 409-424

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