Marketing

This lists some printed and electronic material: firstly relating to marketing of library and information services; and secondly (internet sources only) relating to marketing generally. The basic principles of marketing are the same, whatever the product, so a good, recent marketing textbook will help (e.g.Dibb, Sally et al. Marketing: concepts and strategies. 3rd European ed. Boston: Houghton Mifflin, 1997). Marketing libraries and information centers Baker, Sharon. The responsive public library collection: how to develop and market it. Libraries Unlimited, 1993. ISBN 0-87287-911-9. This has a broader scope than the title might imply, and useful ideas. It covers: marketing orientation, objective-setting, service definition, costing and charging, service distribution and delivery, analysing user needs, promotion, and marketing-based selection practices. Banun, Shahar. Marketing Information Technology (IT) products and services through libraries: Malaysian experiences. In: 64th IFLA General Conference: August 16-August 21, 1998. The Hague: International Federation of Library Associations, 1998. Berger, Phil. Detailed chapter by chapter outline of a textbook on Marketing: relationships, quality, value : by William G Nickels and Marian Burk Wood. Calabrese, Alice. Marketing action planning: the untold story. In: 64th IFLA General Conference: August 16-August 21, 1998. The Hague: International Federation of Library Associations, 1998. Cheunwattana, Aree. Delivering and promoting library services in rural Thailand. In: 65th IFLA General Conference: August 20-August 28, 1999. The Hague: International Federation of Library Associations, 1999. Capital Planning Information. Friends of libraries: a report to the Library and Information Commission. London: LIC, 1999. (Library and Information Commission research report; 5) This is the Executive Summary of the report, which highlights conditions for success and functions of Friend of Libraries groups. Computers in Libraries: September 1998. 18 (8) whole issue. This focuses on promoting the library, and has a couple of articles available in full text on the site e.g. Your Attention, Please! Marketing Today's Libraries and abstracts of other articles. Coult, Graham. Raising the profile Managing information 6 (2) March 1999. Helton, Rae and Esrock, Stuart. Positioning and marketing academic libraries to students. Marketing library services. 12 (3) April/May 1998. Kassel, Amelia. How to write a marketing plan. Marketing library services 13 (5) June 1999. Latour, Terry S. Fund Raising Activities at Colleges and Universities in the United States (a survey). American Library Association, 1997. Lawrence, Deidre. The role of the art librarian as curator and publicist. In: 64th IFLA General Conference: August 16-August 21, 1998. The Hague: International Federation of Library Associations, 1998. Leisner, T. Should libraries engage in marketing? 61st IFLA general conference: conference proceedings: August 20-25 1995, IFLA, Istanbul. The Hague: IFLA, 1995. Library Association (UK) Publicity and Public Relations Group. The LA also organises events such as National Library Week, and awards annual prizes for library publicity campaigns. Markel, S. Marketing the library. Michigan: University of Michigan School of Information, 1996. Marketing library services. has some sample articles. Marketing treasures is an online newsletter about marketing library services,which from Winter 1999 is offered free by Chris Olson. Medical Libraries Association (USA). MLA's Librarian Survival Kit: Hints includes tips on marketing the medical library. Norman, O. Gene. Information marketing in libraries. In Kent, A. (ed) Encyclopedia of library and information science. Vol. 50, supplement 13. Marcel Dekker, 1992, 256-272. Orava, H. Marketing is an attitude of mind. 63rd IFLA General Conference: conference proceedings: August 31 - September 5: IFLA, Copenhagen. The Hague: IFLA, 1997. Renborg, G. Marketing library services: how it all began. 63rd IFLA General Conference: conference proceeings: August 31 - September 5, IFLA, Copenhagen. The Hague: IFLA, 1997. Special Libraries Association (USA). SLA Public Relations includes a page of PR tips and information about SLA-organised events such as Special Librarian's day. Stokes, Stephanie. Library Design and PR. A US site of most interest to public and school librarians, it has resources such as articles and images. Tucci, V.K. Information marketing for libraries. In Williams, M. (ed) Annual review of information science and technology. Vol. 23. ASIS, 1988. 59-82. Webber, Sheila. Marketing of libraries and information centres. in Line, Maurice. (ed.) Librarianship and Information Work Worldwide 1999. London: Bowker-Saur, 1999. pp291-317. Wood, Elizabeth. Strategic marketing for libraries. Greenwood, 1988. ISBN 0-313-24405-7. Wormell, I. Success factors for fee-based information services. Helsinki: NORDINFO, 1996.Yates-Mercer, P.A. and Steward, Y.F. The marketing of internal business information services. Journal of information science. 17 (4), 1991, 221-233. This presents the results of a survey. ANZMAC 98: 1st Australia-New Zealand Marketing Academy Conference. University of Otago, 1998. The site includes the full text of proceedings. Internet Advertising Resource Guide from Hairong Li, a well-maintained guide based in the USA. Advertising age is also a good source for internet marketing news. Internet advertising report. News stories from Meckler. You can also receive the headlines free by email. BUBL subject tree - marketing lists and describes some key web resources. Business 2.0, "the magazine of business in the Internet Age" covers e-commerce with articles on commercial use of email, barnding on the web etc. There is a useful set of links in their New Economy Portal Channel seven News Beat US news items relating to advertising industry. There are summaries of each issue of the Financial Times' 10 part guide to marketing on its Mastering Management site (an aside for Strathclyde Department of Information Science students - the actual parts are in the Resource Centre). Homann, Matthias. IMAFDI-E a site for marketing students, from this Frankfurt-am-Main-based ex-student. Not a huge number of links: the German version is much more substantial and looks a useful resource. Internet-sales: this is for those interested in making sales via the Internet. ISM '99: 5th Annual Innovations in Social Marketing Conference: Montreal, Canada July 18-20, 1999. University of Hawaii, 1999. The site includes the full text of a number of papers. Marketing magazine Mousetracks: the list of marketing lists (despite the "1995" at the top, it actually seems to be up to date.) /Mousetracks/ from New South Network Services also has links to academic material (mostly syllabi), list of lists, some advice. Net Marketing from Advertising Age includes articles about using the internet (particularly web sites) for marketing, reviews of web sites etc. Press Release writing has tips on writing press releases ;-) Revolution the (UK) magazine for new media marketing Social Marketing site includes a set of links to resources concerned with social marketing. University of Strathclyde Department of Marketing links. WilsonNet. Web marketing and e-commerce is an excellent resource for these topics, with lots of links to other articles and sites. Yahoo - marketing section Associations American Marketing Association (USA) Chartered Institute of Marketing (UK) European Society for Opinion and Market Research site includes a position paper on market research on the internet, and a list of links to market research societies. Market Research Society (UK) Marketing Guild (UK) The Marketing Institute (Ireland) BACK

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