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Marketing the 21st Century Library - 1st Edition - ISBN: 9781843347736, 9781780634548

Marketing the 21st Century Library

1st Edition

The Time Is Now

Author: Debra Lucas-Alfieri
Paperback ISBN: 9781843347736
eBook ISBN: 9781780634548
Imprint: Chandos Publishing
Published Date: 11th May 2015
Page Count: 126
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Although the 21st century library is competing with numerous web-based resources, its clients can benefit from using its research assistance, physical and online holdings, and physical space, so they need to understand what the library offers. Marketing the 21st Century Library systematically and concisely teaches students and practitioners how to and why they should market and promote academic libraries. Librarians need to use marketing not only to advertise and promote resources, but also to boost the profession and the role we play. The book introduces key marketing concepts, followed by the history of library marketing. Subsequent chapters guide readers through a series of tools and resources so they can create their own marketing plans, concluding with an exploration of resources, services and further readings.

Key Features

  • Includes web extras, tables, problem and solution exercises
  • Contains extensive references to real-world examples of good practice
  • Details practical examples and case summaries from leading libraries
  • Explores the importance of marketing and promoting academic libraries
  • Provides resources for readers to help create marketing plans


library staff, librarians, directors, senior academic administrators, and library school students.

Table of Contents

1: Introduction

  • Abstract
  • 1.1 Introduction
  • 1.2 Early definitions of marketing
  • 1.3 The profession: A super-marketing experience

2: From the past to the future: Library as place

  • Abstract
  • 2.1 Marketing in necessity
  • 2.2 Marketing libraries in the past
  • 2.3 Samuel Sweet Green
  • 2.4 John Cotton Dana
  • 2.5 S.R. Ranganathan
  • 2.6 Francis K.W. Drury
  • 2.7 Early academic marketing steps
  • 2.8 The future
  • 2.9 Librarians of the future offer full-text delivery seamlessly
  • 2.10 Conclusion
  • 2.11 Discussion questions

3: Marketing plan research and assessment

  • Abstract
  • 3.1 Using quantitative and qualitative data
  • 3.2 Using action research
  • 3.3 Assessment tools
  • 3.4 Avoiding assessment challenges
  • 3.5 IRB process
  • 3.6 Conclusion
  • 3.7 Review questions

4: Creating the marketing plan

  • Abstract
  • 4.1 Introduction
  • 4.2 Components of a market plan for the academic library
  • 4.3 Conclusion
  • 4.4 Exercises

5: Project control—Managing marketing initiatives

  • Abstract
  • 5.1 Introduction
  • 5.2 Taming a potential beast
  • 5.3 The unexpected turns: Change management
  • 5.4 Discussion questions
  • 5.5 A library’s tale—Case study
  • 5.6 Practice case study questions

6: Partnerships

  • Abstract
  • 6.1 Partnership opportunities and constituencies (POC—Pronounced “poke”)
  • 6.2 From constituents to partners—Forging the way
  • 6.3 POC—Faculty
  • 6.4 POC and administrative or inter- and- intradepartmental partnerships
  • 6.5 Community involvement
  • 6.6 Conclusion
  • 6.7 Discussion questions

7: Resources and services to promote

  • Abstract
  • 7.1 Market first, promote last
  • 7.2 Histories of our leading competition—Easier-to-use resources
  • 7.3 Marketing what sets us apart
  • 7.4 Customer service
  • 7.5 Embedding librarians into campus life
  • 7.6 Communications
  • 7.7 Discussion questions

8: Using technology to market and promote

  • Abstract
  • 8.1 Introduction
  • 8.2 Social medium
  • 8.3 Twitter
  • 8.4 Pinterest
  • 8.5 Online games
  • 8.6 Library Web sites
  • 8.7 Web sites vs mobile apps
  • 8.8 Facebook
  • 8.9 Discussion questions

9: Marketing a profession: Marketing the future

  • Abstract
  • 9.1 Introduction
  • 9.2 The time is now. Marketing the profession: If we wait it will be too late
  • 9.3 Future of marketing libraries and the profession—If we wait, it will be too late
  • 9.4 Customer service
  • 9.5 Mission, vision, and SWOT analysis (Think)
  • 9.6 Assessment and planning (TIPR: Investigate and plan)
  • 9.7 Form partnerships (TIPR: React)
  • 9.8 Promote the five W’s
  • 9.9 Conclusion
  • 9.10 Exercises


No. of pages:
© Chandos Publishing 2015
11th May 2015
Chandos Publishing
Paperback ISBN:
eBook ISBN:

About the Author

Debra Lucas-Alfieri

Debra Lucas-Alfieri

Debra Lucas-Alfieri has been the Head of Reference and Interlibrary Loan at D’Youville College in Buffalo, NY, since 2002. Her book chapters appear in Middle Management in Academic and Public Libraries and the 21st Century Handbook of Anthropology. Dozens of encyclopedia articles appear in the Encyclopedia of Power, the Encyclopedia of Time, the Encyclopedia of Anthropology, and the 20th Century Encyclopedia of Pop Culture. Debra has also published academic journal articles in Collaborative Librarianship, the Journal of Interlibrary Loan, Document Delivery & Electronic Reserve, and the Journal of Library and Information Science. She teaches web-based workshops for Library Juice Academy ( in marketing public and academic libraries, library management, and interlibrary loan. Additionally, she has served as an editor for the Journal of Library Innovation. She has served as a guest lecturer, conference presenter, and keynote speaker in the field of librarianship and research. She is also recognized in Who’s Who in America and Who’s Who of American Women. Debra also has a website,, which details her professional contributions.

Affiliations and Expertise

Head of Reference and Interlibrary Loan, D’Youville College, Buffalo, NY, USA


"Whether you are completely new to marketing, in the earliest stage of developing your library's marketing plan, or already an experienced marketing professional, you need this book! Marketing the 21st Century Library is an invaluable resource for anyone working in libraries today, particularly those who understand the necessity of effectively communicating the value of the modern library. Debra Lucas-Alfieri explains key marketing principles and applies them to libraries with the insight and perspective of both an experienced marketing and library professional. Well-written, accessible, and packed with valuable information, this book will help you identify tools and resources you can use to create and implement a strategic, integrated, and successful marketing plan for your library." --Clarissa Mansfield, Western Washington University, Bellingham, USA

Ratings and Reviews