Marketing the 21st Century Library

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