Strategic Marketing of Library Resources and Services     

Debbi A. Smith 《College & Undergraduate Libraries》2013,20(4):333-349

The development of marketing activities for an academic library as an outgrowth of an overall library strategic plan can assist in clarifying which key resources and services should be promoted and in developing the optimal activities for communicating their benefits. Marketing as an ancillary process to strategic planning can increase awareness and use of library resources and services among targeted user groups and can present a clear, consistent image to students, faculty, and administration as to what the library offers to the life of the university community and validate its continued funding. A permanent library marketing committee is the best means for coordinating library marketing activities.  相似文献   

We Cannot See Them,But They Are There     

《Journal of Library & Information Services in Distance Learning》2013,7(1):41-50

Abstract

Distance learners are a unique target-population for the marketing of library services and resources. Because these patrons do not visit the library often, if at all, it is crucial to actively promote the library resources and services available to them. Marketing strategies for distance learning library services need to take a multifaceted approach to reach distance learners in as many ways as possible, and collaboration with various groups and departments on campus is an important part of the process. Promotion of distance library services can take advantage of high-tech options, but it should also work in the realm of “traditional” publicity as well.  相似文献   

Distance Education and Virtual Reference     

《Journal of Library & Information Services in Distance Learning》2013,7(4):29-40

Abstract

Texas A&M University Libraries has been testing virtual reference services since February 2004, but during the fall semester 2005, the Libraries began implementing and actively promoting the services to various target groups. Distance education students were identified as a primary target group for virtual reference services, and as of the fall semester 2005, approximately 1,600 students were enrolled in 190 distance education classes. This paper presents the Libraries plan for promoting virtual reference services to distance education students and faculty and for evaluating the plan.  相似文献   

LINX; The Integrator     

《期刊图书馆员》2013,64(3):17-27

LINX is an online, remote access serials management system designed by a team of librarians and technical specialists at the F. W. Faxon Co. LINX uses the latest technology to streamline serials processing and records management. This report describes LINX, re- views the development of the LINX network, addresses design and network implementation factors resolved during this development, and lists potential enhancements to current components.  相似文献   

Marketing and Advertising     

《Journal of Business & Finance Librarianship》2013,18(3-4):245-252

Abstract

The Web is one of the best starting points for marketing and advertising information. The author covers Web sites for top publications as well as sites from academic institutions and professional associations.  相似文献   

Use of inoculation to foster resistance to credit card marketing targeting college students     

Joshua Compton  Michael Pfau 《Journal of Applied Communication Research》2013,41(4):343-364

Student credit card debt is a growing problem. This study explores the effectiveness of the inoculation strategy to foster resistance to credit card marketing targeting college students. In order to explore further the medical analogy on which the inoculation strategy is based, this study was the first systematically to alter the argument strength of both the counterarguments and refutations in the inoculation pretreatment message to determine whether argument strengths impact effectiveness of inoculation treatments. In addition, this investigation explored whether inoculation spreads from person to person via social channels, similar to the marketing concept of viral marketing. Results indicated that conventional inoculation treatment messages successfully inoculated college students against credit card advertisements, manifested in attitude valence and behavioral intentions, and that matching argument strength is the most effective inoculation strategy.  相似文献   

Data Rules: How Mapping Technology Drives Better Customer Service     

Marc Futterman  Judy Michaelson 《Public Library Quarterly》2013,32(2):141-152

Is your library market-driven, product-driven or customer-driven? New internet-based data and tools are now available for public libraries that enable you to be customer-driven—for your own unique service area. This article shows how three library systems are using these tools—focused on market segmentation data and geographic information system (GIS) technology—to deliver more relevant customer services. Each solution described in the article was developed in close collaboration between CIVICTechnologies and the library, involving research to understand the library's objectives and desired outcomes, and using the data needed to meet each library's unique challenge.  相似文献   

EDITORIAL     

《Journal of Marketing for HIGHER EDUCATION》2013,23(1-2):1-2

No abstract available for this article.  相似文献   

UK higher education viewed through the marketization and marketing lenses     

Eva Nedbalová  Luke Greenacre  John Schulz 《Journal of Marketing for HIGHER EDUCATION》2013,23(2):178-195

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms – autonomy, competition, price and information – are contrasted with the four Ps of marketing: product, price, place and promotion. This paper demonstrates how market forces influence HE institutions and, in contrast, how HE institutions shape the environment via marketing practice. Knowing how one discipline relates to another is crucial for those who strive to understand the context of HE.  相似文献   

The Antecedents of the Market Orientation in Higher Education     

《Journal of Marketing for HIGHER EDUCATION》2013,23(2):93-105

ABSTRACT

Colleges appear to be more eager and willing than ever to adopt a market orientation given declining enrollments and the downsizing that many are experiencing. Yet, the factors which foster and produce a market orientation have not been well defined in previous research. This study examines three antecedents of the market orientation within the context of higher education: institution size (student enrollment), source of funding (public/private), and institutional innovativeness. While the findings indicate that all three have some effect on adoption of a marketing orientation, innovativeness overwhelmingly plays the largest role. The implications for administrators as well as directions for future research are discussed.  相似文献