Marketing to Their Needs: Utilizing Empathetic Marketing Techniques in Student Outreach |
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| Authors: | Carrie Girton Ann Marie Smeraldi Jennifer Starkey |
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| Institution: | 1. Public Services Librarian, Miami University Hamilton, Rentschler Library, Hamilton, Ohio, USA;2. Michael Schwartz Library, Cleveland State University, Cleveland, Ohio, USA;3. Kelvin Smith Library, Case Western Reserve University, Cleveland, Ohio, USA |
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| Abstract: | This article describes empathetic marketing, a new marketing approach that was created by Mark Ingwer and outlined in his 2012 book, Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers. The authors discuss how this marketing theory can be used by academic librarians to transform their marketing endeavors by presenting library services and resources to students in a way that helps them meet core human emotional needs (control, self-expression, growth, recognition, belonging, and care). The authors also include examples of empathetic marketing from their libraries. |
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| Keywords: | marketing empathetic marketing relational marketing relationship marketing |
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