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In Marketing Today's Academic Library, Brian Mathews uses his vast experience to speak directly to the academic library practitioner about matching services with user needs. This book proposes new visions and ideas, challenging the traditional way of thinking and providing a framework to target users more precisely.Most library marketing intended for undergraduates promotes the collection, reference and instructional service, and occasional events such as guest speakers or exhibits. The guiding principle of Marketing Today's Academic Library is that marketing should focus on the lifestyle of the user, showcasing how the library fits within the daily life of the student. Mathews' personal and compelling presentation will assist readers in Challenging and rethinking their marketing strategies Demonstrating their value through applied relevance Focusing on the needs of the student and their expectationsWritten in a concise and engaging manner that speaks to popular anxiety points about new marketing techniques, this book is filled with tips and strategies that academic librarians can use to communicate with students, surpassing their expectations of their library experience.

Tabla de contenidos provista por Syndetics

• Foreword Del Ross, Inter Continental Hotels Group(p. vii)
• Acknowledgments(p. xi)
• Prologue Becoming Ubiquitous(p. xiii)
• 1 Do Libraries Need to Advertise?(p. 1)
• 2 Defining the User(p. 7)
• 3 Student Need States(p. 24)
• 4 The Library as Product(p. 30)
• 5 Conducting Marketing Research(p. 43)
• 6 Building Relationships(p. 68)
• 7 Developing Brand Strategies(p. 86)
• 8 Promotional Building Blocks(p. 99)
• 9 Designing Messages(p. 117)
• 10 Measuring the Impact(p. 132)
• 11 Putting It All Together(p. 142)
• Epilogue Staging Academic Experiences(p. 159)
• Afterword Amanda McNamee, Georgia Institute of Technology(p. 163)
• Index(p. 165)

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Library Journal Review

In this readable volume, Mathews (assistant university librarian, Outreach & Academic Services, Univ. of California, Santa Barbara; theubiquitouslibrarian.typepad.com) brings us Marketing 2.0 for academic libraries, defining it as student-centered and social, for showing "how the library fits within the daily life of our students, rather than the other way around." He covers standard marketing topics such as product lines, market segmentation, market research techniques, and branding, all with an emphasis on partnering with students and centering efforts (and library services) on their needs and lifestyles. Unlike many such books, this one avoids the top-down approach that begins with a detailed marketing plan. Instead, Mathews suggests a more scalable approach, outlining a marketing process but also providing ideas that can be implemented quickly and cheaply. VERDICT Mathews's upbeat, can-do approach is refreshing and inspiring, with lots of creative ideas applicable to academic libraries of all sizes and budgets. Highly recommended.-Janet A. Crum, Oregon Health & Science Univ. Lib., Portland (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.