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Managing Academic Libraries by Susan Higgins

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Chapter 5

Managing and Marketing Resources

Abstract

This chapter discusses managing academic library marketing. Marketing is an essential part of any academic library, but it is frequently not given enough attention. Even libraries have to choose tools for marketing and create their marketing and outreach services to communicate with users about what they have to offer. Different levels and steps of marketing are presented and discussed.

Keywords

Academic libraries; Managing marketing; Marketing resources; Marketing tools

5.1. Introduction

Libraries began to hear about the need to do marketing in the 1980s and 1990s. It was a period that followed budget retrenchments of the 1970s, and a time when librarians began to realize that libraries were not universally ...

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