Marketing in Library And Information Services

The marketing of library services is an essential agenda item for almost all kinds of libraries all over the world. In this volume 47 experts from 20 countries address the issue through 40 articles. The bundling of dozens of contributions from a truly international group of librarians, presented in this book, provides a broad spectrum on the topic. This book will thus prove immensely useful, helping both working librarians and future librarians to understand vital issues relating to the marketing of library and information services at the local, national and international level. The book is divided into the following six sections: Marketing concept: a changing perspective; Marketing in libraries around the world; Role of library associations; Education, training and research; Excellence in marketing; Databases and other marketing literature.

Broadening the concept of LIS marketing	p. 5
A framework for market orientation in libraries	p. 21
Marketing public libraries in Denmark	p. 35
Marketing LIS in Norway - an overview	p. 44
Library marketing in Spain : state-of-the-art	p. 52
Understanding marketing culture in Finnish libraries	p. 64
From mind shift to paradigm shift : marketing management in China libraries	p. 73
Marketing of libraries and documentation services in France : a difficult integration?	p. 84
Marketing library services in Africa	p. 93
Marketing library and information services in Kenya	p. 103
Marketing of library and information services in Pakistan : a profile	p. 111
Marketing library and information services in Australian academic libraries	p. 120
Metaphors on marketing : symbolic and effective attempts in the "Lucian Blaga" Central University Library, Romania	p. 132
Finally somebody wants to hear what teenagers have to say : marketing in a Croatia's public library	p. 141
Branding as a process : a viewpoint from South Africa	p. 150
Marketing of library and information services : the view from knowledge management within the financial services sector	p. 158
Brief history of the IFLA management and marketing section (1995-2003) and review of its activities	p. 177
Marketing in public libraries : an international perspective based on the public library service, IFLA/UNESCO guidelines for development	p. 182
The role of the American Library Association in the marketing orientation of libraries	p. 190
We cannot talk too loud! : an investigation into the role of CILIP in LIS marketing	p. 196
The 'campaign for America's libraries' and the 'campaign for the world's libraries'	p. 203
National library week in Lithuania : advocacy and marketing campaign	p. 212
Marketing in the curricula of library and information science education programs	p. 227
Education and training for marketing information services in the UK	p. 237
Educating for marketing of information services in Canada : an elective course in five graduate LIS programs[superscript +1]	p. 247
Education for LIS marketing in India	p. 260
Education and research for library marketing in Estonia	p. 268
Continuing professional development programmes (CPDP) for LIS professionals in marketing area : an Indian experience	p. 279
Research for design and testing of library and information product	p. 286
Application of the conjoint analysis as a marketing research tool for the development and control of future academic library services : the ProSeBiCA-project	p. 300
Excellence in marketing	p. 313
I came, I saw, I read : marketing initiative for refugee children	p. 325
Marketing academic libraries in the UK : the Oxford Brookes University Library approach	p. 335
The power card challenge : marketing the Houston public library	p. 349
Literary pathways : approaching literature through literary landscapes	p. 362
Databases as (information) resource, language and behaviour	p. 371
The "matpromo" database : an IFLA M & M section project	p. 382
Database of LIS marketing literature in India	p. 390
The four Ps concept in library and information services : a review of literature	p. 398
Marketing library services newsletter : an overview	p. 410
Table of Contents provided by Blackwell. All Rights Reserved.

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Marketing in Library And Information Services

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