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Marketing the Best Deal in Town: Your library

Nancy Rossiter, Jacksonville University, USA

Chandos Information Professional Series

…a logical structure and additions such as case studies, exercises and suggestions for further reading.
The Electronic Library

 - special topics in library marketing including branding, marketing to women, creating 'buzz', marketing yourself
 - emphasis on creativity and innovation
 - practical advice from practitioners on what works and what does not
 - discusses how to get around the three main library marketing challenges of money, time, and perception

This book covers basic marketing tenets and terminology, how to go about setting up a marketing plan, and contemporary topics such as branding and marketing to women. This book is illustrated throughout with successful strategies libraries are currently using to market their services. Skill-building exercises are included for students and practitioners and cases studies are incorporated for analyzing current library marketing issues.

Readership: Professionals, practitioners and students of Library and Information Services. Essential for anyone involved in creating a library marketing plan. This book will benefit those particularly interested in attracting more customers/patrons to their library and getting out the word on the vast array of resources the library has to offer.

£42.50 / US$70.00 / €50.00

£62.50 / US$105.00 / €75.00

An e-book version of this title is available to purchase as part of a Collection or Pick n Mix. Visit Chandos Publishing Online

About the author

Nancy Rossiter has been a professor, writer, entrepreneur, author and mentor for the past ten years. As an Assistant Professor at Simmons College’s Graduate School of Library and Information Science, Nancy taught Marketing the Library, Information Entrepreneurship, and Management classes and was a sought after speaker on library issues. Her first book Making a Difference: Leadership in Academic Libraries with Peter Hernon was published in 2007. She has also taught at Bryant University, Providence College, Worcester Polytechnic Institute, and is currently an Assistant Professor at the Davis College of Business at Jacksonville University. She has an MBA from Bryant University and a Doctorate from the University of Sarasota. Nancy enjoys reading, gardening, rehabbing old homes, jogging and has been a competitive triathlete. She lives in Amelia Island, Florida with her rescued collies, Holly and Elsie.

Titles which may also be of interest:
A Short-cut to Marketing The Library
A New Paradigm of Library and Information Services Marketing

Contents

Why market libraries?
 - Introduction
 - Problems
 - Reasons for marketing library services
 - Navigating the obstacles
 - Suggestions for further reading
 - Notes

The language of marketing
 - Introduction
 - What is marketing?
 - The 4 Ps of marketing
 - The promotional mix
 - Linking marketing with mission
 - Notes

Innovation 101
 - Introduction
 - What is innovation?
 - The state of management innovation
 - Create a ‘purple cow’
 - Lessons from bookstores
 - The stickiness factor
 - Made to stick
 - Innovative libraries
 - Notes

Trends
 - Introduction
 - Cocooning
 - Clanning
 - Fantasy adventure
 - Small indulgences
 - Anchoring
 - 99 lives
 - Cashing out
 - Trends from the library world
 - Notes

Purple cows, free prizes, and Moogle, oh my!
 - Introduction
 - Don’t have a cow, man, have a Purple Cow!
 - Are your library services very good?
 - The US Postal Service
 - Otaku
 - The problem with compromise
 - Is your library more boring than salt?
 - Where is your library’s free prize?
 - If it ain’t broke, don’t fix it
 - If the USPS can do it ...
 - Notes

Finding the $$$
 - Introduction
 - Power
 - Ask questions
 - Ask obligating questions
 - Let them pee on your idea
 - People don’t like to say ‘no’
 - Dare them to improve your idea
 - Acknowledge the status quo
 - Build a prototype
 - The gimme cap
 - Notes

Market research
 - Introduction
 - Definition of market research
 - Importance of conducting market research
 - The market research process
 - Additional resources
 - Notes

Branding
 - Introduction
 - What is a brand?
 - History
 - Creating a brand
 - Branding your library
 - Notes

Buzz
 - Introduction
 - Buzz defined
 - The buzz on buzz
 - Buzz or stealth marketing?
 - WOM
 - Additional resources
 - Notes

Marketing to women
 - Introduction
 - Library user statistics
 - It’s a woman’s world
 - Has your library EVE-olved?
 - Notes

Marketing to Millenials
 - Introduction
 - Background
 - Issues and concerns
 - Features
 - Related issues
 - Alternatives
 - Relevance
 - Conclusions
 - The future – the impact of change and what lies ahead
 - Notes

Marketing yourself
 - Introduction
 - Are you remarkable?
 - Find your inner hedgehog
 - Be a Fred
 - Brand yourself
 - Package yourself
 - Notes