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Full-Text Articles in Social and Behavioral Sciences
What Are We Really Doing To Market Electronic Resources?, Marie R. Kennedy
What Are We Really Doing To Market Electronic Resources?, Marie R. Kennedy
LMU Librarian Publications & Presentations
Purpose: This research identifies which marketing activities libraries are using to promote electronic resources and examines how libraries are measuring the successes or failures of their marketing plans.
Methodology: This research analyzes the literature published in library science on marketing techniques for electronic resources in use at libraries; the corpus is composed of 24 documents published from 1994-2009. The literature is qualitatively analyzed to determine the techniques in use, the libraries’ goals, targeted groups, budgets, and assessments of their marketing plans.
Findings: Thirty-eight unique marketing techniques were discovered in the 24 documents consulted for this research. The four most popular …
Collaborative Marketing For Electronic Resources, Marie R. Kennedy
Collaborative Marketing For Electronic Resources, Marie R. Kennedy
LMU Librarian Publications & Presentations
Purpose. The project outlined in this article is designed to answer the question, “Is a collaborative model of benchmarking the marketing of electronic resources feasible?”
Design. The project is designed as a national working group of around 100 college and university libraries all moving together through the process of a typical marketing cycle, running a brief marketing campaign, and reporting findings. All participating institutions will perform these steps as the same time, beginning in October 2011 and completing the project at the end of February 2012.
Findings. Based on the data gathered as the result of the project we hope …