TY  - BOOK
AU  - Mathews,Brian
TI  - Marketing today's academic library: a bold new approach to communicating with students 
SN  - 9788170005964
U1  - 021.7 MAT 
PY  - 2009///
CY  - Chicago
PB  - American Library Association
KW  - Academic libraries
KW  - Libraries and students
KW  - Advertising
KW  - Libraries
KW  - Public Relations
KW  - Marketing
N1  - Includes bibliographical references and index; Do libraries need to advertise? -- Defining the user -- Student need states -- The library as product -- Conducting marketing research -- Building relationships -- Developing brand strategies -- Promotional building blocks -- Designing messages -- Measuring the impact -- Putting it all together
N2  - 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

ER  -