Marketing today's academic library : a bold new approach to communicating with students /
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...
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Chicago :
American Library Association,
c2009.
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Tabla de Contenidos:
- 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.