Marketing for Libraries and Information Services : Systems and Developments

• Autore: Accart Jean-Philippe
• Pubblicazione: Newark : , : John Wiley & Sons, Incorporated, , 2025; ©2025
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (194 pages)
• Disciplina: 021.7
• Nota di contenuto: Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Author Presentation -- Introduction -- Part 1. The User at the Heart of Library Marketing Strategies -- Chapter 1. Communication at the Heart of the Evolution of Library Satisfaction Surveys -- 1.1. What surveys should be carried out? -- 1.1.1. Contributions and limitations of induced data -- 1.1.2. The interest of solicited data: the proven example of LibQUAL+ -- 1.1.3. Testing other competing tools -- 1.2. Services Publics+ in France: the new priority given to surveys and communication -- 1.3. The evolution of ISO standards on library activity: the need for inclusive libraries for users who are actively involved in change -- 1.4. Conclusion: towards a new paradigm for rethinking public surveys -- 1.5. References -- Chapter 2. UX Design in the Library -- 2.1. UX design -- 2.1.1. Related disciplines: applied ethnography, marketing -- 2.2. UX as a philosophy and as a process -- 2.2.1. The research phase -- 2.2.2. The ideation phase -- 2.2.3. The prototyping phase -- 2.2.4. The scaling up phase -- 2.2.5. UX design, design thinking, codesign, etc.: changing names -- 2.3. The arrival of design methods in libraries -- 2.4. References -- Chapter 3. Unlocking the Library Brand Potential -- 3.1. A unified communication approach to bridge the awareness gap -- 3.2. Growing the library brand -- 3.2.1. Brand equity model -- 3.2.2. Everybody knows the library, right? -- 3.3. A brief overview of the Dutch library sector -- 3.3.1. Library governance and legislation in a nutshell -- 3.3.2. Network marketing challenges -- 3.4. Effective proximity requires awareness -- 3.5. Enhancing brand equity: the library national campaign strategy -- 3.6. References -- Chapter 4. Audience Behavior, Customer Journey and the Omnichannel Strategy -- 4.1. The digitalization of customer behavior. ; 4.2. Understanding audiences better -- 4.3. The purchasing journey and its mapping -- 4.4. Towards an omnichannel experience -- 4.5. Customer experience challenges -- 4.6. References -- Part 2. The User of Books, Libraries and Museums: A Marketing Target Like Any Other -- Chapter 5. Library Merchandising -- 5.1. Merchandising -- 5.2. The arrival of merchandising in libraries -- 5.3. Merchandising techniques: another approach to library space -- 5.4. References -- Chapter 6. Museum Marketing in Focus: Interview with Jean-Sébastien Belanger -- Chapter 7. From Lectures to Saison.Culture: 40 Years of a Professional Cultural Journal in French-speaking Belgium -- 7.1. First era -- 7.2. Second era -- 7.3. Third era -- 7.4. Fourth era -- 7.5. Fifth era -- 7.6. Not a conclusion -- 7.7. References -- Chapter 8. Making Libraries Visible: A Cardinal Mission for Bibliosuisse -- 8.1. Bibliosuisse: the voice of Swiss libraries -- 8.2. Library marketing: a necessary evil -- 8.3. From marketing to advocacy -- 8.4. How to promote libraries? Bibliosuisse actions, tools and campaigns -- 8.5. Challenges and obstacles -- 8.6. A job well done, but still a lot of work to be done -- 8.7. References -- Chapter 9. Responsible (Digital) Marketing -- 9.1. Marketing and environmental emergency -- 9.2. What to do? -- 9.3. References -- Part 3. Marketing: An Area of Investment for Library and Documentation Professionals -- Chapter 10. From Marketing to Digital Marketing -- 10.1. Marketing and the digital transformation -- 10.2. Missions and activities of a digital marketing department -- 10.2.1. Piloting the organization's digital ecosystem -- 10.2.2. The need for a performance measurement system -- 10.2.3. Charters and procedures to ensure consistency -- 10.2.4. Crucial mastery of a technical foundation -- 10.2.5. Classic managerial functions -- 10.2.6. Team and human resources. ; 10.3. Current challenges in digital marketing -- 10.3.1. Websites -- 10.3.2. Newsletters -- 10.3.3. Social media -- 10.3.4. Search engines -- 10.3.5. Display and video advertising -- 10.3.6. Web analytics -- 10.3.7. What about the future? -- 10.4. References -- Chapter 11. The Librarian-Information Specialist as a "Marketer": What Skills and Training? -- 11.1. The marketing function: multiple facets -- 11.2. Marketing: a forbidden term? -- 11.3. From public surveys to digital marketing: a wide range of skills -- 11.4. Skills outsourcing -- 11.5. Training and future perspectives for marketing in libraries and information centers -- 11.6. References -- Chapter 12. Marketing and Artificial Intelligence -- 12.1. Generative artificial intelligence for marketing -- 12.2. Very concrete applications -- 12.3. Effects on businesses -- 12.4. Broader issues -- 12.5. References -- Conclusion -- Appendix. General Retrospective Bibliography -- Glossary -- List of Authors -- Index -- Other titles from ISTE in Science, Society and New Technologies -- EULA.
• Sommario/riassunto: This book explores how marketing strategies - used in businesses and organizations - can be applied to promote libraries by placing users at the heart of every decision.It positions the library within a rich and diverse cultural ecosystem that includes bookstores, publishers, professional associations, magazines, and museums.
• Titolo autorizzato: Marketing for Libraries and Information Services
• ISBN: 1-394-40157-4; 1-394-40155-8
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9911021978303321
• Lo trovi qui: Univ. Federico II
• Serie: ISTE Invoiced Series