Marketing of Sci-Tech Resources

A mostly annotated bibliography

Abram, S. (2000). "Shift Happens: Ten Key Trends in our Profession and Ten Strategies for Success." Serials Librarian 38(1/2): 41-59

Author abstract - "A discussion of the future of the information professions, their work, and professional environments. The author identifies ten trends in today's world and ten strategies for success in the future. He explores the impact of these trends on marketing our libraries, our technology and ourselves."

Akin, L. K. (2001). "Marketing Principles, Guaranteed." Public Libraries 40(6): 350-353

Provides a plethora of ideas for ways that public libraries can better meet the services listed on their mission statements.

Anonymous (2002). Marketing Special Libraries - Bibliography. Washington, DC, Special Libraries Association (http://www.sla.org/content/memberonly/electrinfo/market.cfm).

Your SLA password is needed to open this bibliography.

Besant, L. X. and D. Sharp (2000). "Libraries Need Relationship Marketing." Information Outlook 4(3): 17-22

Explains the difference between traditional marketing practices and "relationship marketing", and how librarians could use relationship marketing. He defines library based relationship marketing as getting - and keeping - libary patronage for the long term.

Block, M. (2001). "The Secret of Library Marketing: Make Yourself Indispensable." American Libraries 32(8): 48-50

Recommends that libraries communicate more effectively and build relationships with reporters, leaders of local government, business leaders, and others.

Cavill, P. M. (2001). "Advocacy: How Does it Differ from Public Relations and Marketing?" Feliciter 47(2): 90-93

The author notes that "there is a great deal of confusion in the library community regarding the terms 'public relations,' 'marketing' and 'advocacy'." She clears up the confusion and misconceptions of those terms.

Chandler, K. (1991). "Practical Promotional Strategies for Your Information Service." Aslib Information 19(2): 48-49

Nice short article.  States that basically, marketing is about three simple things: knowing who your customers/potential customers are, gearing your products and services to them, and making sure that they know about you.

Cox, M. A. (2001). "Colorado Library Marketing Council: Giving Librarians the Tools to Market Their Skills." Colorado Libraries 27(4): 37-40

Reports that an annual state-funded workshop has greatly benefited many of Colorado's public, academic and special libraries. The Council has resources and bibliographies at http://www.clmc.org.

Dempsey, K. (2001). "Does Your Manager Know?" Computers in Libraries 21(8): 6 (http://www.infotoday.com/cilmag/sep01/ednotes.htm).

This is the editor's introduction to the theme of the issue, "Using Technology to Promote Your Library. Are you doing it?"

do Amaral, S. A. (1992). "What Library Managers Know about Marketing: A Study of Brazilian Geoscience and Mineral Technology Libraries." Information Development 8(2): 90-94

The not-so-surprising conclusion is that the majority of sci/tech library managers in Brazil are not acquainted with nor have much training in marketing.  This "limitation imposes restrictions on the activities developed by the information sector, acting as a barrier to complete development."

Dworkin, K. D. (2001). "Library Marketing: Eight Ways to Get Unconventionally Creative." Online 25(1): 52-54 (http://www.findarticles.com/cf_0/m1388/1_25/68656982/print.jhtml).

Creative ways for corporate librarians to increase their visibility with the employees that could/should be using their services.  Advise from the Hewlett-Packard Labs Research Library.

Fosmire, M. (2001). "Bibliographic Instruction in Physics Libraries: A Survey of Current Practice and Tips for Marketing BI." Science and Technology Libraries 19(2): 25-34

This is part of the author abstract - "Some institutions have been successful in creating library instruction programs in physics.... The kinds of instruction given are described, and tips from respondents of how to maximize the chances of obtaining instruction opportunities from faculty are shared."

Gomez, M. J. (2001). "Marketing Models for Libraries: a Survey of Effective Muses from Far Afield." Library Administration and Management 15(3): 169-171

The author recommends that libraries use the marketing experiences of other cultural institutions, specifically the museum, cultural and performing arts communities.

Haider, G., S. Kennedy, et al. (1997). Marketing and Public Relations. Champaign-Urbana, IL, University of Illinois (http://alexia.lis.uiuc.edu/~lis405/marketing/405g1.htm).

Report written for a library class at the University of Illinois.  It has a good bibliography for marketing in special Libraries at: http://alexia.lis.uiuc.edu/~lis405/marketing/405s3.htm.

Harris, L. E. (2000). "Libraries and E-commerce: Improving Information Services and Beyond." Information Outlook 4(3): 24-30

Describes how e-commerce can be used to promote your library, influence people to visit the library in person, or pay a membership fee to use your library.

Hart, J. L., V. Coleman, et al. (2000). "Marketing Electronic Resources and Services: Surveying Faculty Use as a First Step." Reference Librarian(67-68): 41-55

A Texas A&M University study concluded that "a lack of information is the greatest obstacle to the use of electronic resources."  They detailed how they placed a greater emphasis on outreach to the faculty and how they used marketing strategies.

Karp, R. S., ed. and the Publications Committee of the Public Relations Section, Library Administration and Management Association (1995). Part-Time Public Relations with Full-Time Results: A PR Primer for Libraries. Chicago, American Library Association

Karp, R. S. (2002). Powerful Public Relations: A How-To Guide for Libraries. Chicago, American Library Association

Kassel, A. (2002). "Practical Tips to Help You Prove Your Value." Marketing Library Services 16(4): 1- (http://www.infotoday.com/mls/may02/kassel.htm).

Information professionals in many settings have had to learn new skills and competencies not taught in graduate school, yet those skills are necessary for building productive relationships.

Kendall, S. K. and S. Massarella (2001). "Prescription for Successful Marketing." Computers in Libraries 21(8): 28-32 (http://www.infotoday.com/cilmag/sep01/kendall&massarella.htm).

Describes how a small hospital library increased their visibility using a small staff and a very limited budget.  Creativity was required to publicize their resources to a diverse patronage.

Kies, C. N. (1987). Marketing and Public Relations for Libraries. Metuchen, NJ, Scarecrow Press

A little dated, but this book provides a solid background to the subject.

Koontz, C. (2002). "Stores and Libraries: Both Serve Customers!" Marketing Library Services 16(1): 3- (http://www.infotoday.com/mls/jan02/koontz.htm).

Both stores and libraries want to maximize consumer satisfaction. "This article will examine retail marketing concepts that can translate successfully into the library environment, and will discuss retail practices that libraries can adopt (with very little expense) to achieve a lot of customer satisfaction."

Lawes, A. (1993). "The Benefits of Quality Management to the Library and Information Service Profession." Special Libraries 84(3): 142-146

In this paper, the marketing and public relations of the information services unit is considered to be a major aspect for increasing the quality management of the entire organization.

Le Beau, C. (1999). "Marketing Basics in a Changing Information Age." Nebraska Library Association Quarterly 30(4): 3-11 (http://www.nol.org/home/NLA/nlaquarterly/1999-4-LeBeau.htm).

Dr. John Workman, an associate professor of marketing at Creighton University, describes "marketing basics and how those basics could be applied to the profession. Dr. Workman is a frequent library user, and shares his perspective on marketing for libraries."

Lee, D. (2000). "Marketing for Libraries: Theory and Practice." Mississippi Libraries 64(4 (Winter)): 101-103

Defines marketing, recommends that the marketing process begin with the library mission statement.  The library should identify user groups and their needs.  The marketing strategy should use the four P's - product, place, price, and promotion.

Lozano, A. R. P. (2000). "A Customer Orientation Checklist: a Model." Library Review 49(4): 173-178

Written to help libraries adapt to the clientelle's information needs and demands.  Good bibliography.

Lyon, J. (1994). "Can You Sell Information Like Cornflakes?" Library Manager 1(November): 11-12

The British Library Science Reference and Information Service reports on their marketing efforts in promoting its priced services to the business and scientific communities.  Other libraries are mentioned in the article.

MacLeod, R. and L. Ng (2001). "Shoestring Marketing: examples from EEVL." Ariadne(27) (http://www.ariadne.ac.uk/issue27/eevl/).

Marketing had been deficient for EEVL, an Enhanced and Evaluated Virtual Library, a hub for engineering, math and cs resources. They document step taken to promote their services.

McDonald, R. H., J. Sears, et al. (2000). "Footballs and URLs: Marketing Your Library and its Online Presence." Computers in Libraries 20(8): 44-48

From the intro to the article in the magazine - "If you can’t figure out how college football games and library marketing are related, then you aren’t thinking as creatively as the folks at Auburn University. Check out their sports-related success story."

Miller, K. (2000). "When You Reach Out, Everybody Wins." Computers In Libraries 20(8): 6 (http://www.infotoday.com/cilmag/sep00/ednotes.htm).

Editors introduction to the issue, which deals with proactive outreach activities.

Ollerton, J. (1991). "Marketing Services to Mechanical Engineers." Aslib Information 19(2): 44-45

She notes that the "engineer is a traditional resistant user of libraries." By using some marketing techniques, the Information and Library Service unit of the Institution of Mechanical Engineers was able to establish itself as a key unit within the Institution.

Pace, A. K. (2000). "Marketing Our Strengths." Computers In Libraries 20(8): 63-65

Notes that librarians have never been good about marketing a positive professional image, but that should not matter.  We should market the services librarians provide locally and over the Internet.

Powers, J. E. (1995). "Marketing in the Special Library Environment." Library Trends 43(3): 478-493

This is one of the articles in the issue that has a theme concerning marketing in libraries. From the author abstract - "Marketing plans in special libraries integrate library services and functions with organizational goals and objectives, influencing the behavior and performance of the organization by the way information from libraries is communicated and used."

Reed, S. G. (2001). Making the Case for Your Library: A How-To-Do-It Manual. New York, Neal Schuman Publishers, Inc.

A book review from Marketing Library Services (http://www.infotoday.com/mls/sep01/cullings.htm) states - "Today, marketing libraries is not simply a good idea, or a good business practice--it is a matter of survival. Most of us have encountered the attitude that most threatens public and other libraries: People think that, with the advent of the Internet, libraries have become superfluous."

Rowley, J. (1997). "Marketing: A Review Article." Journal of Librarianship and Information Science 29(3): 155-159

Several text books on general marketing and service marketing are the basis for this short review article; it is not an exhaustive review.  The author summarizes how service marketing is appropriate for the library service industry.

Salzwedel, B. A. and E. W. Green (2000). Planning and Marketing. The Medical Library Association Guide to Managing Health Care Libraries. R. Holst, ed. New York, Neal-Schuman Publishers, Inc.: 37-54

The term marketing is used by many people as just another word for publicity or promotion, but it is really much more.  Marketing plays an important role in helping libraries to achieve its goals.  They note that the alternative to planning and marketing is usually chaos and crisis management.

Scully, M. (2001). "Tips from Special Librarians on Cultivating Customer Relationships: Event Ideas." Colorado Libraries 27(4): 35-36

Provides many tips for the promotion of a special library.  Some of the tips may seem a little strange - like showing movies that have librarians as characters, but one might get some new ideas.

St. Lifer, E. (2001). "Tapping into the Zen of Marketing." Library Journal 126(8): 44-46

The lakewood Public Library in Ohio hired a marketing specialist.  He developed a report that helped the library meet the needs of a specific target group, Generation Xers.  Other public libraries and their activities are discussed.

State Library of Ohio and H. B. Tenney (1993). Marketing and Libraries Do Mix:  A Handbook for Libraries and Information Centers. Columbus, Ohio, State Library of Ohio

Sykes, J. (2001). "Measuring Our Value So We Can Market It." Information Outlook 5(3): 15

Short article that focusses on "misdirected efforts", "low visibility", and "unmeasured results" of corporate libraries.

Van Dinter, N. (1993). "PR in the Special Library." Idaho Librarian 45(January): 17-18

She demonstrates that "to insure support, librarians have to provide data to managers and administrators the vital role that the library plays in the organization, and they must do this often."  She discusses some public relations and promotion techniques that have worked at various special and medical libraries.

Weingand, D. E. (1995). "Preparing for the New Millennium: The Case for Using Marketing Strategies." Library Trends 43(3): 295-317

This is one of the articles in the issue that has a theme concerning marketing in libraries. Author abstract - "The new millennium is approaching and libraries must develop creative problem-solving strategies if they are not only to survive but also to thrive. It is proposed that the former positive and comfortable attitude toward libraries no longer holds and that marketing must be added to the managerial toolbox."

Weingand, D. E. (1998). Future-Driven Library Marketing. Chicago, American Library Association

Wolfe, L. A. (1997). Library Public Relations, Promotions, and Communications: A How-to-do-it Manual. New York, Neal-Schuman Publishers, Inc.

Wolpert, A. J. (1999). Marketing Strategies: Lessons for Libraries From Commercial Brand Management. IATUL Conference Proceedings - The Future of Libraries in Human Communication, Technical University of Crete, Chania, Greece, IATUL (http://www.iatul.org/conference/chanpap/wolpert.html).

She addresses how academic libraries can take advantage of our brand identity, and how these libraries can maintain an enviable brand position.

Get me back to the 2002 SLA Conference Contributed Papers Session of the Sci-Tech Division!