IFLA, Dinesh K. Gupta, Christie Koontz9783598117534, 3598117531
Table of contents :
Marketing Library and Information Services: International Perspectives……Page 1
Copyright……Page 4
Table of Contents……Page 5
Application of the Conjoint Analysis as a Marketing ResearchTool for the Development and Control of Future AcademicLibrary Services: The ProSeBiCA-Project……Page 8
Introduction……Page 9
Acknowledgements……Page 11
Contributors……Page 12
Section I Marketing Concept: A Changing Perspective……Page 16
Broadening the Concept of LIS Marketing……Page 18
A Framework for Market Orientation in Libraries……Page 34
Section II Marketing in Libraries Around the World……Page 44
Marketing Public Libraries in Denmark……Page 46
Marketing LIS in Norway – An Overview……Page 55
Library Marketing in Spain: State-of-the-Art……Page 63
Understanding Marketing Culture in Finnish Libraries……Page 75
From Mind Shift to Paradigm Shift: Marketing Management in China Libraries……Page 84
Marketing of Libraries and Documentation Services in France: A Difficult Integration?……Page 95
Marketing Library Services in Africa……Page 104
Marketing Library and Information Services in Kenya……Page 114
Marketing of Library and Information Services in Pakistan: A Profile……Page 122
Marketing Library and Information Services in Australian Academic Libraries……Page 131
Metaphors on Marketing: Symbolic and Effective Attempts in the “Lucian Blaga” Central University Library, Romania……Page 143
Finally Somebody Wants to Hear What Teenagers Have to Say: Marketing in a Croatia’s Public Library……Page 152
Branding as a Process: A Viewpoint from South Africa……Page 161
Marketing of Library and Information Services: The View from Knowledge Management within the Financial Services Sector……Page 169
Section III Role of Library Associations……Page 184
Brief History of the IFLA Management and Marketing Section (1995-2003) and Review of its Activities……Page 186
Marketing in Public Libraries: An International Perspective Based on the Public Library Service, IFLA/UNESCO Guidelines for Development……Page 191
The Role of the American Library Association in the Marketing Orientation of Libraries……Page 199
We cannot Talk too Loud!: An Investigation into the Role of CILIP in LIS Marketing……Page 205
The ‘Campaign For America’s Libraries’ and The ‘Campaign for the World’s Libraries’……Page 212
National Library Week in Lithuania: Advocacy and Marketing Campaign……Page 221
Section IV Education, Training and Research……Page 232
Marketing in the Curricula of Library and Information Science Education Programs……Page 234
Education and Training for Marketing Information Services in the UK……Page 244
Educating for Marketing of Information Services in Canada: An Elective Course in Five Graduate LIS Programs……Page 254
Education for LIS Marketing in India……Page 267
Education and Research for Library Marketing in Estonia……Page 275
Continuing Professional Development Programmes (CPDP) for LIS Professionals in Marketing Area: An Indian Experience……Page 286
Research for Design and Testing of Library and Information Product……Page 293
Application of the Conjoint Analysis as a Marketing Research Tool for the Development and Control of Future Academic Library Services: The ProSeBiCA-Project……Page 307
Section V Excellence in Marketing……Page 315
Excellence in Marketing……Page 317
I Came, I Saw, I Read: Marketing Initiative for Refugee Children……Page 329
Marketing Academic Libraries in the UK: The Oxford Brookes University Library Approach……Page 339
The Power Card Challenge: Marketing the Houston Public Library……Page 353
Literary Pathways: Approaching Literature through Literary Landscapes……Page 366
Section VI Databases and other Marketing Literature……Page 371
Databases as (Information) Resource, Language and Behaviour……Page 373
The “Matpromo” Database: An IFLA M & M Section Project……Page 384
Database of LIS Marketing Literature in India……Page 392
The Four Ps Concept in Library and Information Services: A Review of Literature……Page 400
Marketing Library Services Newsletter: An Overview……Page 412
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