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Carrie Girton 《Journal of Library & Information Services in Distance Learning》2018,12(3-4):209-218
Marketing to distance students can be particularly challenging, but a new marketing trend called empathetic marketing provides academic libraries with a new and innovative way to reach these students. Empathetic marketing focuses on the core emotional needs of students and demonstrates how the library’s staff and services can help meet those needs. This article explores how using empathetic marketing in outreach efforts to distance students builds a connection between the library staff and distance students and can help alleviate library anxiety for distance students. 相似文献
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Digitized special collections and institutional repositories present unique challenges to libraries struggling to identify marketing strategies that will entice patrons to these services. These collections, which do not have the same mass appeal as full-text articles or author book readings, still must attract use. This case study explores an academic library’s attempts to actively market its digital special collections. They advertised their collections via published marketing materials, a library services fair, and a photography contest. The results were that high-quality, intense, marketing for a general population does not work for specialized digital collections because the subject areas are too narrow for general interest. The scope of the audience was also misplaced since the collections had a greater market outside the university than with the local students. The authors looked at digital special collections that were successful to see what worked to market collections to outside users. They found that collections that were connected to external resources that were affiliated with different interest groups were successful with minimal marketing. The method of linking collections to Wikipedia was identified as a simple and effective method that was more effective than linking the collection to more niche sites. The authors conclude that academic libraries should utilize more focused, community-connecting approaches in order to engage the specialized patrons of digital special collections. 相似文献
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ABSTRACT This case study aims to describe how librarians at Indiana University Kokomo designed a marketing campaign to promote its discovery tool to undergraduate students during the fall 2012 semester. The authors illustrate how, through the use of a coordinated marketing plan, librarians applied marketing principles to select a target audience, create promotional designs, organize events, and assess campaign effectiveness. The authors express how libraries can construct cost-effective yet comprehensive marketing campaigns, as well as learn from both unexpected successes and shortcomings of such projects. Ultimately, these takeaways can inform a library's future marketing endeavors. 相似文献
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IFLA图书馆国际营销奖积累了大量的最佳实践,对于中国的图书馆营销有着重要的借鉴价值;更重要的是,该奖项的创立者们指出,长期以来“宣传推广”几乎代表了“图书馆营销”的所有内涵,“图书馆营销”的内涵应该随着时代的要求逐步拓展。基于已有研究,梳理该奖项从2003年设立以来到2013年的所有获奖情况,指出研究相关案例时值得注意的一些基本情况,并从构建全面的营销体系、不变的基本原则和与时俱进的策略、多种最佳实践的吸收与内化3个层面讨论奖项及其获奖案例背后的营销理念。 相似文献
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ABSTRACT With a growing population of part-time and distance education students, changing technologies, and evolving user expectations, it is becoming increasingly challenging to reach users through traditional marketing approaches. This article will review previous trends in library marketing and promotion and explore new initiatives, including partnering with marketing courses, roving reference, and highlighting staff expertise to raise awareness among users. This article originally published in Journal of Library Administration, Vol. 51, Issue 3, pages 291–300, 2011. doi:http://dx.doi.org/10.1080/01930826.2011.556945. 相似文献
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事件营销运用策略初探 总被引：2，自引：0，他引：2
本文从事件营销的内涵和特征入手,指出我国企业在事件营销的实施中存在的一些误区,进一步探讨实施事件营销的步骤,并在此基础上提出事件营销的运作策略以及事件营销有效实施需要注意的问题. 相似文献
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图书馆营销2.0——善加利用Web2.0技术构建图书馆营销新通路 总被引：2，自引：0，他引：2
当图书馆被Web2.0技术深深影响,服务方式亦发生变革时,图书馆营销也应顺势而为寻求创新与变革。吸收营销2.0“互动、参与、体验、交流、扩散”的精髓,利用Web2.0技术的优势创造更多的创意营销形式,从而构建图书馆的营销2.0之路。参考文献12。 相似文献
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文章概述了高校图书馆服务营销的必要性,分析了高校图书馆服务营销的现状,并从打造创新型服务品牌、成立服务营销部门、构建服务营销评估体系、重视培养具有营销观念和营销知识的馆员等几个方面探讨了如何实现高校图书馆服务营销的对策。 相似文献
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This column is adapted from a presentation given at the 2018 Library Marketing and Communications Conference. In it, we describe our marketing team’s approach to developing sustainable marketing practices with our library’s strategic goals in mind. In an effort to create reusable, platform-flexible content, we developed social media posts that highlighted concepts from the ACRL Framework for Information Literacy. Our success on social media inspired us to consider how this content could be implemented on additional platforms. With this column, we invite you to engage with new ways of developing content for use on multiple marketing platforms. 相似文献
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以中美期刊企业为研究对象,对其公益营销现状进行调查,并对比分析两者异同。通过理论基础、实践基础、公益营销效用和环境基础四个维度构建期刊企业公益营销的可行性分析模型,同时结合相关案例分析论述期刊企业公益营销的项目类型。 相似文献
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本文从出版社如何开展网络营销入手,引出搜索引擎营销这一利器,通过翔实、具体的例子阐明了出版社应该如何实施搜索引擎营销策略,详细介绍了搜索引擎导向的广告投放策略、搜索引擎导向的网站优化策略、搜索引擎导向的网站推广策略、搜索引擎导向的信息收集策略. 相似文献
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Brittany A. Tavernaro 《Journal of Business & Finance Librarianship》2013,18(4):267-282
This paper provides an evidence-based assessment of the University of Arkansas Libraries' collections to determine whether they are adequate to support the research and teaching needs of the marketing department. Specifically, it determined where the marketing faculty published, the characteristics of their publications, and the characteristics of their cited references. The study found that the faculty cited more recent literature and a prevalence of journal articles in their cited references. The results also demonstrate the preference of marketing faculty to work in small groups consisting of two to four collaborators. 相似文献
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为调查分析北美高校图书馆与信息学专业营销课程设置状况,文章利用网络调查结合邮件咨询的方法,选择开设营销课程的29所美加图书馆与信息学院为样本,从课程内容、学分和课程类型及先修课程、教材、教学方法、教学目标和考核方式五方面对课程进行调查。研究发现,北美高校图书馆与信息学专业营销课程设置的特点包括:课程开设数量逐步上升;课程内容丰富而广泛;教学方式多样,注重实践与理论结合。文章认为,专业课程的开设是人才培养的重要途径,国内有条件的院校有必要开设,而且应构建合理的课程内容框架,突出重要内容。 相似文献