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Mathews, Brian

Marketing today's academic library : a bold new approach to communicating with students / Brian Mathews. - Chicago : American Library Association, (c)2009. - xv, 171 pages : illustrations ; 23 cm

Includes bibliographies and index.

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.

In this study, 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 users more precisely.



ISBN: 9780838909843

LCCN: 2008047408

Nat. Bib. No.: GBA940489 bnb

Nat. Bib. Agency Control No.: 015117993 Uk

Subjects--Topical Terms:
Academic libraries--Marketing.
Academic libraries--Public relations.
Advertising--Libraries.
Libraries and students.
Libraries.
Marketing.
Public relations.

Subjects--Index Terms: Libraries (General) Marketing (General)

LC Class. No.: Z716 / .M375 2009