Cycling Through: Paths Libraries Take to Marketing Electronic Resources
This study explores the marketing of electronic resources in libraries, investigating how libraries determine the effectiveness of their marketing campaigns, looking for evidence that they have a marketing plan in mind when they embark on a campaign, and finding out if libraries have sufficient measures in place to move successfully through a cycle of marketing.
This paper reports on the results of a content analysis of the published literature in the field of library and information science about the marketing of electronic resources. The author uses the components of a typical marketing plan to guide the analysis, giving special consideration to the evaluation of marketing efforts.
Kennedy, Marie R., "Cycling Through: Paths Libraries Take to Marketing Electronic Resources" (2010). LMU Librarian Publications. Paper 3.
Kennedy, Marie R. 2010. “Cycling Through: Paths Libraries Take to Marketing Electronic Resources.” Paper presented at the Library Assessment Conference. Baltimore, MD.