Title

Cycling Through: Paths Libraries Take to Marketing Electronic Resources

Document Type

Conference Presentation

Publication Date

10-27-2010

Abstract

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.

Recommended Citation

Kennedy, Marie R. 2010. “Cycling Through: Paths Libraries Take to Marketing Electronic Resources.” Paper presented at the Library Assessment Conference. Baltimore, MD.

Kennedy_CyclingSlidesIR.pdf (6003 kB)
presentation slides

Kennedy_CyclingThrough_IR.pdf (326 kB)
accompanying paper