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.
Publisher Statement
Kennedy, Marie R. 2010. “Cycling Through: Paths Libraries Take to Marketing Electronic Resources.” Paper presented at the Library Assessment Conference. Baltimore, MD.
Digital Commons @ LMU & LLS Citation
Kennedy, Marie R., "Cycling Through: Paths Libraries Take to Marketing Electronic Resources" (2010). Librarian Publications & Presentations. 3.
https://digitalcommons.lmu.edu/librarian_pubs/3
presentation slides
Kennedy_CyclingThrough_IR.pdf (326 kB)
accompanying paper
