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Although the 21st century library is competing with numerous web-based resources, its clients can benefit from using its research assistance, physical and online holdings, and physical space, so they need to understand what the library offers. Marketing the 21st Century Library systematically and concisely teaches students and practitioners how to and why they should market and promote academic libraries. Librarians need to use marketing not only to advertise and promote resources, but also to boost the profession and the role we play. The book introduces key marketing concepts, followed by the history of library marketing. Subsequent chapters guide readers through a series of tools and resources so they can create their own marketing plans, concluding with an exploration of resources, services and further readings.

Includes web extras, tables, problem and solution exercises
Contains extensive references to real-world examples of good practice
Details practical examples and case summaries from leading libraries
Explores the importance of marketing and promoting academic libraries
Provides resources for readers to help create marketing plans

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Introduction Definitions What to market and why History of library marketing Creating a marketing plan Mission/vision statements SWOT Analysis Market Research Implementation Part one - Launching promotional initiatives Recruiting students Using social media Posters, flyers, table tents Campus radio and newspapers Collaborating on special events Bringing faculty on board: In-servicing Department meetings Faculty council and faculty senate meetings Co-authoring and research services Part two - Resources and services Electronic assets Print lives Research assistance Outreach Assessment Part three - Marketing a profession

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"Whether you are completely new to marketing, in the earliest stage of developing your library´s marketing plan, or already an experienced marketing professional, you need this book! Marketing the 21st Century Library is an invaluable resource for anyone working in libraries today, particularly those who understand the necessity of effectively communicating the value of the modern library. Debra Lucas-Alfieri explains key marketing principles and applies them to libraries with the insight and perspective of both an experienced marketing and library professional. Well-written, accessible, and packed with valuable information, this book will help you identify tools and resources you can use to create and implement a strategic, integrated, and successful marketing plan for your library." --Clarissa Mansfield, Western Washington University, Bellingham, USA

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