The challenges and opportunities of marketing academic libraries in the USA. Experiences of US academic libraries with global application
| DOI | https://doi.org/10.1108/01435120610702477 |
| Date | 01 July 2006 |
| Pages | 494-504 |
| Published date | 01 July 2006 |
| Author | Helen H. Spalding,Jian Wang |
| Subject Matter | Library & information science |
The challenges and opportunities
of marketing academic libraries
in the USA
Experiences of US academic libraries with
global application
Helen H. Spalding and Jian Wang
Portland State University, Portland, Oregon, USA
Abstract
Purpose – The purpose of this paper is to explore the value of marketing in academic libraries and
how the marketing concept is applied in practice to marketing academic library services through the
experiences of academic libraries across the USA.
Design/methodology/approach – The paper focuses on using marketing as a managerial tool to
accomplish strategic organizational goals and objectives, discusses challenges and opportunities in
academic library marketing, presents examples demonstrating innovative methods that academic
libraries have used to market their images and services, and offers suggestions for developing
marketing plans and strategies.
Findings – The paper finds that market research allows libraries to understand better the points of
view of their student and faculty library users, as well as the perspectives of campus administrations
and the community external to the college. The result is that the library is more successful in gaining
visibility and support for its efforts, and library users are more successful in making the best use of the
services available to them to meet their academic and research goals.
Originality/value – The paper offers practical solutions for academic libraries in the global
community.
Keywords Marketing strategy,Academic libraries, Strategicplanning, Information services,
Cost accounting, Unite d States of America
Paper type Research paper
Libraries around the world are facing rising costs and dwindling budgets due to
technological advances and today’s dynamic economic climate. As a result , marketing
concepts are increasingly adapted within the library environment. Libraries are
discovering that by using marketing principles and techniques, they can understand
better their users’ needs, justify funding, communicate more effectively with a variety
of external audiences, and achieve greater efficiency and optimal results in delivering
products and services that meet the identified needs of their clients. This pa per
explores how the marketing concept is applied in practice to marketing academic
library services through the experiences of academic libraries across the USA. It
focuses on using marketing as a managerial tool to accomplish strategic organizational
goals and objectives. Challenges and opportunities in academic library marketing are
discussed. Examples demonstrating innovative methods which academic libraries
have used to market their images and services are presented, and suggestions for
developing marketing plans and strategies are provided as well.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0143-5124.htm
LM
27,6/7
494
Received 29 May 2006
Revised 7 June 2006
Accepted 7 June 2006
Library Management
Vol. 27 No. 6/7, 2006
pp. 494-504
qEmerald Group Publishing Limited
0143-5124
DOI 10.1108/01435120610702477
To continue reading
Request your trial