© Evelyn Daniel Rev. 3/17/2003.

MARKETING LIBRARY SERVICES READING LIST March 17, 2003

Web Sites

LibQUAL; Charting Library Service Quality In the spring 2001 an ARL research group set out to work with 43 libraries to develop a web-based service quality instrument to evaluate and identify best practices for academic libraries. The effort has been successful and this new site presents the fruits of the work. Many publications, some online, and some that you need a membership and password to access.

Library Media & PR Produced by ALA. "Strategies, techniques, resources, tips & tools for library communicators." Some great PR images including some I used on the workshop outline -- yours for the taking.

You Are Where You Live!. A fun site produced by Claritas to show you demographic data for different geographic regions. Good for segmenting your market.

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Books

Beckwith, Harry. Selling the Invisible: A Field Guide to Modern Marketing. NY: Warner Books, 1997. My students liked this very general book, probably because of the stories and practical advice.

Coote, Helen. How to Market Your Library Service Effectively. ASLIB, 1994. A short British publication that includes a few good case studies.

de Saez, Eileen elliott. Marketing Concepts for Libraries and Information Services. 2nd ed. Neal-Schuman, 2002. A slender British publication that covers all the basics. Includes an extensive discussion of marketing in the digital age.

Field, Selma G & Edwin M. Publicity Manual for Libraries: A Comprehensive Professional Guide to Communications ... A Book that No Library Should be Without. Monticello, NY: Knowledge Network Press, 1993. Well, perhaps title is an exaggeration but does include good PR information -- formats for press releses, writing a news story, connecting to radio, video clips, presentation of annual reports, etc

Glitz, Beryl. Focus Groups for Libraries and Librarians. New York: Forbes, 1998. Published by MLA. Focus group interviewing is a great marketing technique to find out what those customers (or potential customers) really think/want/need.

Hall, Ricard B. Winning Library Referenda Campaigns: A How to do it Manual. NY: Neal, Schuman, 1995. In Neal Schuman's handy manual format, a step by step approach -- most useful for public libraries facing building campaigns.

Kotler, Philip. Marketing Management. 2nd ed. New York: Prentice-Hall, 2003. Kotler is the grand old man of marketing textbooks. He has probably produced at least 20 or 30 including one I've used entitled Strategic Marketing for Nonprofit Organizations. Any book by him covers the basics and is usually well organized (in a textbook kind of way).

Meredith, Geoffrey and Charles Schewe. Defining Markets, Defining Moments -- America's 7 Generational Cohorts, Their Shared Experiences, and Why Business Should Care. New York: Hungry Minds, 2002.

Reed, Sally Gardner. Making a Case for Your Library. Neal Schumann, 2001. A textbook for public relations work for the library's new Communication Director (or someone assigned to that task).

Walters, Suzanne. Library Marketing that Works!. Neal Schumann, 2003. An update of an earlier 1992 work. This one provides step by step guidance for every phase of a comprehensive marketing program for the library. Includes new techniques like using listservs and Web sites, developing contact databases and building relationships with stakeholders and donors. Walters also has another book published by N-S in 1994 entitled Customer Service: A How to do it Manual for Librarians.

Weingand, Darlene E. Customer Service Excellence; A concise Guide for Librarians. Chicago: ALA, 1997. Weingand also has published a number of books and articles on marketing -- mainly geared to public librarians. Two other books by her are Marketing/Planning Library and Information Services published by Libraries Unlimited in 1997 and Future-Driven Library Marketing, ALA, 1998.

Wolfe, Lisa A. Library Public Relations, Promotions, and Communications. NY: Neal Schumann, 1997. A step by step process to develop a PR plan.

Zeithaml, Valeria A. and Mary Jo Bitner. Services Marketing; Integrating Customer Focus Across the Firm. 2nd ed. Prentice-Hall, 2003. A textbook I have used with a class in marketing that I teach in SILS. I like the service orientation perspective -- many differences in marketing services than in marketing products.