How to Market Your Library Service Effectively (2nd ed.)

The authors are partners in a “strategy, marketing and communications consultancy”, who have provided a two‐day course on behalf of Aslib on marketing an information service. The authors, one of whom has worked as a librarian, see marketing as a cycle involving research, analysis, designing products or services to meet identified customer needs, bringing them to the customer’s notice, and monitoring the result. There are chapters on defining marketing, marketing strategy, planning, and implementation, with an appendix giving practical suggestions on promotional materials, and another detailing four case studies of marketing initiatives in libraries.