Marketing Your Library's Electronic Resources

Marketing Your Teaching

In part this is because over half of Ph.D.s will teach at institutions in which teaching is as important, if not more important, than research. Departments in the non-Ivies need excellent teachers who can attract students—especially non-majors. They are looking for scholars who can not only publish, but who can teach successfully, and who can effectively advise and mentor students. Even Ivies a...

Allocating Marketing Resources

Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these investments generate appropriate returns for the firm. In this chapter we highlight a two-stage process for marketing resource allocat...

Test your library's marketing IQ.

This article is not about your library’s intelligence quotient. It’s about its image quotient—the image that your library projects to its clients. Like the stereotypical “nerd” from our high school years (strong on knowledge, weak on packaging), many information service providers ignore their library’s image. But just as the nerds, despite all their intelligence and personality, often went lone...

Electronic Marketing and Purchasing

In the past thirty years, we have moved from the traditional exchange models of “explaining” and “managing” to the phenomena of the electronic revolution in buyerseller networks, the development of network formations, and the impact of electronic communications such as electronic data interchange (EDI) and the internet on electronic commerce. These network approach models emphasize “understandi...

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