Marketing library and information services: international perspectives

Marketing library and information services : connecting from past to the future / Dinesh K. Gupta (India), Christie Koontz (USA) and Angels Massisimo (Spain) -- Changing marketing concepts : contemporary theories and paradigms in services marketing / Judith Broady-Preston (UK) -- Gaining customer loyalty : the ultimate in marketing / Kiran Kaur (Malaysia) -- Branding libraries : the challenges and opportunities / Jennifer Rowley (UK) -- Excellence in marketing : 2002-2012 / Christie Koontz (USA) -- Falling in love with the library : marketing Tsinghua University Library in an innovative way / Christie Koontz (USA) -- Internet marketing : the silver bullet for Web 2.0? / Elke Roesner and Urlika Ostrzinski (Germany) -- Web-based marketing / Sharon Koh and Wan Wee Pin (Singapore) -- Have you done your homework? five years on of a campaign life-cycle / Rosalind Dorsman (Australia) -- Building community and fostering connection in a canadian -- Academic library through a buttons campaign / Nancy Collins (Canada) -- Storytubes contest : marketing libraries in the digital age / Faith Brautigam and Denise Raleigh (USA) -- Happy days for Welsh libraries / Jane Purdie and Alyson Tyler (UK) -- From Georgia Tech to the world : leveraging existing campus infrastructure to market the library to a global audience / Charlie Bennett and Ameet Doshi (USA) -- Marketing in Algerian libraries : an overview / Messaouda Boutaba and Nadia Temmar (Algeria) -- Teaching marketing for better cultural projects' management : the book trade, information and communications department expertise / Lamia Badra (France) -- Management and marketing : an insight to developments in German libraries / Hella Klauser (Germany) -- Library and information services marketing in Pakistan : a profile / Kanwal Ameen (Pakistan) -- Relationship marketing in Brazilian university libraries / Walqueline da Silva Araújo and Márcio Bezerra da Silva (Brazil) -- Creating value for users of university libraries : Brazilian view / Nivaldo Oliveira, Ricardo de Souza Sette and Vânia Natal de Oliveira (Brazil) -- Being a library and being visible in the community today / Verena Tibljas (Croatia) -- Marketing library and information services : exploration and practice of the national science library of the chinese academy of sciences / Fang Shu and Yang Zhiping (China) -- Marketing as an access tool for public archives : guidelines for its application in libraries / Sofia Margarida de Castro Barros Correia dos Santos (Portugal) -- Reaching the islands in the community : marketing practices in madeira regional public library, portugal / Ana Figueira, Andreia Sousa and Carla Nunes (Portugal) -- E-marketing for libraries / Viviana Fernández Marcial (Spain) -- Digital marketing tools applied to the ie library / A. Marcos Blázquez and J. C. Marcos Recio (Spain) -- Effective use of social media marketing for customer engagement in information organizations / Rajesh Singh (USA) -- Marketing strategy to monitor library websites' functional performance / Sueli Angelica do Amaral (Brazil) -- Literature on marketing of library and information services : an analysis based on google scholar / G. Mahesh and Dinesh K. Gupta (India) -- Marketing library and information services: a bibliometric study of IFLA publications / Dinesh K. Gupta, G. Mahesh and Sarvesh Pareek (India) -- Towards the global library : applying agenda 21 to library marketing / Joachim Schöpfel (France)..

Includes bibliographical references (at the end of each chapter)..