3, Issue 1 (Winter 2019)
An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital
Kathy Dempsey, Editor, Marketing Library Services
Libraries Journal, volume 3, issue 1, pages 26-49.
This paper explores the past and present of library marketing in
the United States. While library marketing’s foundations were
established by John Cotton Dana more than a century ago, not every
library is up-to-speed in its knowledge or practice. Today, there are
"Haves" with plenty of space, staff, and money, and "Have Nots" that
lack some of those necessities. In the midst of this uneven landscape,
this article discusses the organizations and publications that support
marketing, details library marketing trends in four categories (Using
data; Successful strategies; Technology; Relationship marketing), and
lists national campaigns and awards for effective library marketing
campaigns and collateral. In this broad overview, attention is also
given to the continuing challenges facing libraries as they undertake
new or expanded marketing programs, including likely future scenarios.
Dempsey, K. (2019). An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital.
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