Marketing Library and Information Services In
      Australian Academic Libraries

Gupta, Dinesh K.; Koontz, Christie; Massísimo, Angèls; Savard, Réjean

doi:10.1515/9783598440199.2.120

Cited by 10 publications

(2 citation statements)

References 2 publications

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“…Most importantly, libraries are currently being threatened by advanced ICTs, resulting in a decreasing number of users visiting the library and changes in user behaviours and needs. Therefore, libraries require new strategies to attract and satisfy users (Baron, 2010; Schmidt, 2006).…”

Section: Literature Reviewmentioning

confidence: 99%

“…User experience refers to the feelings and attitudes of customers or users towards real experiences or testing, and the effect after use. User experience can therefore demonstrate a deep understanding of users regarding products or services, and reflect real users’ needs, real products’ value, and the real ability and limitations of users when they use products and receive services (McNamara and Kirakowski, 2006; Schmidt, 2006; Sutcliffe, 2009). Good practices regarding user experience can thus influence the development of products and services, including increasing long-term customer relationships.…”

Section: Literature Reviewmentioning

confidence: 99%

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Users’ experiences of reference services in Thai academic libraries

Suthiprapa

Tuamsuk

2021

IFLA Journal

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This research aimed to analyse the user experiences of reference services in academic libraries based on the marketing mix 7Ps concept. The sample was instructors and students from eight national research universities in Thailand. Questionnaires were returned by 337 instructors (86.41%) and 399 students (100%). The results show that the component of the marketing mix 7Ps that was most important for reference services according to the users was people (β = .881), followed by place (β = .868), promotion (β = .863), product (β = .856), price (β = .854), process (β = .805) and physical environment (β = .789). When considering product, the most important services were counselling, research information seeking, instruction and answering, respectively. The results of this marketing mix 7Ps study reveal users’ attitudes with regard to various aspects that can be integrated with service design and create a model for developing library service innovation.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Users’ experiences of reference services in Thai academic libraries

Suthiprapa

Tuamsuk

2021

IFLA Journal

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Australian academic librarians' perceptions of marketing services and resources

Lodge²,

McCausland³

2013

Library Management

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Purpose – The purpose of this paper is to examine how Australian academic librarians marketed their services and resources, which marketing approaches were most effective, and the factors influencing the perceptions of the approaches used. Design/methodology/approach – An online survey was sent to 37 academic librarians in Australia. The response rate was 54.1 percent. The information sheet and consent form for phone interview participants were e-mailed to 17 participants and ten signed consent forms were e-mailed back to the researchers. The response rate was 58.8 percent. The qualitative data were analysed using content analysis. The collected quantitative and qualitative data were analysed using descriptive (frequencies, percentages, means, standard deviations) and inferential statistics (correlations). Findings – Academic librarians were involved in a variety of marketing activities and had varied perceptions of the effective approaches used to market services and resources. Correlation analysis confirms that demographics, human capital and library variables play significant roles in predicting librarians' perceptions of the effective marketing techniques used. Research limitations/implications – Because of very small sample size, the results may lack generalisability. Future research is a large-scale study. Practical implications – This paper provides a better understanding of academic librarians' attitudes, views and effective techniques with regard to marketing their services and resources. Originality/value – Librarians may use the results to reflect on the effectiveness of the marketing approaches used, to balance the weight of the factors' influences, and to better understand various effective marketing approaches to enable them to market academic library services and resources more effectively in the future.

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Marketing applications in Greek academic library services

et al. 2013

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Δημοσιεύσεις Μελών--ΣΔΟ--Βιβλιοθηκονομίας και Συστημάτων Πληροφόρησης, 2013This paper aims to describe marketing methods, techniques and activities used in Greek academic libraries and their staff perceptions regarding the importance of marketing applications. In addition, it identifies factors which hinder the uptake of marketing, and investigates the evaluation methods used.There are 151 central and departmental academic libraries in Greece, yet there is limited published research concerning their marketing activities. Therefore, it was intended to discover the reasons behind the low/non-use of marketing in Greek academic libraries. A three-section questionnaire was designed as the main research tool and distributed to 151 libraries. Survey results are presented and analysed according to the structure of the questionnaire.Whilst marketing techniques and methods are used in academic libraries worldwide, the spread of marketing in Greek academic libraries proved to be limited. Basic operational problems were identified as the main barrier to greater uptake. Nevertheless, the majority of Greek academic librarians realize the importance of marketing, but they still have a long way to go in terms of understanding and adopting marketing concepts in their provision of services.A quantitative survey was employed to determine the current situation, and examine the attitudes and perceptions of librarians in Greek academic libraries. However, the rapidly changing information environment and the increased international interest in academic library marketing have necessitated further research. The paper presents research on staff perceptions and attitudes, towards marketing activities in Greek academic libraries. However, there is limited published research on the topic. Additionally, it is the first attempt to discover the extent to which marketing is used in Greek libraries' services' provision. The research depicts marketing techniques and methods used in Greek academic libraries and compares its results with international practices

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Marketing Library and Information Services In Australian Academic Libraries

Cited by 10 publications

References 2 publications

Users’ experiences of reference services in Thai academic libraries

Users’ experiences of reference services in Thai academic libraries

Australian academic librarians' perceptions of marketing services and resources

Marketing applications in Greek academic library services

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