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Title:
Marketing Concepts for Libraries and Information Services
Review:
This second, paperback edition of Eileen's book has increased in size
from 145 pages to 224, with the addition of two new chapters. These
are: chapter five, covering promotion and public relations, and
chapter seven, focusing on the new issue of marketing in the digital
age. The remaining eight chapters have been reworked and updated
presenting the original points from the first edition in a clearer
format.
The chapters each cover a different aspect of the marketing process
and are clearly laid out with the areas to be covered and a list of
useful references for further reading at the end. Until volunteering
to review this book, I had not taken the time to read Eileen's earlier
edition. These two constituted only the second and third marketing
books which I had read, the other being the much shorter "Know How
Guide on Marketing" published by Aslib.
I found Eileen's book to be a wealth of knowledge on marketing
techniques and practices, but I did feel that if, as an information
professional, I was suddenly told to start marketing my service, I
would not turn to this book as a quick read. For the information
professional or librarian (who Eileen targets as her main audience)
with time to indulge in the book, it contains useful examples taken
from the public and private sectors. It is good that there is a
balance between the two, making the book appeal to a wider audience.
However if I was short of time I might find the book somewhat
academic, though this only serves to emphasise the worthy background
of the author.
Points to take away are the potential new roles for librarians and
information professionals. Anyone involved in marketing activity
should consider a mix of traditional methods, e.g. press releases or
telephone marketing and the 'e' opportunities presented by email and
web sites. Eileen suggested that one of the most important aspects of
the marketing process is customer relationship management - not
wasting time delivering services that customers do not want and would
not use. Finally, Eileen said that librarians and information
professionals should do what they do best - market research - and
apply this together with traditional marketing concepts to old and
new environments, always remembering that they are part of the
greater corporate identity.
I would say that this is a good, well-researched book, presented
suitably to the chosen audience, if they have time to read it. A
marketing person by trade may think that the book lacks
sophistication, but I feel that Eileen has presented the issues well
for a non-marketing audience.
Free Pint Reviewer:
Alison Ross-Dow is the Information Resource Centre Manager at Aslib-
IMI and also works closely with her company's special interest groups
and regional branches. She has been in the profession since 1998 and
has a keen interest in web design and usability issues. This is her
first written piece for Free Pint.
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