The challenges and opportunities of marketing academic libraries in the USA: Experiences of US academic libraries with global application
Purpose ‐ The purpose of this paper is to explore the value of marketing in academic libraries and how the marketing concept is applied in practice to marketing academic library services through the experiences of academic libraries across the USA. Design/methodology/approach ‐ The paper focuses on using marketing as a managerial tool to accomplish strategic organizational goals and objectives, discusses challenges and opportunities in academic library marketing, presents examples demonstrating innovative methods that academic libraries have used to market their images and services, and offers suggestions for developing marketing plans and strategies. Findings ‐ The paper finds that market research allows libraries to understand better the points of view of their student and faculty library users, as well as the perspectives of campus administrations and the community external to the college. The result is that the library is more successful in gaining visibility and support for its efforts, and library users are more successful in making the best use of the services available to them to meet their academic and research goals. Originality/value ‐ The paper offers practical solutions for academic libraries in the global community.
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