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Who's spinning the library? Responsibilities of academic librarians who promote

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Purpose ‐ The purpose of this paper is to explore the responsibilities and challenges faced by academic librarians whose major responsibilities include the overall promotion of the library. Design/methodology/approach ‐ A questionnaire was sent to seven library listservs asking respondents to describe their work duties, promotional activities, academic background, and professional challenges and concerns. Findings ‐ This study garnered 215 responses. Respondents who completed the questionnaire identified as academic librarians whose major responsibilities include the overall promotion of the library. Librarians who promote face a plethora of challenges, including time restraints, lack of funding and limited support for their promotional efforts. These barriers place a strain on promotional work in academic libraries. Practical implications ‐ The paper illustrates the roles and responsibilities of librarians who promote and the challenges and obstacles they deal with on an institutional and departmental level. Originality/value ‐ This study provides a unique snapshot of marketing initiatives across various academic libraries, in the midst of a global economic recession.
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Keywords: Academic libraries; Librarian roles and responsibilities; Marketing; Promotional methods

Document Type: Research Article

Publication date: February 22, 2013

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