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Marketing today's academic library

by Mathews, Brian
Additional authors: ebrary, Inc.
Published by : American Library Association, (Chicago :) Physical details: xv, 171 p. : ill.
Subject(s): Academic libraries -- Marketing. | Academic libraries -- Public relations. | Libraries and students. | Advertising -- Libraries. | Electronic books.
Year: 2009
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Includes bibliographical references and index.

Do libraries need to advertise? -- Defining the user -- Student need states -- The library as product -- Conducting marketing research -- Building relationships -- Developing brand strategies -- Promotional building blocks -- Designing messages -- Measuring the impact -- Putting it all together.

Electronic reproduction. Palo Alto, Calif. : ebrary, 2011. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

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