An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital
This paper explores the past and present of library marketing in the United States. While library marketing’s foundations were established by John Cotton Dana more than a century ago, not every library is up-to-speed in its knowledge or practice. Today, there are "Haves" with plenty of spa...
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| Format: | Article |
| Language: | English |
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Marketing Libraries Journal
2019-03-01
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| Series: | Marketing Libraries Journal |
| Subjects: | |
| Online Access: | http://journal.marketinglibraries.org/march2019/MLJv3i1-26-49.pdf |
| _version_ | 1828772502189375488 |
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| author | Kathy Dempsey |
| author_facet | Kathy Dempsey |
| author_sort | Kathy Dempsey |
| collection | DOAJ |
| description | This paper explores the past and present of library marketing in the United States. While library marketing’s foundations were established by John Cotton Dana more than a century ago, not every library is up-to-speed in its knowledge or practice. Today, there are "Haves" with plenty of space, staff, and money, and "Have Nots" that lack some of those necessities. In the midst of this uneven landscape, this article discusses the organizations and publications that support marketing, details library marketing trends in four categories (Using data; Successful strategies; Technology; Relationship marketing), and lists national campaigns and awards for effective library marketing campaigns and collateral. In this broad overview, attention is also given to the continuing challenges facing libraries as they undertake new or expanded marketing programs, including likely future scenarios. |
| first_indexed | 2024-12-11T14:45:52Z |
| format | Article |
| id | doaj.art-0c42b881f3774622b579f36173c5576d |
| institution | Directory Open Access Journal |
| issn | 2475-8116 |
| language | English |
| last_indexed | 2024-12-11T14:45:52Z |
| publishDate | 2019-03-01 |
| publisher | Marketing Libraries Journal |
| record_format | Article |
| series | Marketing Libraries Journal |
| spelling | doaj.art-0c42b881f3774622b579f36173c5576d2022-12-22T01:01:41ZengMarketing Libraries JournalMarketing Libraries Journal2475-81162019-03-01312649An Historical Overview of Marketing in U.S. Libraries: From Dana to DigitalKathy Dempsey0Editor, Marketing Library ServicesThis paper explores the past and present of library marketing in the United States. While library marketing’s foundations were established by John Cotton Dana more than a century ago, not every library is up-to-speed in its knowledge or practice. Today, there are "Haves" with plenty of space, staff, and money, and "Have Nots" that lack some of those necessities. In the midst of this uneven landscape, this article discusses the organizations and publications that support marketing, details library marketing trends in four categories (Using data; Successful strategies; Technology; Relationship marketing), and lists national campaigns and awards for effective library marketing campaigns and collateral. In this broad overview, attention is also given to the continuing challenges facing libraries as they undertake new or expanded marketing programs, including likely future scenarios.http://journal.marketinglibraries.org/march2019/MLJv3i1-26-49.pdfHistorylibrary marketingawardstrendsjohn cotton danalibrary marketing historyunited stateshistory |
| spellingShingle | Kathy Dempsey An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital Marketing Libraries Journal History library marketing awards trends john cotton dana library marketing history united states history |
| title | An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital |
| title_full | An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital |
| title_fullStr | An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital |
| title_full_unstemmed | An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital |
| title_short | An Historical Overview of Marketing in U.S. Libraries: From Dana to Digital |
| title_sort | historical overview of marketing in u s libraries from dana to digital |
| topic | History library marketing awards trends john cotton dana library marketing history united states history |
| url | http://journal.marketinglibraries.org/march2019/MLJv3i1-26-49.pdf |
| work_keys_str_mv | AT kathydempsey anhistoricaloverviewofmarketinginuslibrariesfromdanatodigital AT kathydempsey historicaloverviewofmarketinginuslibrariesfromdanatodigital |