This fully-updated third edition of the best-selling textbook offers information professionals a comprehensive foundation and structure for effective strategic marketing and shows how they can use this to enable their library to grow, develop and find new perspectives. The books introduces practitioners to a wide range of marketing concepts and techniques suitable for library and information services and shows how it is essential for a library to be truly market oriented in order to ensure its survival and future prosperity. The third edition is fully updated to encompass recent developments including social media, marketing 3.0, interactive marketing, values-driven marketing marketing, holistic marketing annd video marketing. The book also includes two completely new chapters on marketing environments and marketing culture. The book offers references and lists of further reading to act as a useful source of further information. This will be essential reading for library managers and library and information professionals who want a comprehensive foundation and structure for effective strategic marketing and students of LIS.

Author Biography

Eileen Elliott de Saez is a Chartered Marketer, one of the first in the UK, and formerly was Senior Lecturer at the School of Information Studies, University of Northumbria.