Re‐branding academic libraries in tough times: Attracting students through marketing
Abstract
Purpose
To outline and explain the importance of strategies for marketing academic libraries.
Design/methodology/approach
Case study of Waterford Institute of Technology Libraries.
Findings
Libraries have existing resources available to them to initiate highly effective and affordable marketing strategies.
Practical implications
The retention of existing patrons, attracting new patrons, streamlining and updating resources, and generating revenue.
Social implications
Re‐confirming the relevance of academic libraries as the primary source and repository of information services.
Originality/value
Outlining of achievable strategies for success in difficult financial times for library staff and academic communities.
Keywords
Citation
(2010), "Re‐branding academic libraries in tough times: Attracting students through marketing", Strategic Direction, Vol. 26 No. 5, pp. 23-25. https://doi.org/10.1108/02580541011035438
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited