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Social marketing is based on general marketing principles and strategies aimed at selling products and services to consumers with the purpose of changing an existing action; changing individual or group behavior, attitudes or beliefs; and reinforcing desired behaviors. The purpose of the study is to assess the acceptance of social marketing by librarians in post-Communist Romania within the context of this country's efforts to adopt democratic values into its social system. The study also uses the social marketing concept as an idea that requires change in attitudes and behaviors about the nature of librarianship. In so doing, it can be used as means of understanding the willingness of Romanian librarians to accept change. During the Communist regime, the librarians acted as tools that supported the dissemination of the totalitarian government's views. Fifteen years after the collapse of Communism they continue the struggle to implement principles of participatory management. However, visible changes in Romanian librarians’ mentalities, attitudes, and behaviors are still to come. A group of 74 librarians in attendance at a conference responded to a survey questionnaire based on the Social Marketing Scale (SMS) designed to determine the participants’ acceptance and willingness to support social marketing within their institutions. Results reveal that on the surface, social marketing was rejected by the sample group studied. The study suggests that, if social marketing is to play a role in Romanian librarianship, Romanian librarians must first accept the concept that libraries are important institutions and that libraries play a vital role in a democratic society. Once Romanian society begins to perceive the library as an information agency, knowledge and experience in social marketing must be gained so that the administrative and institutional will to pursue social marketing can be encouraged. Romanian libraries continue the process of redefining themselves within the country's transition to a civil society.

Developing countries in the former Soviet-bloc region have received little attention by Western researchers of libraries. This study attempts to broaden this limited knowledge concerning librarianship in Eastern Europe by offering some insight into the culture of Romanian libraries and the Romanian librarians’ readiness for change as they faced and continue to face the transition from an autocratic cultural and governmental system to a more open and democratic society with Romania's admission to the European Union as of 1 January 2007. The study uses “social marketing” as one means of ascertaining the degree to which Romanian librarians are willing to accept change.

The purpose of this paper is to quantitatively and qualitatively analyze library marketing research output using select bibliometric indicators with the aim of identifying top-performing countries, subject subthemes, organizations, authors and journals in the area.

The present study has examined 520 publications in library marketing, as indexed in Scopus database during 2006–2017. The study has statistically assessed processed publications and citations data into tables in order to ascertain research growth rate trends, global publication output and share, citation impact and distribution of library marketing research by country of publication, international-level collaborating country share of publication, by broad subject areas and preferred media of research communication. The study also provides bibliometric profile of top research organizations and authors in terms of their publications and citation indicators.

The body of literature in library marketing research is still very small, highly scattered and has so far registered no growth during the last 12 years, i.e. 2006–2017. Library marketing research is yet to emerge as a popular research area in library and information science. The USA dominates The library marketing research in the world, whereas other top participating countries including India, China, Japan, Canada, etc., are distant cousins. Top research institutions in the area of library marketing across the world include City University of New York, Florida State University, University of Texas at Austin, USA, Loughborough University and University of Sheffield, UK. The major focus of library marketing research was on academic libraries, followed by public libraries and medical libraries. Of late, the use of social media has emerged as an alternative to traditional library marketing techniques.

The scope of study describing the status of library marketing research is limited to the period 2006–2017. The results of the study should interest researchers in finding solutions to formulating future library strategies and programs for achieving sustainable growth in this area of study.

The present study in library marketing research should be of interest to researchers in evolving, and formulating theories/best practices/and policies/programs for outreach to current and potential users for promoting library products and services.

The purpose of this research is to explore the character of an emergent occupational role, that of university web manager.

The primary data used were 15 semi‐structured interviews conducted in 2004. These were analysed partly for factual and attitudinal data, but also for the discursive interpretative repertoires in use.

The paper examines the diverse backgrounds, occupational trajectories, organisational positions, job roles and status of practitioners working in “web management” in UK higher education. The discursive divide between the marketing and IT approaches to the web is investigated. Two case studies explore further the complexity and creativity involved in individuals' construction of coherent and successful occupational identities.

The paper examines the position of web managers within the framework of the notions of the marginal but powerful “new professional” or “broker” technician. It gives a vivid insight into how the web as a dynamic and open technology opens up opportunities for new forms of expertise; but also explores the potential vulnerabilities of such new roles. In order to examine personal experiences in depth, data were gathered for only a relatively small number of individuals. The research was also limited to the UK university sector and to those with a broad responsibility for the web site of the whole institution, i.e. not library web managers and other web authors who work primarily to produce a departmental web presence. These limits imply obvious ways in which the research could be extended.

There are implications for how institutions support people in such roles, and for how they can support one another.

There is a vast literature about the web, little about the new work roles that have grown up around it.

Under the new technological environment, academic libraries meet an extremely intense competition in offering information services, and marketing becomes an important means to attain the goal of their sustainable development. The purpose of this paper is to get an overview of library marketing in Chinese “985” Project Universities, the authors undertook a survey on each library of “985” Project Universities released on the web site of Ministry of Education of the People’s Republic of China. And then the authors identified some successful practices based on the survey.

First, the content of each web site, along with the individual hyperlinks and categories that every library web site has, were browsed to check the availability of the categories. Second, the search function of each library was explored using terms like “blog,” “video” and “tutorial” to retrieve information about services. Third, the Google search engine was used to retrieve information from Renren, microblog and YouTube accounts combining with the name of each library. And then the authors consult reference librarians about marketing methods and tools applied in their libraries with real-time online reference services.

This paper suggests that 29 libraries are exploiting video marketing, which is the most widely used marketing methods, accounting for 74.36 percent. Mobile library marketing and microblog marketing are another two major application among the 39 “985” Project Universities libraries in China, respectively, accounting for 69.23 and 58.97 percent.

The paper reveals that there are some deficiencies lying in the marketing of these libraries: characteristic resources in really simple syndication (RSS) are insufficient, video themes turn to be traditional and plain, network media marketing is relatively uncommon, and mobile library marketing is limited to mobile messaging services. It may fill in the gap of better understanding the relationship between the traditional information services and modern services from users’ perspective. It is instructive for libraries to systematically summarize success or failure experience of other library marketing, and keep an innovative concept and global vision.

This study identifies factors affecting brand building for academic libraries affiliated with the Ministry of Science, Research and Technology (MSRT) in Iran.

This research applied the grounded theory method based on the three open, axial and selective coding steps (Strauss and Corbin, 1998). The research tool was interviews conducted with 20 experts in librarianship, marketing and branding.

Library building architecture, library information resources and services, librarians' branding, marketing activities and library management are the causal conditions affecting brand building. The national economic situation, the digital publishing situation in the country and different characteristics of the new library community are the intervening conditions affecting brand building. The role of other libraries in society in the scientific education of the new generation provides contextual conditions for brand building. The higher education system and the library parent organization play a part in the operative actions/interactions for brand building. The consequences of brand building are brand image development, brand excellence and brand behavioral loyalty for libraries. Library brand identity is also a core category in brand building.

Facing steep challenges by emergent services, academic libraries are ill-prepared to meet the needs of the new information society solely with traditional services and functions. Academic libraries are required to rebrand themselves to be more successful at delivering a strong performance within a changing information environment by enhancing their brand image and establishing a more effective relationship with users.

Considering the shortage of minority representation in the library profession, this paper aims to examine minority students' awareness of librarianship and investigates the impact of marketing academic librarianship to students at the campus' cultural centers as a recruitment method.

The paper analyses previous studies and provides results from a survey distributed to minority students at two of the cultural centers and at the Summer Research Opportunities Program, a program that prepares minority students for graduate studies.

Results indicate a connection between presentations to students about academic librarianship and their interest in pursuing the profession. Findings highlight students' lack of awareness of librarian job responsibilities and the findings also highlight students' preferred methods for continued mentorship and support.

More qualitative research would prove valuable to gain in‐depth feedback from students about their understanding of the library profession and what factors are most and least likely to attract them to the profession. A second paper is planned to investigate the number of students who pursued a library degree that attended one of these sessions.

The paper highlights a simple, affordable and replicable alternative to time‐intensive and heavily subsidized recruitment programs.

As the population becomes more diverse and patron needs change, the library profession, which is predominantly white, will need to diversify to reflect patrons' increasingly diverse needs.

Many large‐scale recruitment initiatives recruit minority students to academic librarianship. This paper describes a small‐scale and effective approach to minority student recruitment.

The purpose of this paper is to address dimensions of crisis as applied to the profession of librarianship from a public administration frame of reference. For librarians to retain professional status, the human element of librarianship must be promoted through an emphasis on their educational mission, inspired by public administration's professional code of ethics. Within this process, librarians must promote themselves as educators, embracing the concept of information literacy as their field of jurisdiction.

Reflecting an interdisciplinary approach, literature from public administration and library science is used to support these points.

A robust professional education and affiliation with professional associations reinforces the informational asymmetries of professionals through specialized instruction and knowledge sharing, which will lead to not only a strengthened profession, but also to opportunities for leadership.

To reinforce professionalism, the human element of librarianship must be promoted through an enhanced emphasis on the educational mission of librarians within the ethical framework of the profession. The place for this to occur is within schools of graduate education and professional associations.

This discussion addresses dimensions of crisis as applied to the profession of librarianship from a public administration frame of reference. The rationale for this approach is that library and information science can benefit from elements of the public administration school of thought regarding professionalism, in general, and ethical codes, in particular.

This paper discusses two surveys conducted in 1986 and 1988 which examined attitudes of producers of Australian research‐based databases towards marketing, and the practices they employed to promote their database products. Attitudes and practice were found to be poor in 1986 with few database projects commanding budgets adequate for even the most basic of promotional activities. By 1988, improvement in attitudes towards marketing was evident, particularly from management. Satisfaction with assistance in marketing from vendors was significantly improved. However, on overall marketing performance, there is still much room for improvement and expansion in marketing to non‐library audiences and to non‐user groups. These two surveys provide benchmarks against which database marketing activity and attitudes can be measured in succeeding years.

A survey was carried out of users, and potential users of the BBC Scotland Information Research Library services. Two postal questionnaires were sent out in the summer of 1995 to more than 100 individuals and organisations in Scotland. Based upon a 50% response rate, various conclusions could be drawn. Internal respondents were very satisfied with the services they currently received, but were, unsurprisingly, unwilling to pay significant sums to receive the services. There is some potential interest from outside the BBC in the Library's Events Guide. The exercise was undertaken both to assess the potential market for the Events Guide and to raise awareness generally of the Library's services. The results provide valuable pointers to how the BBC Scotland library services can develop, and, in time, the survey may turn out to have been a valuable marketing tool in its own right.

The paper aims to centre on marketing of library and information services and to attempt to correlate marketing as a concept to the provision of library services.

The user groups are identified with library classification in the paper. The paper also highlights library management in relation to marketing its services and products.

In view of the social, economic and technological changes, the paper advocates a paradigm shift from the traditional marketing system into a more vibrant and dynamic, strategic marketing of library services/products. The paper concludes that a major marketing campaign is necessary to increase awareness and educate the library users about available library resources. This crusade can be further strengthened by the provision of the right service at the right time and the right price to the right users in the right place while supported by a quality management team.

The paper provides useful information on the marketing of library and information services.