Sie sind bereits eingeloggt. Klicken Sie auf 2. tolino select Abo, um fortzufahren.
Bitte loggen Sie sich zunächst in Ihr Kundenkonto ein oder registrieren Sie sich bei bücher.de, um das eBook-Abo tolino select nutzen zu können.
This book explores how marketing strategies - used in businesses and organizations - can be applied to promote libraries by placing users at the heart of every decision. It positions the library within a rich and diverse cultural ecosystem that includes bookstores, publishers, professional associations, magazines, and museums. In today's landscape, the user experience (UX), once exclusive to retail and digital industries, is now a shared priority across these sectors, and a key component of modern library marketing. From audience research and satisfaction surveys to loyalty-building…mehr
This book explores how marketing strategies - used in businesses and organizations - can be applied to promote libraries by placing users at the heart of every decision. It positions the library within a rich and diverse cultural ecosystem that includes bookstores, publishers, professional associations, magazines, and museums. In today's landscape, the user experience (UX), once exclusive to retail and digital industries, is now a shared priority across these sectors, and a key component of modern library marketing.
From audience research and satisfaction surveys to loyalty-building strategies, cutting-edge digital tools, and the rise of AI-driven practices, the book examines the evolving face of library marketing. Drawing on insights from experts across Europe (notably the Netherlands) and the French-speaking world (Canada, France, Belgium and Switzerland), it offers a comprehensive and forward-thinking look at the new challenges and opportunities shaping the profession today.
Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in D ausgeliefert werden.
Die Herstellerinformationen sind derzeit nicht verfügbar.
Autorenporträt
Jean-Philippe Accart is a consultant and trainer at JP ACCART Formation Conseil. He has worked in the field of information sciences in France and Switzerland for several decades, with the aim of creating and developing innovative services and sharing his vision for the future of libraries.
Inhaltsangabe
Preface xi Jean-Philippe ACCART Author Presentation xv Introduction Françoise GEOFFROY-BERNARD Part 1 The User at the Heart of Library Marketing Strategies 1 Chapter 1 Communication at the Heart of the Evolution of Library Satisfaction Surveys 3 Nelly SCIARDIS 1.1 What surveys should be carried out? 3 1.1.1 Contributions and limitations of induced data 4 1.1.2 The interest of solicited data: the proven example of LibQUAL+ 5 1.1.3 Testing other competing tools 6 1.2 Services Publics+ in France: the new priority given to surveys and communication 8 1.3 The evolution of ISO standards on library activity: the need for inclusive libraries for users who are actively involved in change 10 1.4 Conclusion: towards a new paradigm for rethinking public surveys 11 1.5 References 12 Chapter 2 UX Design in the Library 13 Nicolas BEUDON 2.1 UX design 13 2.1.1 Related disciplines: applied ethnography, marketing 14 2.2 UX as a philosophy and as a process 15 2.2.1 The research phase 15 2.2.2 The ideation phase 16 2.2.3 The prototyping phase 17 2.2.4 The scaling up phase 18 2.2.5 UX design, design thinking, codesign, etc.: changing names 19 2.3 The arrival of design methods in libraries 20 2.4 References 22 Chapter 3 Unlocking the Library Brand Potential 25 Cathelijne KUITERS 3.1 A unified communication approach to bridge the awareness gap 26 3.2 Growing the library brand 27 3.2.1 Brand equity model 27 3.2.2 Everybody knows the library, right? 29 3.3 A brief overview of the Dutch library sector 30 3.3.1 Library governance and legislation in a nutshell 30 3.3.2 Network marketing challenges 31 3.4 Effective proximity requires awareness 32 3.5 Enhancing brand equity: the library national campaign strategy 34 3.6 References 36 Chapter 4 Audience Behavior, Customer Journey and the Omnichannel Strategy 39 Arnaud DUFOUR 4.1 The digitalization of customer behavior 39 4.2 Understanding audiences better 42 4.3 The purchasing journey and its mapping 44 4.4 Towards an omnichannel experience 46 4.5 Customer experience challenges 47 4.6 References 50 Part 2 The User of Books, Libraries and Museums: A Marketing Target Like Any Other 51 Chapter 5 Library Merchandising 53 Nicolas BEUDON 5.1 Merchandising 53 5.2 The arrival of merchandising in libraries 53 5.3 Merchandising techniques: another approach to library space 54 5.4 References 55 Chapter 6 Museum Marketing in Focus: Interview with Jean-Sébastien Belanger 57 Chapter 7 From Lectures to Saison.Culture: 40 Years of a Professional Cultural Journal in French-speaking Belgium 63 Jean-François FÜEG 7.1 First era 64 7.2 Second era 65 7.3 Third era 66 7.4 Fourth era 67 7.5 Fifth era 70 7.6 Not a conclusion 70 7.7 References 71 Chapter 8 Making Libraries Visible: A Cardinal Mission for Bibliosuisse 73 Amélie VALLOTTON-PREISIG 8.1 Bibliosuisse: the voice of Swiss libraries 73 8.2 Library marketing: a necessary evil 74 8.3 From marketing to advocacy 75 8.4 How to promote libraries? Bibliosuisse actions, tools and campaigns 76 8.5 Challenges and obstacles 79 8.6 A job well done, but still a lot of work to be done 79 8.7 References 80 Chapter 9 Responsible (Digital) Marketing 81 Arnaud DUFOUR 9.1 Marketing and environmental emergency 81 9.2 What to do? 84 9.3 References 91 Part 3 Marketing: An Area of Investment for Library and Documentation Professionals 93 Chapter 10 From Marketing to Digital Marketing 95 Arnaud DUFOUR 10.1 Marketing and the digital transformation 95 10.2 Missions and activities of a digital marketing department 96 10.2.1 Piloting the organization's digital ecosystem 96 10.2.2 The need for a performance measurement system 99 10.2.3 Charters and procedures to ensure consistency 101 10.2.4 Crucial mastery of a technical foundation 101 10.2.5 Classic managerial functions 103 10.2.6 Team and human resources 104 10.3 Current challenges in digital marketing 105 10.3.1 Websites 106 10.3.2 Newsletters 107 10.3.3 Social media 108 10.3.4 Search engines 109 10.3.5 Display and video advertising 110 10.3.6 Web analytics 111 10.3.7 What about the future? 111 10.4 References 113 Chapter 11 The Librarian-Information Specialist as a "Marketer": What Skills and Training? 115 Véronique MESGUICH 11.1 The marketing function: multiple facets 115 11.2 Marketing: a forbidden term? 116 11.3 From public surveys to digital marketing: a wide range of skills 118 11.4 Skills outsourcing 121 11.5 Training and future perspectives for marketing in libraries and information centers 122 11.6 References 124 Chapter 12 Marketing and Artificial Intelligence 125 Arnaud DUFOUR 12.1 Generative artificial intelligence for marketing 125 12.2 Very concrete applications 127 12.3 Effects on businesses 129 12.4 Broader issues 130 12.5 References 131 Conclusion 133 Jean-Philippe ACCART Appendix General Retrospective Bibliography 135 Glossary 139 List of Authors 143 Index 145
Preface xi Jean-Philippe ACCART Author Presentation xv Introduction Françoise GEOFFROY-BERNARD Part 1 The User at the Heart of Library Marketing Strategies 1 Chapter 1 Communication at the Heart of the Evolution of Library Satisfaction Surveys 3 Nelly SCIARDIS 1.1 What surveys should be carried out? 3 1.1.1 Contributions and limitations of induced data 4 1.1.2 The interest of solicited data: the proven example of LibQUAL+ 5 1.1.3 Testing other competing tools 6 1.2 Services Publics+ in France: the new priority given to surveys and communication 8 1.3 The evolution of ISO standards on library activity: the need for inclusive libraries for users who are actively involved in change 10 1.4 Conclusion: towards a new paradigm for rethinking public surveys 11 1.5 References 12 Chapter 2 UX Design in the Library 13 Nicolas BEUDON 2.1 UX design 13 2.1.1 Related disciplines: applied ethnography, marketing 14 2.2 UX as a philosophy and as a process 15 2.2.1 The research phase 15 2.2.2 The ideation phase 16 2.2.3 The prototyping phase 17 2.2.4 The scaling up phase 18 2.2.5 UX design, design thinking, codesign, etc.: changing names 19 2.3 The arrival of design methods in libraries 20 2.4 References 22 Chapter 3 Unlocking the Library Brand Potential 25 Cathelijne KUITERS 3.1 A unified communication approach to bridge the awareness gap 26 3.2 Growing the library brand 27 3.2.1 Brand equity model 27 3.2.2 Everybody knows the library, right? 29 3.3 A brief overview of the Dutch library sector 30 3.3.1 Library governance and legislation in a nutshell 30 3.3.2 Network marketing challenges 31 3.4 Effective proximity requires awareness 32 3.5 Enhancing brand equity: the library national campaign strategy 34 3.6 References 36 Chapter 4 Audience Behavior, Customer Journey and the Omnichannel Strategy 39 Arnaud DUFOUR 4.1 The digitalization of customer behavior 39 4.2 Understanding audiences better 42 4.3 The purchasing journey and its mapping 44 4.4 Towards an omnichannel experience 46 4.5 Customer experience challenges 47 4.6 References 50 Part 2 The User of Books, Libraries and Museums: A Marketing Target Like Any Other 51 Chapter 5 Library Merchandising 53 Nicolas BEUDON 5.1 Merchandising 53 5.2 The arrival of merchandising in libraries 53 5.3 Merchandising techniques: another approach to library space 54 5.4 References 55 Chapter 6 Museum Marketing in Focus: Interview with Jean-Sébastien Belanger 57 Chapter 7 From Lectures to Saison.Culture: 40 Years of a Professional Cultural Journal in French-speaking Belgium 63 Jean-François FÜEG 7.1 First era 64 7.2 Second era 65 7.3 Third era 66 7.4 Fourth era 67 7.5 Fifth era 70 7.6 Not a conclusion 70 7.7 References 71 Chapter 8 Making Libraries Visible: A Cardinal Mission for Bibliosuisse 73 Amélie VALLOTTON-PREISIG 8.1 Bibliosuisse: the voice of Swiss libraries 73 8.2 Library marketing: a necessary evil 74 8.3 From marketing to advocacy 75 8.4 How to promote libraries? Bibliosuisse actions, tools and campaigns 76 8.5 Challenges and obstacles 79 8.6 A job well done, but still a lot of work to be done 79 8.7 References 80 Chapter 9 Responsible (Digital) Marketing 81 Arnaud DUFOUR 9.1 Marketing and environmental emergency 81 9.2 What to do? 84 9.3 References 91 Part 3 Marketing: An Area of Investment for Library and Documentation Professionals 93 Chapter 10 From Marketing to Digital Marketing 95 Arnaud DUFOUR 10.1 Marketing and the digital transformation 95 10.2 Missions and activities of a digital marketing department 96 10.2.1 Piloting the organization's digital ecosystem 96 10.2.2 The need for a performance measurement system 99 10.2.3 Charters and procedures to ensure consistency 101 10.2.4 Crucial mastery of a technical foundation 101 10.2.5 Classic managerial functions 103 10.2.6 Team and human resources 104 10.3 Current challenges in digital marketing 105 10.3.1 Websites 106 10.3.2 Newsletters 107 10.3.3 Social media 108 10.3.4 Search engines 109 10.3.5 Display and video advertising 110 10.3.6 Web analytics 111 10.3.7 What about the future? 111 10.4 References 113 Chapter 11 The Librarian-Information Specialist as a "Marketer": What Skills and Training? 115 Véronique MESGUICH 11.1 The marketing function: multiple facets 115 11.2 Marketing: a forbidden term? 116 11.3 From public surveys to digital marketing: a wide range of skills 118 11.4 Skills outsourcing 121 11.5 Training and future perspectives for marketing in libraries and information centers 122 11.6 References 124 Chapter 12 Marketing and Artificial Intelligence 125 Arnaud DUFOUR 12.1 Generative artificial intelligence for marketing 125 12.2 Very concrete applications 127 12.3 Effects on businesses 129 12.4 Broader issues 130 12.5 References 131 Conclusion 133 Jean-Philippe ACCART Appendix General Retrospective Bibliography 135 Glossary 139 List of Authors 143 Index 145
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
USt-IdNr: DE450055826
