ATG Book of the Week: Crash Course in Marketing for Libraries, Second Edition

by | Nov 18, 2014 | 0 comments

Crash Course in marketing 9781610698702Title: Crash Course in Marketing for Libraries, Second Edition
Authors: Susan W. Alman and Sara Gillespie Swanson
Paperback: 978-1-61069-870-2, $45.00; eBook: 978-1-61069-871-9, Call for Pricing
Imprint: Santa Barbara: Libraries Unlimited, 2014

Crash Course in Marketing for Libraries: Second Edition will help you develop a strategic direction for your organization and identify methods for employing your best marketing and public relations strategies.

Each chapter of this second edition has been updated and expanded, comprehensively addressing the planning, implementation, and evaluation stages of the marketing and public relations process in libraries. The rise of social media as a powerful marketing tool is discussed in particular detail. The authors cover topics such as planning, promoting through the use of the existing media or advertising, and assessing the project. The book’s appendixes provide examples of marketing plans and projects as well as other helpful marketing resources.

  • Provides an essential resource that instructs and guides librarians from all types of organizations throughout each stage of the marketing and public relations process
  • Enables librarians with little or no experience in marketing to plan, implement, and evaluate a marketing campaign
  • Addresses all the key tools to promote library resources and services: social media, traditional media, publications, and collateral materials
  • Describes ways to gather information about the community and identifies factors that affect library use

Reviews of the first edition


Drawing on material from her hands-on library marketing classes, Alman offers advice and a wide array of practical suggestions for any library looking to raise its profile in the community Extensive chapters take the reader through developing a marketing plan, from executive summary to evaluation; communicating via the media, newsletters, and more; and, finally, fund-raising.
A distinguishing feature of this very helpful book is its use of real-world examples, including marketing plans, posters, and annual reports. The bibliography covers a wide selection of marketing resources within and without the library sphere, and a list of John Cotton Dana Library Public Relations Award winners (2002–7) is also included. In a time when all libraries need to become more proactive in promoting their resources and services, this book will be especially useful for small libraries whose budgets don’t allow for marketing staff. – Carolyn MulacBooklist


“Alman has practiced public relations for libraries and teaches at the U. of Pittsburgh. In the first third of this book, she outlines steps for successful library marketing, discussing strategies such as the collection of data about the
community, the development of a marketing plan, the use of newsletters and annual reports, and the solicitation of grants. The remaining pages comprise case studies demonstrating marketing techniques, as well as sample posters, annual reports, and newsletters.” – Reference & Research Book News




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