A new book by a Charles Sturt University (CSU) academic examines the marketing techniques used by libraries.
In Marketing Services and Resources in Information Organisations, Dr Zhixian (George) Yi, a lecturer at CSU's School of Information Studies in Wagga Wagga, compiled data from across Australian educational institutions to create an accurate picture of the marketing techniques used by their information organisations, also known as libraries.
Dr Yi said the research would provide information that libraries needed in order to understand what is currently being done to market and compete with digital information and technology.
"There is rapid development in information and communication technology that has created strong competition with other organisations," Dr Yi said.
"Information organisations have to meet these challenges by marketing their unique services and resources in a way that will reach their user bases in a digital world."
"Information organisations also need to have a clear sense of where they are heading in the future.
"Establishing a direction for an information organisation involves a process of developing a strategic vision and mission, identifying goals and objectives, and developing specific strategies including a marketing strategy to produce the desired outcomes, a process that aims to gain a sustainable competitive advantage."
"The biggest challenge of marketing in an information organisation is how to gain a sustainable competitive advantage in the future."
"We need to use effective marketing techniques to market information organisations and their services and resources," Dr Yi said.
The book also outlines marketing techniques and survey data useful for librarians, library directors, and library and information sciences students.
"I intended for the book to be used as a resource to help practitioners consider their own marketing strategies," Dr Yi said.
"The book includes survey-based, theoretical and practical information alongside advanced statistical techniques that will set it apart from other survey research products currently available," he said.
Marketing Services and Resources in Information Organisations is intended to be used as a resource for students, librarians, library directors and others with an interest in information organisations and marketing in a digital age.
The book is published by Elsevier and can be purchased online.