Vasileiou, M., Rowley, J., 2011. Marketing and promotion of e-books in academic libraries, Journa...

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Vasileiou, M., Rowley, J., 2011. Marketing and promotion of e-books in academic libraries, Journal of Documentation, Vol. 67 Iss: 4 pp. 624 - 643 by Mind Map: Vasileiou, M., Rowley, J., 2011. Marketing and promotion of e-books in academic libraries, Journal of Documentation, Vol. 67 Iss: 4 pp. 624 - 643

1. Power of the publishers

1.1. Drm

1.1.1. Licensing negotiation is like haggling at a market -prices move around

1.1.2. Blackmail

2. Clash between research and undergrad

3. Platform issues

3.1. And synching wi SUPrimo

4. Interpretivist researchers

4.1. Subjective reality of respondents

5. So what is marketing?

5.1. V and R use The Association of Research Libraries definition (Smykla,1999, p.3). "The organized process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will (if applicable) satisfy individual and organizational objectives. Marketing collects and uses demographic, geographic, behavioral, and psychologica linformation. Marketing also fulfils the organization’s mission and, like public relations, inspires public awareness and education."

6. Marketing is alien. P627

6.1. However, there's also confusion over what marketing entails.

6.2. Compatible w non-profit? Yes, to hang on to funding...

6.3. BUT: Schmidt 2007, p628, "Many libraries have wonderful services and products but users are unaware of their availability(p.341)."

7. "E-books pose an interesting challenge to academic libraries" p624

7.1. Limited use made of ebooks dependant upon publishers.

8. Methodology

8.1. Semi-structured interviews were conducted with 25 academic librarians, in seven case study libraries, holding the following posts:subject librarians, e-resources librarians, or cataloguers

8.1.1. Marketing? Promotion by academics?

8.1.1.1. None had strategy

8.1.1.2. Did have tools for promotion of ebooks

8.1.1.2.1. e-mail

8.1.1.2.2. posters

8.1.1.2.3. online help

8.1.1.2.4. events

8.1.1.2.5. VLEs

8.1.1.2.6. course committee meetings

8.1.1.2.7. user education (including information literary sessions, induction sessions, and in-person instruction)

8.1.1.2.8. OPACs

8.1.1.2.9. library websites

8.1.1.2.10. flyers

8.1.1.2.11. announcement boards

8.1.1.2.12. library reps

8.1.1.2.13. word-of-mouth

8.1.1.2.14. blogs

8.1.1.2.15. bulletins

8.1.1.2.16. display screens

8.1.1.2.17. Marketing campaigns

8.1.1.2.18. Academic recommendations to students

8.1.1.3. And plans to improve promotion

8.1.1.3.1. development of an information literacy project

8.1.1.3.2. use of online chat

8.1.1.3.3. promotion of e-books in course committee meetings

8.1.1.3.4. provision of a paper guide for e-books

8.1.1.3.5. marketing at the shelf level with the use of CD cases

8.1.1.3.6. improvement of information literacy sessions

8.1.1.3.7. development of lists with all the newest ebooks acquired

8.1.1.3.8. drop-in sessions on e-books

8.1.1.4. laissez faire

8.1.1.5. Had issues

8.1.1.5.1. Lack of time

8.1.1.5.2. Raising of expectations

8.1.1.5.3. Lack of e-book stock in the library

8.1.1.5.4. Accessibility and use issues

8.1.1.5.5. Budget constraints

8.1.1.5.6. OPAC

8.1.1.5.7. E-books are quite new

8.1.1.5.8. Getting people interested

8.1.1.5.9. Lack of availability in the market

8.1.1.5.10. Little time provided for user education

8.1.1.5.11. the constant struggle to get the reading lists from the academics

8.1.1.5.12. encouraging library staff to buy e-book titles

8.1.1.5.13. lack of a coherent marketing strategy

8.1.1.5.14. lack of understanding about teaching and learning issues on the part of librarians

8.1.1.5.15. lack of a VLE area for e-books

8.1.1.5.16. librarians’ assumptions about how much people actually know what e-books are and how they can be used are not always well grounded

8.1.1.5.17. striking the balance between the delivery of print and e-books

8.1.1.5.18. creating a culture of promotion

8.1.1.5.19. no evaluation of e-book events

8.1.1.5.20. concerns that the promotion of e-books can undermine perceptions of the value of print books

8.1.1.5.21. E-book availability

8.1.2. Marketing suggestions were made by V and R

8.1.2.1. (2) managing tensions between promotion and supply;

8.1.2.2. (1) taking a strategic approach to promotion and marketing;

8.1.2.3. (3) innovation in promotional tools; and

8.1.2.4. (4) influencing word-of-mouth

8.2. Limited previous research into eBook promotion in academic libraries