Marketing the Virtual Library

Marketing the Virtual Library

Kim Grohs (Jane Bancroft Cook Library at the University of South Florida-Sarasota/Manatee, USA), Caroline Reed (Jane Bancroft Cook Library at the University of South Florida-Sarasota/Manatee, USA) and Nancy Allen (Jane Bancroft Cook Library at the University of South Florida-Sarasota/Manatee, USA)
Copyright: © 2003 |Pages: 15
DOI: 10.4018/978-1-59140-106-3.ch009
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During the last decade, there have been significant changes in higher education, particularly in the emergence of distance education and the 24/7-access mantra (24 hours a day, seven days a week). This, in turn, has had a continuing impact upon efforts to reconceptualize what an academic library is and what it does. Not surprisingly, academic libraries face a number of critical issues, including increased costs of resources, expansion of traditional services, increased competition from other information vendors, and the impact of new technologies. Although these issues appear as threats, they are opportunities for libraries to design their own future (Denham, 1995). In the near future, academic libraries will remain a vital resource for faculty, students, and staff. While it is easy for academic libraries to become complacent about their status within a university since there is no competition on campus, successful marketing programs can enhance visibility, create understanding about the value of the library, and shape public perception of the scope of its resources and services (Gómez, 2001). This chapter will briefly look at marketing issues in academic libraries, how those issues were dealt with in marketing the Virtual Library, and where marketing for academic libraries may be going in the future as the physical and virtual worlds shift, meld, and merge.

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Table of Contents
Amy Tracey Wells
Ardis Hanson, Bruce Lubotsky Levin
Chapter 1
Ardis Hanson, Bruce Lubotsky Levin, Susan Heron
Change has become a way of life for most organizations in the 21st century. In order to withstand profound change, an organisation must be flexible... Sample PDF
Introduction: Technology, Organizational Change and Virtual Libraries
Chapter 2
Patricia Pettijohn, Tina Neville
The evolution from paper to electronic resources transforms the way that information is owned, shared, and accessed. For libraries, the... Sample PDF
Collection Development for Virtual Libraries
Chapter 3
William D. Kearns
Dubbed as the next “Killer Application” (Hanss, 2001), digital video’s anticipated impact on computer networks is enormous. Few other applications... Sample PDF
Libraries as Publishers of Digital Video
Chapter 4
John Abresch
The use of geographic information in a variety of research and educational endeavors has created a number of challenges involving data management... Sample PDF
Geographic Information Systems Research and Data Centers
Chapter 5
Merilyn Burke
Information technologies have transformed libraries in ways that most academic librarians could not have imagined twenty years ago. Traditional... Sample PDF
Access Services in the 21st Century
Chapter 6
Susan Jane Heron, Charles L. Gordon
The environment in which cataloging principles and standards operate has changed dramatically. The development of automated systems for the creation... Sample PDF
Cataloging and Metadata Issues for Electronic Resources
Chapter 7
E-Reference  (pages 95-120)
Amy Tracey Wells, Ardis Hanson
Lipnow (1997) talks about traditional reference as a mediated, one-on-one service that intervenes at the information seeker’s point of need.... Sample PDF
Chapter 8
Beverly Caggiano
Since 1995, university academic libraries have seen increased computer demand and use by faculty, staff, and students; widespread use of... Sample PDF
Website Development Issues
Chapter 9
Kim Grohs, Caroline Reed, Nancy Allen
During the last decade, there have been significant changes in higher education, particularly in the emergence of distance education and the... Sample PDF
Marketing the Virtual Library
Chapter 10
Distance Learning  (pages 148-163)
Merilyn Burke, Bruce Lubotsky Levin, Ardis Hanson
Gapen (1993) states that the concept of remote access to the contents and services of libraries and other information resources provides the user... Sample PDF
Distance Learning
Chapter 11
Kathy Arsenault, Ardis Hanson, Joan Pelland
Change, by its very nature, is unpredictable, and often unmanageable, yet an organization’s success depends on an ability to predict and control... Sample PDF
Issues for Library Management When Implementing Large-Scale Programmatic Change
Chapter 12
Todd Chavez
Change brought about by innovations in computing technologies has fundamentally altered the nature of work in academic libraries. In his description... Sample PDF
Staffing the Transition to the Virtual Academic Library: Competencies, Characteristics and Change
Chapter 13
Rose L. Bland, Allison M. Howard
The objective of collecting library statistics is “to assess the quality and effectiveness of services [and resources] provided by the library”... Sample PDF
Library Statistics and Outcomes Assessment
Chapter 14
Vicki L. Gregory
The revolutionary changes in the educational curriculum for schools of library and information science being evinced by the exponential expansion of... Sample PDF
Re-Engineering Library Education
About the Authors