New book to look at the disconnect between theory and reality in library marketing


There’s another library marketing book in the pipeline. Nancy Dowd is currently working on a book that seeks to bridge the gap between marketing theory and how librarians put in into practice. As she says (the bold text is my emphasis):

Marketing is still viewed by many libraries as an afterthought. Many departments purpose is to create posters and write press releases rather than help a library know their customers and help to create relevant programs, products and services.

Kathy [Dempsey] began an important conversation in her book, The Accidental Marketer, when she outlined and defined each step of true marketing (see image here). Mary Evangeliste, Jonathan Silberman and I wrote our book about ways you could break those steps into Bite-Sized pieces. But even with those two books on the shelves, there is still a disconnect between theory and reality.

Nancy is seeking contributions to make the book as relevant as possible to “enact the changes needed for libraries to take advantage of marketing and help them make the changes needed that will position them as essential organizations to fund”.

You can read more about her ideas for the book and how you can contribute over at The M World – Marketing Libraries blog.

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