Lourdes T. David and Karryl Kim A. Sagun
To increase the use of its resources and services, the Rizal Library of the Ateneo de Manila University embarked on a relationship marketing program targeted at three segments of…
Abstract
Purpose
To increase the use of its resources and services, the Rizal Library of the Ateneo de Manila University embarked on a relationship marketing program targeted at three segments of the market, namely, the faculty, the graduate students and the undergraduate students. This paper aims to investigate this program.
Design/methodology/approach
The paper reports the results of its program over a period of time to compare usage before and after the program was implemented.
Findings
Results indicate that the program was successful in its implementation. Success indicators showed a marked increase in the use of its resources and services.
Practical implications
More relationship marketing strategies involving the students and faculty should be introduced to further make the library more visible, open lines of communication between the library and its users and increase customer satisfaction.
Originality/value
The strategy increased library traffic. It could be adapted by other libraries to increase usage of their resources and facilities.
Details
Keywords
Brendan Luyt and Karryl Sagun-Trajano
In this study, the authors look at the case of Ferdinand Marcos, President of the Philippines between 1965 and 1986. Documenting the life and career of Marcos on Wikipedia…
Abstract
Purpose
In this study, the authors look at the case of Ferdinand Marcos, President of the Philippines between 1965 and 1986. Documenting the life and career of Marcos on Wikipedia provides an excellent example of the pitfalls confronting those seeking to address disinformation without first reflecting deeply on the reasons why people subscribe to views deemed outlandish by the intellectual or cultural mainstream.
Design/methodology/approach
The authors sampled the version of the Marcos article on Wikipedia as it existed after the first edit of each year since its inception (2002). This resulted in 22 texts for analysis. Content and thematic analyses were conducted on these texts as well as on the entire body of talk page comments for the article.
Findings
The authors' work suggests that the basic elements of responsible encyclopedic writing have prevailed in the case of Wikipedia's biography of Marcos. However, this is not an unalloyed victory, as issues of polarization remain unaddressed.
Originality/value
Underlying revisionist or distorted claims about Ferdinand Marcos (and other controversial topics) lie very real grievances that give these claims traction for many people. Hence, it is not enough to “just present the facts” to readers. Rather, the authors argue that what is needed is a synthesis of positions that would allow for common ground to be found between them. This could be done in the case of Wikipedia by cultivating editors who are capable and willing to engage with the subject literature in a deeper and richer fashion.