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Article
Publication date: 17 August 2012

Michael A. Germano and Shirley M. Stretch‐Stephenson

Strategic plans are developed and executed by businesses in order to chart a course toward an idealized future destination for the organization. Normally, this means aspiring to…

6311

Abstract

Purpose

Strategic plans are developed and executed by businesses in order to chart a course toward an idealized future destination for the organization. Normally, this means aspiring to become an industry leader or niche holder by increasing market share, developing customer loyalty, penetrating new markets or some other defined goal that is ultimately premised on growth in revenue attainment. Because of the competitive nature of business and the environmental changes that have occurred and continue to occur at an increasing rate, marketing has become a key functional area within most enterprises' strategic plans. Today's strategies require the development of plans that embrace customer engagement in an effort to increase revenue. As such, marketing is fast becoming a critical functional area surrounding the development and execution of a strategic plan. Examining marketing's role in strategic planning, as well as the critical thought work conducted by marketing and sales personnel as they influence organizational cultures that are friendly to implementing competitive strategy and planning activities, is useful for libraries if they wish to engage in beneficial and viable strategic planning of their own. Unfortunately, libraries as non‐profit service organizations are rarely in a position to create revenue based strategies. Instead, libraries must focus on strategies that encourage value creation. Additionally, in the absence of a dedicated, full‐fledged marketing group within a library, it becomes vital that such non‐profit service organizations develop replacements or similar organizational analogs for integrating marketing functions while at the same time developing a marketing‐like, patron‐centered orientation and culture required for successful market‐based strategic planning. This paper aims to investigate this issue.

Design/methodology/approach

Informed by the two authors' combined extensive experience in both the theoretical and practical applications of sales and marketing, the paper discusses the current trends in market planning, especially those aimed at utilizing the marketing function as a critical element of strategic planning and execution.

Findings

The paper finds that libraries that engage in strategic planning can incrementally improve their chances of success during the execution of that plan if they make an effort to include the marketing process throughout the development and execution of such plans. Additionally, since marketing and its implied customer orientations provide a strong conduit to an organization's understanding of customer needs and perceptions of value, library strategic planning that incorporates traditional marketing elements and tactics like environmental scans, customer value creation and promotion of unique benefits will provide the best foundation for competitive library strategic plans.

Practical implications

The authors rely on their practical and theoretical experience in marketing and planning to convey a more purposeful sense of library strategic planning that includes library marketing as a required element in order to foster strategic planning success.

Originality/value

The paper shares specific ideas regarding the purpose, role and benefits of strategic library marketing that are connected to improving the likelihood of long term strategic planning success, especially when such plans are aimed at increasing perceptions of library value.

Details

The Bottom Line, vol. 25 no. 2
Type: Research Article
ISSN: 0888-045X

Keywords

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Article
Publication date: 17 August 2012

Michael A. Crumpton

This paper aims to discuss the importance of maintaining an ethical point of view especially in times of economic uncertainty.

1203

Abstract

Purpose

This paper aims to discuss the importance of maintaining an ethical point of view especially in times of economic uncertainty.

Design/methodology/approach

This paper presents some definitions of ethical behavior and reminds the reader of the consequences of not following an ethical course of action.

Findings

From current literature, ethical behaviors have been compromised in some industries, as libraries establish themselves in a new economy it is important to consider revisiting organizational training needs regarding ethics.

Originality/value

This paper is a reminder that regardless of economical situations, proper ethical behavior should be applied.

Details

The Bottom Line, vol. 25 no. 2
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 1 June 2010

Michael A. Germano

Managing through crises, especially economic ones, represents both peril and opportunity. Libraries of all types, whether academic, special or public, would benefit from an

4443

Abstract

Purpose

Managing through crises, especially economic ones, represents both peril and opportunity. Libraries of all types, whether academic, special or public, would benefit from an infusion of marketing activity in the current economic climate. Such marketing need not be resource‐intensive but must be relevant to specific user populations. In order to reap the greatest rewards while expending the least effort or resources, adopting a narrative or story‐based marketing message that develops and reinforces a consistent value proposition can improve patron experience by speaking in a language that resonates with them regarding services and resources that may be unclear or altogether unknown. This paper aims to discuss current trends in developing narrative or story‐based marketing that focuses on customer needs and applies it to library marketing specifically.

Design/methodology/approach

The paper discusses of current trends informed by current marketing scholarship and draws upon the author's prior experience in sales and marketing as a vendor for LexisNexis.

Findings

Adopting a narrative‐based marketing plan for libraries of all kinds, one that is based upon a specific user population's needs and expectations, can promote a notion of increased value as well as an overall sense of being indispensable and critical to those patrons. The ultimate goal is a demonstrable strengthening of support from user populations that will translate into avoidance of deeper or ongoing cuts during the current economic climate. Further benefits also include the ability to identify and target users and groups for fundraising opportunities while improving library personnel morale based upon the increased, generalized perception of the library's value within the broader organization or community.

Practical implications

Based upon years of sales and marketing experience, the author takes a practical and seasoned approach to creating a marketing plan that draws upon little to no resources but is compelling in its tailored and targeted approach that uses identifiable language to reinforce and describe specific user‐driven needs.

Originality/value

The paper provides recommendations for developing, creating and executing a narrative or story‐based marketing plan that speaks to users in the language and needs most critical to them while highlighting resources and services that may not be currently valued or even known.

Details

The Bottom Line, vol. 23 no. 1
Type: Research Article
ISSN: 0888-045X

Keywords

Available. Content available
Article
Publication date: 6 May 2014

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The Bottom Line, vol. 27 no. 1
Type: Research Article
ISSN: 0888-045X

Available. Content available
Article
Publication date: 25 May 2012

181

Abstract

Details

The Bottom Line, vol. 25 no. 1
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 17 August 2012

James Lund

The purpose of this article is to consider alternative qualifications for professional public library positions.

499

Abstract

Purpose

The purpose of this article is to consider alternative qualifications for professional public library positions.

Design/methodology/approach

The author reflects on the necessary qualifications for professional public library positions following a recent library clerk recruitment.

Findings

The paper finds that credentialed professionals in other fields may serve the mission of the public library equally or better than credentialed librarians.

Originality/value

The paper offers a practical commentary on changes that may necessitate a redefinition of who is needed to fill professional positions in public libraries.

Details

The Bottom Line, vol. 25 no. 2
Type: Research Article
ISSN: 0888-045X

Keywords

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Article
Publication date: 17 August 2012

Nuria Romero

The so‐called customer loyalty clubs or communities are a proven marketing strategy used by companies to create positive commercial and emotional relationships between companies…

2498

Abstract

Purpose

The so‐called customer loyalty clubs or communities are a proven marketing strategy used by companies to create positive commercial and emotional relationships between companies and their actual or potential customers. In the world of libraries the use of social networks has become institutionalized as a communication tool, and alongside the library's website and its profiles on Facebook and Twitter, the library has reduced costs on marketing and advertising to a minimum. However, the use of the so‐called loyalty clubs and communities as well as social and collaborative reading is still not widespread in libraries worldwide. This paper aims to address this issue.

Design/methodology/approach

The paper examines social or collaborative reading, a practice that has always existed, but it has become particularly relevant given the digitization of texts and the rising popularity of e‐readers. In essence, social reading consists of sharing recommendations, dates, notes and comments, and highlighting the important parts of books together with other people. What previously took place in meetings with friends or in public readings, can now be done at any time on the internet, and is extended to include readers that we do not know and perhaps even the author of the work. Not only is this a new reading experience, it is also a tool which can be used by the library to greatly increase loyalty.

Findings

Despite the enormous potential of the practice of social reading at present, a serious problem has to be faced: the quagmire of closed and mutually incompatible devices, platforms and formats. Unfortunately, companies such as Amazon, Apple, and many others have decided to partition knowledge and deliberately limit the functions of their equipment to maintain control and attempt to monopolize the book business. Any technician with global management knowledge is aware of the benefits represented by the articulation and maintenance of one of these clubs for the purpose of expanding or diversifying the group of users who choose to make use of such services.

Originality/value

This paper highlights that fact that, without doubt, social networks can be an excellent alternative or an effective complement to traditional loyalty clubs, which in the area of libraries could be associated with the so‐called reading clubs of yesteryear. Moreover such clubs do not necessarily have to be replaced, because they can support their operation by maximizing their impact and minimizing costs. After all, a traditional loyalty club is no more than a social network that uses traditional communication media. Regardless of whether they are considered as an alternative or exclusively, the initial advantages offered by online social networks may be their lower overall cost, ease of management and high growth potential.

Details

The Bottom Line, vol. 25 no. 2
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 23 August 2011

Michael Germano

While the great recession may have concluded more than a year ago, the lingering effects of state and local budget contraction and austerity are having a highly negative impact on…

1843

Abstract

Purpose

While the great recession may have concluded more than a year ago, the lingering effects of state and local budget contraction and austerity are having a highly negative impact on libraries and librarians. The future for publicly funded libraries as institutions that promote learning, literacy, knowledge creation and entertainment is increasingly doubtful as publicly funded libraries across the country are seeing unprecedented levels of budget cuts. While the immediate cause of such reduced funding seems rooted in budgetary pressures, the reality is that library financial support is traditionally premised upon a publicly held assumption of goodwill for libraries and the societal benefits they represent. In order for libraries to survive the economic downturn and austerity measures put in place by government budgets, they need to rethink the role, purpose and benefits of library marketing in favor of a more sophisticated approach that conveys the unique value of their library and its offering to their specific user population. This paper aims to address this issue.

Design/methodology/approach

Informed by the author's extensive experience in marketing information services, the paper discusses the current trends in library marketing, especially those aimed at conveying the value of libraries, and ties them to relevant scholarship in the areas of services marketing and value creation.

Findings

Assumed goodwill is inadequate to the task of competing for financial support in a post‐recessionary environment where expenditure of public funds is highly scrutinized. In order to survive long term, libraries of all kinds must take on a more sophisticated view of library marketing that focuses on value creation. Eliminating the old model of presumptive value in favor of one that utilizes the marketing process in order to communicate the competitive viability of libraries as place and content providers to their users in the form of targeted benefits that convey value, is critical. Simply put, if libraries hope to receive continued support in today's challenging fiscal climate they must elevate marketing to a critical operational function while focusing that marketing effort upon communicating the library's benefits and value to the users it serves.

Practical implications

As a librarian, adjunct professor of marketing and former sales and marketing manager for a large information company, the author relies on his years of experience to convey a more purposeful sense of library marketing that is directed at communicating a library's unique value or worth to its users based upon an understanding of their needs, the benefits to them specifically as well as the competing options available to them in terms of information acquisition.

Originality/value

The paper shares specific ideas regarding the purpose, role and benefits of library marketing that are connected to improving perceptions of the worth of libraries and the perception of value to a specific community as a means of engendering future support for them.

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Article
Publication date: 17 August 2012

Gary Fitsimmons

This article's purpose is to show how to go about developing a scheme for organizing a policy/procedure manual that will also make a good electronic and paper filing system.

1026

Abstract

Purpose

This article's purpose is to show how to go about developing a scheme for organizing a policy/procedure manual that will also make a good electronic and paper filing system.

Design/methodology/approach

The article describes the problem of organizing large bodies of information, argues for a hierarchical format, and then shows how to formulate that kind of organizational scheme.

Findings

The finding is that hierarchical schemes are useful for organizing policy and procedure manuals as well as for filing systems.

Practical implications

Having policies and procedures well organized saves time each time they are subsequently used.

Social implications

Efficiency and good public relations demand that libraries have well‐organized policy and procedure manuals.

Originality/value

The value of the article is in offering the theoretical organizational framework for the manual.

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Article
Publication date: 17 August 2012

Anthony McMullen

The purpose of this paper is to provide insights into issues encountered in maintaining library technologies and electronic collections on a limited budget and with limited…

469

Abstract

Purpose

The purpose of this paper is to provide insights into issues encountered in maintaining library technologies and electronic collections on a limited budget and with limited personnel.

Design/methodology/approach

The paper uses real world experiences and data to report on collection development decisions as they relate to electronic resources in an era of shrinking budgets and changing user expectations.

Findings

On‐demand access to platform‐independent information has altered user expectations and shifted the balance of power from the content providers to the content consumers. Academic libraries have been slow to adapt and are suffering as a consequence.

Originality/value

This paper examines the colliding forces of progress and tradition as they relate to the provision of information resources in an academic library environment. The author employs real‐world circulation statistics to make a case for shifting the focus of collection development from printed books to ebooks.

Details

The Bottom Line, vol. 25 no. 2
Type: Research Article
ISSN: 0888-045X

Keywords

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