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The purpose of this paper is to identify the challenges and marketing executive development needs of the future as revealed in surveys of senior marketing executives, chief marketing officers and CEOs of major corporations in the USA and globally.

A historical analysis of the marketing function, its importance and emerging needs was conducted.

Within this paper, the two questions of key importance that will be explored to manage marketing in tomorrow's world are as follows: what emerging trends present challenges to the marketing executive of the future? And what skills and knowledge trends and changes demand that the effective marketing executive acquire? The conclusion of this study indicate that the marketing executive of the future must have the needed skills in managing innovation and change, educating and developing leaders, understand technology, formulate and implement strategy, apply new leadership concepts, collaborate with government, anticipate social and technological advances, become more customer oriented and be more flexible.

The paper is valuable in that it highlights the challenges and needs of senior marketing executives going forward in a changing world.

All libraries engage in some form of marketing and promotional activity, either active or passive. Four benefits come to those who promote their library services: usage; increased value in the organization; education of users and non‐users; and changed perceptions. Effective library marketing includes combining the concepts of marketing, promotion and public relations, but it begins with a clear definition of the library's mission in the parent organization. The special librarian then needs to analyze the parent organization in terms of funding sources, the contributions the library makes to the mission of the parent organization, and the value of the library's services to users. Such analysis leads to innovation, follow‐up, and involving others in promoting the library and its services, which result in successful marketing for the special library.

The purpose of this paper is to examine the extent to which HTTPS encryption and Google Analytics services have been implemented on academic library websites, and discuss the privacy implications of free services that introduce web tracking of users.

The home pages of 279 academic libraries were analyzed for the presence of HTTPS, Google Analytics services and privacy-protection features.

Results indicate that HTTPS implementation on library websites is not widespread, and many libraries continue to offer non-secured connections without an automatically enforced redirect to a secure connection. Furthermore, a large majority of library websites included in the study have implemented Google Analytics and/or Google Tag Manager, yet only very few connect securely to Google via HTTPS or have implemented Google Analytics IP anonymization.

Librarians are encouraged to increase awareness of this issue and take concerted and coherent action across five interrelated areas: implementing secure web protocols (HTTPS), user education, privacy policies, informed consent and risk/benefit analyses.

Third-party tracking of users is prevalent across the web, and yet few studies demonstrate its extent and consequences for academic library websites.

The purpose of this paper is to present data that begin to detail the deficiencies of log file analytics reporting methods that are commonly built into institutional repository (IR) platforms. The authors propose a new method for collecting and reporting IR item download metrics. This paper introduces a web service prototype that captures activity that current analytics methods are likely to either miss or over-report.

Data were extracted from DSpace Solr logs of an IR and were cross-referenced with Google Analytics and Google Search Console data to directly compare Citable Content Downloads recorded by each method.

This study provides evidence that log file analytics data appear to grossly over-report due to traffic from robots that are difficult to identify and screen. The study also introduces a proof-of-concept prototype that makes the research method easily accessible to IR managers who seek accurate counts of Citable Content Downloads.

The method described in this paper does not account for direct access to Citable Content Downloads that originate outside Google Search properties.

This paper proposes that IR managers adopt a new reporting framework that classifies IR page views and download activity into three categories that communicate metrics about user activity related to the research process. It also proposes that IR managers rely on a hybrid of existing Google Services to improve reporting of Citable Content Downloads and offers a prototype web service where IR managers can test results for their repositories.

Within the past 20 years hiking and backpacking have enjoyed rapid growth among Americans as favorite outdoor activities. From 1965 to 1977 the number of hikers almost tripled, from 9.9 million to 28.1 million, while national forest visitor days among hikers and mountaineers increased from 4 million in 1966 to 11 million in 1979. Accompanying this growth in interest has been a boom in books about the sport. These include both “how‐to‐do‐it” volumes and guides to specific geographical areas. Each year brings another spate of books, yet to this compiler's knowledge no bibliography of hiking guides to the Rocky Mountains, one of North America's premier outdoor regions, has yet been attempted. This bibliography is an effort to correct that situation.

Blues music is in the midst of its second revival in popularity in roughly thirty years. The year 1960 can be identified, with some qualification, as a reference point for the first rise in international awareness and appreciation of the blues. This first period of wide‐spread white interest in the blues continued until the early seventies, while the current revival began in the middle 1980s. During both periods a sizeable literature on the blues has appeared. This article provides a thumbnail sketch of the popularity of the blues, followed by a description of scholarly and critical literature devoted to the music. Documentary and instructional materials in audio and video formats are also discussed. Recommendations are made for library collections and a list of selected sources is included at the end of the article.

With the introduction of optical disc technologies in the mid‐1980s, access to periodical literature has entered a new era. Although librarians perceive inadequacies with some of the new systems and the means by which they deliver information, users have embraced them enthusiastically.

The purpose of this paper is to examine the conditions for Native American high school students that result in successful adaptation to an online learning environment.

In total, eight Native American students attending high schools located on Montana Indian reservations, and one urban city, were interviewed. Participants completed online coursework through Montana Digital Academy (MTDA). A theoretical model illustrates the successful adaptation of Native students to online learning.

Students' learning needs and the online learning environment were congruent. Course offerings at local high schools were limited, resulting in boredom and lack of challenge. Students wanted new and interesting coursework and learning online met those needs. Students worked at their own pace and ability levels and enjoyed the challenge, freedom, and independence resulting from learning online. Students who frequently missed school were easily accommodated.

Students' orientation toward education, such as attitudes toward learning and school, family influences, and interactions with classroom teachers, affected the adaptation process. Participants felt empowered and had more positive expectations for their future as a result of learning online. This was caused by: feelings of independence working without face‐to‐face contact from a teacher; confidence gained when successfully completing assignments; and control felt from being in charge of their own learning.

This paper describes college‐bound Native American high school students' online learning experiences; research on this topic is practically non‐existent. The findings can benefit those who lack understanding of how Native students adapt to an online environment; educators are better equipped to create supports that promote academic success for Native American students.

The following is an annotated list of materials dealing with information literacy including instruction in the use of information resources, research, and computer skills related to retrieving, using, and evaluating information. This review, the twenty‐second to be published in Reference Services Review, includes items in English published in 1995. After 21 years, the title of this review of the literature has been changed from “Library Orientation and Instruction” to “Library Instruction and Information Literacy,” to indicate the growing trend of moving to information skills instruction.

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