Marketing Your Library’s Electronic Resources, 2nd Edition

Oct 2017 | 240pp

Price: £59.95
CILIP members price: £47.95

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Marketing Your Library’s Electronic Resources, 2nd Edition
A how-to-do-it manual for librarians

Marie R. Kennedy and Cheryl LaGuardia

Marketing Your Library’s Electronic Resources shows library and information professionals how to develop strategic marketing plans to inform users how their library’s e-resources can have an impact on their lives, from providing a trusted answer to a quick question to offering sage advice to inspire them through a long-term project of their own design.

Newly expanded and updated, this manual demonstrates how to design and implement marketing plans that will help librarians save time, effort, and money while increasing the use of library resources. It shows readers how to construct marketing plans, from identifying purpose, its component parts, implementation, assessment, through to a guide to how and when to revise it.

Comprehensive yet to the point, this book includes:

  • seven complete programs from a variety of public and academic libraries
  • guides to determining, writing, implementing, assessing, and updating library marketing plans
  • advice on making the most of marketing opportunities from learning management systems, discovery services, LibGuides, and more
  • a step-by-step organization guide, with a variety of model feedback and assessment forms
  • an examination of the e-resource life cycle
  • case studies that demonstrate best practice and outcomes.

This book’s flexible, step-by-step layout makes it an ideal resource for anyone involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management. It’s also a useful guide for LIS students internationally who need to understand the practice of library marketing.

List of Illustrations




1. Determine the purpose of your marketing plan

2. Fashion your marketing plan

3. Implement your marketing plan

4. Construct your written marketing plan report

5. Assess your marketing plan

6. Revise and update your marketing plan (“Lather, Rinse, and Repeat”)


Example 1. Marketing plan from an all-electronic library

Statewide Marketing and Communications Plan, NOVELny: New York Online Virtual Electronic Library

Example 2. Marketing plan from a public library, sample 1

Winnetka-Northfield Public Library District, “Building a Buzz”

Example 3. Marketing plan from a public library, sample 2

Worthington Libraries 2012 Communications and Development Plan

Example 4. Marketing plan from a community college library

Maricopa Community College District Electronic Resources Committee Marketing Plan, 2013–2016

Example 5. Marketing plan from a university library, sample 1

Milner Library, Illinois State University 2012–2014 Marketing Plan

Example 6. Marketing plan from a regional technical college in Ireland

Galway-Mayo Institute of Technology Library Marketing Plan

Example 7. Marketing plan from a university library, sample 2
William H. Hannon Library, Loyola Marymount University, Spring-Fall 2016.

About the authors


'Spoiler alert: Marketing Your Library’s Electronic Resources accomplishes exactly what its title forewarns ... the content is very high quality and can be extremely valuable for many libraries.'

' incredibly helpful guide for all library and information science workers...Marketing Your Library’s Electronic Resources is going to be a staple in my personal collection.'
- Journal of the Canadian Health Libraries Association

Marie R. Kennedy is a librarian at Loyola Marymount University, where she coordinates serials and electronic resources. She has written and presented widely on the development and use of electronic resource management systems. Marie also writes the Organization Monkey blog about organization and librarianship. She is the co-director of the Institute for Research Design in Librarianship (

Cheryl LaGuardia is a research librarian at Widener Library, Harvard University. She writes the Not Dead Yet blog and eReviews for Library Journal, edits the library selection tool, Magazines For Libraries™ and writes the Magazines For Libraries™ Update blog, and has published a number of books, including Becoming a Library Teacher; Finding Common Ground: Creating the Library of the Future without Diminishing the Library of the Past; and Teaching the New Library. She received the Isadore Gilbert Mudge Award from the American Library Association in 2016.


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