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espace at MMU > Faculties > Faculty of Humanities, Languages and Social Science > Department of Journalism, Information and Communications > Marketing and promotion of e-books in academic libraries

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Title: Marketing and promotion of e-books in academic libraries
Authors: Vasileiou, Magdalini
Rowley, Jennifer
Citation: Journal of Documentation, 2011, vol. 67, no. 4, pp. 624-643
Publisher: Emerald Group Publishing Ltd.
Issue Date: 2011
DOI: 10.1108/00220411111145025
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Abstract: Purpose – The purpose of this paper is to report research into the marketing and promotion of e-books, and use this as a case study context to generate insights into approaches in academic libraries to the marketing of new services. As such it contributes to the limited empirical research on both the introduction of e-book services and on marketing in academic libraries. Design/methodology/approach – Semi-structured interviews were conducted with 25 academic librarians, in seven case study libraries, holding the following posts: subject librarians, e-resources librarians, or cataloguers. Interviews focussed on: the existence of a promotion/marketing strategy for e-books; the marketing and promotion tools used to promote e-books; promotion via academics; the issues and challenges in promoting e-books; and future plans for the promotion of e-books. Findings – None of the libraries had a marketing communication strategy relating to e-books, yet, on the other hand, most interviewees were able to point to a range of tools used to promote e-books, and some had plans for improvements in their promotion activities. Originality/value – This study demonstrates a laissez faire approach to the marketing of potentially significant new services from academic libraries – providing access to e-books. Recommendations for development focus on taking a strategic approach to marketing and promotion, managing tensions between promotion and supply, innovation in promotional tools, and influencing word-of-mouth.
Type: Article
Language: en
Description: Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in Journal of Documentation, published by and copyright Emerald.
ISSN: 0022-0418
Appears in Collections: Department of Journalism, Information and Communications
CERLIM: The Centre for Research in Library and Information Management

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