Marketing Concepts for Libraries and Information Services (2nd Edition)

The second edition of Marketing Concepts for Libraries and Information Services is a much more polished rendition than its predecessor. It succeeds in striking a balance between the practitioner handbook and an academic textbook. Many of the standard marketing concepts and models are introduced and interpreted for library and information professionals. Robust and informative text books that consider the marketing of information services and products are useful, not only for traditional library and information services, but also for other public and private sector organisations for whom information is an element in their market offering. As the author says “marketing concepts and techniques can contribute a dynamic approach to total strategy development for libraries and information professionals that will ensure effective management, the achievement of goals and the creation of a confident blueprint for the future”!

The book covers marketing through the following chapters: What is marketing? The corporate mission; Marketing strategies for librarians and information professionals; The marketing mix; Promotion and public relations; Market segmentation; Marketing in the digital age; Marketing research and market research; Corporate identity and corporate image; The marketing plan.

The aim of this book is to ensure that librarians and information professionals understand marketing concepts and can apply marketing techniques. Examples are drawn from all types of library and information service. This is generally a strength, but on occasions, more detailed reference to the market context and environment of different types of libraries might have offered different insights. It may also have been useful to explore further the concept of the information product.

The new chapter on marketing in the digital age is both an essential addition, and essential reading. The changing role of library and information professionals in a digital age is explored alongside themes such as digital mission, digital customers, the digital marketing mix, customer relationship management and data mining. Given the increasing significance of digital information and the shifting boundary between information as a saleable commodity, and information that is provided free as an element in marketing communication, this chapter is likely to attract much interest.

Overall, this book has much to offer. It is a readable digest of marketing concepts for information professionals. I would recommend it strongly, but also encourage readers to move on to more advanced marketing texts, and to reflect on the implications of these texts for marketing of information services.