Paper details
University Library Marketing Strategies - Let's Be Visible
Author
Ilona Trtíková, Czech Technical University in Prague - Central Library; Charles Univesity in Prague - Institute of Information Studies, Czech Republic, Czech Republic
Co-authors
Daniela Nová, Czech Technical University in Prague - Central Library, Czech Republic; Lenka Němečková, Czech Technical University in Prague - Central Library, Czech Republic; Charles Univesity in Prague - Faculty of Arts - Institute of Information Studies and Librarianship; Marta Machytková, Czech Technical University in Prague - Central Library, Czech Republic
Documents to download
Abstract
In order to effectively “sell” its tools and services to the end users, the university library needs to adopt and optimize smart and targeted marketing tools. The knowledge of the university environment is in particular important in order to implement such a marketing strategy in particular to fit to the area which is being promoted (electronic information resources), to fit the current and potential users (academic environment), and to fit their information needs and requirements (education and R&D support).
The primary investment is our time, visions and effort in realizing new ideas and innovations in order to attract new users and to determine the most suitable and effective marketing strategy. The times go forward very fast and provide many new technologies that can be very well used for various non-traditional ways of promoting electronic information resources, including e-books. This paper will focus on the marketing strategies of those electronic information resources and e-book collections whose usage rate is limited by the specification of the research area and the user group, and of broader resources suitable for broader user group whose usage is more likely to be extended by adopting suitable marketing tools and strategy. This has to be determined upon a detailed contextual analysis of the scope and user group of the particular resource and upon an interpretation of usage data with this context in mind. The context of the analysis and usage interpretation is particularly crucial, since wrong interpretation can lead to incorrect conclusions.
As for the Central Library of the Czech Technical University in Prague, based on the knowledge of the university environment, we provide our users with adequate and up-to-date information resources, new services and tools and we expect reasonable feedback, positive rumors and opportunity to have users whom we can serve.
Author's professional CV
Mgr. Ilona Trtíková
Ilona Trtíková has graduated in Librarianship and Information Studies (Charles University Prague) and nowadays continues with her Ph.D. studies at the same institute. She works at the Czech Technical University in Prague – Central Library since 2002. Her main professional interests are: electronic information sources ,webdesign, marketing and information support of research and development.
