This book explores how marketing strategies - used in businesses and organizations - can be applied to promote libraries by placing users at the heart of every decision. It positions the library within a rich and diverse cultural ecosystem that includes bookstores, publishers, professional associations, magazines, and museums. In today's landscape, the user experience (UX), once exclusive to retail and digital industries, is now a shared priority across these sectors, and a key component of modern library marketing.
From audience research and satisfaction surveys to loyalty-building strategies, cutting-edge digital tools, and the rise of AI-driven practices, the book examines the evolving face of library marketing. Drawing on insights from experts across Europe (notably the Netherlands) and the French-speaking world (Canada, France, Belgium and Switzerland), it offers a comprehensive and forward-thinking look at the new challenges and opportunities shaping the profession today.
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Sprache
Verlagsort
Zielgruppe
Produkt-Hinweis
Fadenheftung
Gewebe-Einband
ISBN-13
978-1-83669-016-0 (9781836690160)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Jean-Philippe Accart is a consultant and trainer at JP ACCART Formation Conseil. He has worked in the field of information sciences in France and Switzerland for several decades, with the aim of creating and developing innovative services and sharing his vision for the future of libraries.
Herausgeber*in
Reims, France
Preface xi
Jean-Philippe ACCART
Author Presentation xv
Introduction xix
Francoise GEOFFROY-BERNARD
Part 1. The User at the Heart of Library Marketing Strategies 1
Chapter 1. Communication at the Heart of the Evolution of Library Satisfaction Surveys 3
Nelly SCIARDIS
1.1. What surveys should be carried out? 3
1.2. Services Publics+ in France: the new priority given to surveys and communication 8
1.3. The evolution of ISO standards on library activity: the need for inclusive libraries for users who are
actively involved in change 10
1.4. Conclusion: towards a new paradigm for rethinking public surveys 11
1.5. References 12
Chapter 2. UX Design in the Library 13
Nicolas BEUDON
2.1. UX design 13
2.3. The arrival of design methods in libraries 20
2.4. References 22
Chapter 3. Unlocking the Library Brand Potential 25
Cathelijne KUITERS
3.1. A unified communication approach to bridge the awareness gap 26
3.2. Growing the library brand 27
3.3. A brief overview of the Dutch library sector 30
3.4. Effective proximity requires awareness 32
3.5. Enhancing brand equity: the library national campaign strategy 34
3.6. References 36
Chapter 4. Audience Behavior, Customer Journey and the Omnichannel Strategy 39
Arnaud DUFOUR
4.1. The digitalization of customer behavior 39
4.2. Understanding audiences better 42
4.3. The purchasing journey and its mapping 44
4.4. Towards an omnichannel experience 46
4.5. Customer experience challenges 47
4.6. References 50
Part 2. The User of Books, Libraries and Museums: A Marketing Target Like Any Other 51
Chapter 5. Library Merchandising 53
Nicolas BEUDON
5.1. Merchandising 53
5.2. The arrival of merchandising in libraries 53
5.3. Merchandising techniques: another approach to library space 54
5.4. References 55
Chapter 6. Museum Marketing in Focus: Interview with
Jean-Sebastien Belanger 57
Chapter 7. From Lectures to Saison.Culture: 40 Years of a Professional Cultural Journal in French-speaking Belgium 63
Jean-Francois FUEEG
7.1. First era 64
7.2. Second era 65
7.3. Third era 66
7.4. Fourth era 67
7.5. Fifth era 70
7.6. Not a conclusion 70
7.7. References 71
Chapter 8. Making Libraries Visible: A Cardinal Mission for Bibliosuisse 73
Amelie VALLOTTON-PREISIG
8.1. Bibliosuisse: the voice of Swiss libraries 73
8.2. Library marketing: a necessary evil 74
8.3. From marketing to advocacy 75
8.4. How to promote libraries? Bibliosuisse actions, tools and campaigns 76
8.5. Challenges and obstacles 79
8.6. A job well done, but still a lot of work to be done 79
8.7. References 80
Chapter 9. Responsible (Digital) Marketing 81
Arnaud DUFOUR
9.1. Marketing and environmental emergency 81
9.2. What to do? 84
9.3. References 91
Part 3. Marketing: An Area of Investment for Library and Documentation Professionals 93
Chapter 10. From Marketing to Digital Marketing 95
Arnaud DUFOUR
10.1. Marketing and the digital transformation 95
10.2. Missions and activities of a digital marketing department. 96
10.3. Current challenges in digital marketing 105
10.4. References 113
Chapter 11. The Librarian-Information Specialist as a "Marketer": What Skills and Training? 115
Veronique MESGUICH
11.1. The marketing function: multiple facets 115
11.2. Marketing: a forbidden term? 116
11.3. From public surveys to digital marketing: a wide range of skills 118
11.4. Skills outsourcing 121
11.5. Training and future perspectives for marketing in libraries and information centers 122
11.6. References 124
Chapter 12. Marketing and Artificial Intelligence 125
Arnaud DUFOUR
12.1. Generative artificial intelligence for marketing 125
12.2. Very concrete applications 127
12.3. Effects on businesses 129
12.4. Broader issues 130
12.5. References 131
Conclusion 133
Jean-Philippe ACCART
Appendix. General Retrospective Bibliography 135
Glossary 139
List of Authors 143
Index 145
