Marketing for Libraries and Information Services

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.

• Preface xiJean-Philippe ACCARTAuthor Presentation xvIntroduction xixFrançoise GEOFFROY-BERNARDPart 1. The User at the Heart of Library Marketing Strategies 1Chapter 1. Communication at the Heart of the Evolution of Library Satisfaction Surveys 3Nelly SCIARDIS1.1. What surveys should be carried out? 31.2. Services Publics+ in France: the new priority given to surveys and communication 81.3. The evolution of ISO standards on library activity: the need for inclusive libraries for users who areactively involved in change 101.4. Conclusion: towards a new paradigm for rethinking public surveys 111.5. References 12Chapter 2. UX Design in the Library 13Nicolas BEUDON2.1. UX design 132.3. The arrival of design methods in libraries 202.4. References 22Chapter 3. Unlocking the Library Brand Potential 25Cathelijne KUITERS3.1. A unified communication approach to bridge the awareness gap 263.2. Growing the library brand 273.3. A brief overview of the Dutch library sector 303.4. Effective proximity requires awareness 323.5. Enhancing brand equity: the library national campaign strategy 343.6. References 36Chapter 4. Audience Behavior, Customer Journey and the Omnichannel Strategy 39Arnaud DUFOUR4.1. The digitalization of customer behavior 394.2. Understanding audiences better 424.3. The purchasing journey and its mapping 444.4. Towards an omnichannel experience 464.5. Customer experience challenges 474.6. References 50Part 2. The User of Books, Libraries and Museums: A Marketing Target Like Any Other 51Chapter 5. Library Merchandising 53Nicolas BEUDON5.1. Merchandising 535.2. The arrival of merchandising in libraries 535.3. Merchandising techniques: another approach to library space 545.4. References 55Chapter 6. Museum Marketing in Focus: Interview withJean-Sébastien Belanger 57Chapter 7. From Lectures to Saison.Culture: 40 Years of a Professional Cultural Journal in French-speaking Belgium 63Jean-François FÜEG7.1. First era 647.2. Second era 657.3. Third era 667.4. Fourth era 677.5. Fifth era 707.6. Not a conclusion 707.7. References 71Chapter 8. Making Libraries Visible: A Cardinal Mission for Bibliosuisse 73Amélie VALLOTTON-PREISIG8.1. Bibliosuisse: the voice of Swiss libraries 738.2. Library marketing: a necessary evil 748.3. From marketing to advocacy 758.4. How to promote libraries? Bibliosuisse actions, tools and campaigns 768.5. Challenges and obstacles 798.6. A job well done, but still a lot of work to be done 798.7. References 80Chapter 9. Responsible (Digital) Marketing 81Arnaud DUFOUR9.1. Marketing and environmental emergency 819.2. What to do? 849.3. References 91Part 3. Marketing: An Area of Investment for Library and Documentation Professionals 93Chapter 10. From Marketing to Digital Marketing 95Arnaud DUFOUR10.1. Marketing and the digital transformation 9510.2. Missions and activities of a digital marketing department. 9610.3. Current challenges in digital marketing 10510.4. References 113Chapter 11. The Librarian–Information Specialist as a "Marketer": What Skills and Training? 115Véronique MESGUICH11.1. The marketing function: multiple facets 11511.2. Marketing: a forbidden term? 11611.3. From public surveys to digital marketing: a wide range of skills 11811.4. Skills outsourcing 12111.5. Training and future perspectives for marketing in libraries and information centers 12211.6. References 124Chapter 12. Marketing and Artificial Intelligence 125Arnaud DUFOUR12.1. Generative artificial intelligence for marketing 12512.2. Very concrete applications 12712.3. Effects on businesses 12912.4. Broader issues 13012.5. References 131Conclusion 133Jean-Philippe ACCARTAppendix. General Retrospective Bibliography 135Glossary 139List of Authors 143Index 145