Promotional strategies for information products and services : aligning with the serious and entertainment facets of information consumers’ lives
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Date
Authors
Fourie, Ina
Ball, L.H. (Liezl Hilde)
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald
Abstract
PURPOSE – Libraries are subscribing to many expensive information products/services available
through information aggregator/provider services. It is a concern for them, as well as these services, to
get users (also referred to as consumers) to fully exploit the products/services, and especially new and
innovative additions and features. This paper aims to address this issue.
DESIGN/METHODOLOGY/APPROACH – The paper is written against the background of research from
information behaviour as well as a touch from marketing as reported in the library and information
science (LIS) literature.
FINDINGS – The paper reveals that to improve the use of information products/services, and
especially new products/services and features, libraries, especially academic libraries, as well as
information aggregator/provider services, need to address consumers on various levels. In the case of
academic libraries, the librarians, faculty members, and students (under-graduate and post-graduate)
should be included. To appeal to the seriousness and entertainment facets of the lives of consumers, a
variety of targeted competitions and prizes can be used.
ORIGINALITY/VALUE – Although publications have appeared on using innovative methods such as
Web 2.0 and collaboration with students to market products/services, the authors are not aware of
articles focusing on competitions and prizes specifically addressed at the serious and entertainment
facets of the lives of consumers.
Description
Keywords
Librarians, Libraries, Library services, Marketing, Competitions, Prizes, Work life, Leisure life
Sustainable Development Goals
Citation
Fourie, I & Ball, L 2012, 'Promotional strategies for information products and services : aligning with the serious and entertainment facets of information consumers’ lives', Library Hi Tech, vol. 30, no. 4, pp. 683-692.