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Course Materials: Resources

The following materials are NOT required readings. They simply provide the foundation for the course.


Abram, Stephen (2009). Can all this 2.0 stuff help libraries with promotion and communicate our values? In Mark Gould (ed), The Library PR Handbook, ALA Editions, 39-42.

Alan, Susan & Swanson, Sara Gillespie (2015). Crash Course in Marketing for Libraries (2nd Edition). Libraries Unlimited.

Albright, K. (2004). Environmental scanning: radar for succes. Information Management Journal, 38(3), 38-45.

Alman, Susan W. (2007). Crash Course in Marketing for Libraries. Libraries Unlimited.

Almquist, Sharon (2011). Distributed Learning and Virtual Librarianship. ABC-CLIO.

Amberg, Penny (2010). Where angels fear to tread: a non-librarian’s view of sustainability of rural libraries. APLIS, 23(1), 28-32. 

Anderson, Chris (2006). The Long Tail. Hyperion.

Andreasen, Alan & Kotler, Philip (2007). Strategic Marketing for Nonprofit Organizations. Prentice Hall.

Armstrong, Kim (2007). Using RSS feeds to alert users to electronic resources. The Serials Librarian, 53(3), 183-191.

Avery, Beth Fuseler, Docherty, Karen J., & Lindbloom, Mary-Carol (2011). Collaborative marketing for virtual reference: the my info quest experience. Reference Librarian, 52(1/2), 36-46.

Barber, Peggy & Wallace, Linda (2010). Building a Buzz: Libraries & Word-of-Mouth Marketing. ALA Editions.

Barber, Peggy & Wallace, Linda (October 26, 2009). The power of word-of-mouth marketing. American Libraries.

Belch, George & Belch, Michael (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw Hill/Irwin.

Betz, Brie, Brown, Stephanie Willen, Barberi, Deb, & Langendorfer, Jeane M. (2009). Marketing library database services to end users. Serials Librarian, 56(1-4), 250-254.

Bezet, Amanda (2013). Free prize inside! Embedded librarianship and faculty collaboration at a small-sized private university. The Reference Librarian, 54, 181-219.

Block, Marylaine (2007). The Thriving Library: Successful Strategies for Challenging Times. Information Today, Inc.

Bloedel, Kimberly & Skhal, Kathryn (2006). Not just for celebrities: collaborating with a PR representative to market library education services. Medical Reference Services Quarterly, 25(3), 33-43.

Bodnar, Jonathan & Doshi, Ameet (2011). Asking the right questions: a critique of Facebook, social media, and libraries. Public Services Quarterly, 7, 102-110.

Brannon, Sian (2007). A successful promotional campaign. Serials Librarian, 53(3), 41-55.

Brown, Barry N. (2010). Access services management measures revisited: from triage to marketing to disarticulation. Journal of Access Services, 7(2), 84-96.

Buczynski, James (2007). Referral marketing campaigns. Serials Librarian, 53(3), 193-209.

Campisteguy, Maria & Friedenwald-Foshman, Eric (2009). Increasing relevance, relationships, and results: Principles and practices for effective multicultural communication. In Mark Gould (ed), The Library PR Handbook, ALA Editions, 1-22.

Caboy, Ellysa Stern (2011). Who are our users? Scanning the environment to detect trends. In, Diane Zabel (ed.), Reference Reborn: Breathing New Life into Public Services Librarianship. ABC-CLIO.

Carlson, Cindy (2005). Notes from the tech trenches: law library marketing resources. LLRX. Available:

Circle, Alison (2009). Marketing trends to watch. Library Journal, 134(16), 26-29.

Circle, Alison (2009). The house brand. Library Journal, 134(11), 32-35.

Coffman, Steve (2003). Going Live: Starting and Running a Virtual Reference Desk. ALA Editions.

Cole, Kerry, Graves, Tonia, & Cipkowski, Pam (2010) Marketing the Library in a Digital World, Serials Librarian, 58(1-4), 182-187.

Conley, Chip & Friedenwald-Fishman, Eric (2009). Building a community. In M. Gould (ed), The Library PR Handbook, ALA Editions, 95-102.

Connaway, Lynn Silipigni, Timothy J. Dickey, and Marie L. Radford (2011). 'If It Is Too Inconvenient, I'm Not Going After it:' Convenience as a Critical Factor in Information-Seeking Behaviors. Library and Information Science Research, 33: 179-190.

Connaway, Lynn Silipigni & Radford, Marie L. (2010). Virtual reference service quality: critical components for adults and net-generation. Libri, 60(2), 165-180.

Connaway, Lynn Silipigni, Marie L. Radford, and Timothy J. Dickey (2008). On the Trail of the Elusive Non-user: What Research in Virtual Reference Environments Reveals. Bulletin of the American Society for Information Science and Technology 34,2 (December/January): 25-28.

Connaway, Lynn Silipigni, Marie L. Radford, and Jocelyn DeAngelis Williams. 2009. Engaging Net Gen Students in Virtual Reference: Reinventing Services to Meet Their Information Behaviors and Communication Preferences. In Pushing the Edge: Explore, Extend, Engage: Proceedings of the Fourteenth National Conference of the Association of College and Research Libraries, March 12-15, 2009, Seattle, Washington, ed. D.M. Mueller, 10-27. Chicago: Association of College and Research Libraries.

Conway, Martha O'Hara & Proffitt, Merrilee (2011). Taking Stock and Making Hay: Archival Collections Assessment. Dublin, Ohio: OCLC Research.

Cox, Christopher (2007). Hitting the spot: marketing federated searching tools to students and faculty. The Serials Librarian, 53(3), 147-164.

Crawford, Walt (2015). Successful Social Networking in the Public Libraries. ALA Editions.

Dellinger, Laura K. Lee (2009). A values-based approach to successful library advocacy. In M. Gould (ed), The Library PR Handbook, 81-93.

Dempsey, Kathy (2009). The Accidental Library Marketer. Information Today: Medford, New Jersey.

Dempsey, Lorcan (January 2009). Always on: libraries in a world of permanent connectivity. First Monday, (14)1.

Donald, Roslyn (2006). Marketing: A Challenge for Corporate Librarians. Thomson Business.

Doucett, Elisabeth (2008). Creating Your Library Brand: Communicating Your Relevance and Value to Your Patrons. ALA Editions.

Dowd, Nancy (2010). Is mobile marketing right for your organization? Reference Librarian, 52(1/2), 166-177.

Dowd, Nancy, Evangeliste, Mary, & Silberman, Jonathan (2010). Bite-Sized Marketing: Realistic Solutions for the Over-worked Librarian. ALA Editions.

Dubicki, Eleonora (2008). Basic marketing and promotion concepts. The Serials Librarian, 53(3), 5-15.

Duke, Lynda M. & Jean B. MacDonald (November/December 2009). How-to: working with campus marketing alasses to improve reference service visibility. Marketing Library Services. Information Today. Available:

Dutton, Kevin (2011). Split-Second Persuasion: The Ancient Art & New Science of Changing Minds. Houghton Mifflin Harcourt.

Dyal, Donald H & Daniel, Kaley (2010). Up, up, and away: a bird’s eye view of mission marketing. American Libraries, 41(8), 31-33.

Estall, Carole & Stephens, Derek (2011). A study of the variables influencing academic library staff’s attitudes toward marketing. The New Review of Academic Librarianship, 17(2), 185-208.

Faricy-Beredo, Bridget (2013). Blowing up Harry Potter: leveraging an NLM exhibition to your advantage. Public Services Quarterly, 9, 34-45.

Farkas, Meredith G. (2007). Social Software in Libraries: Building Collaboration, Communication, and Community Online. Information Today, Inc.

Fichter, Darlene (March/April 2007). Seven strategies for marketing in the Web 2.0 world. Information Today. Available:

Fisher, Patricia & Pride, Marseille M. (2006). Blueprint for Your Library Marketing Plan: A Guide to Help You Survive and Thrive. ALA Editions.

Flaten, Trine Kolderup (ed) (2006). Management, Marketing, and Promotion of Library Services based on Statistics, Analyses and Evaluation. IFLA Publications.

Forrestal, Valerie (2011). Making Twitter work: a guide for the uninitiated, the skeptical and the pragmatic. Reference Librarian, 52(1/2), 146-151.

Friedenwald-Fishman, Eric & Dellinger, Laura (2009). Building public will for libraries. In Mark Gould (ed), The Library PR Handbook, ALA Editions, 23-37.

Fripp, Patricia. Why do people say ‘yes’. The 6 weapons of influence. Fripp. Available:

Frumkin, Jeremy & Reese, Terry (2011). Provision recognition: increasing awareness of the library’s value in delivering electronic information resources. Journal of Library Administration, 51(7-8), 810-819.

Gaffney, Megan (2008). Involving the library and campus community institutional repository projects. Serials Librarian, 55(4), 568-576.

Georgy, Ursula (2010). Systematic Innovation Management as a Marketing Strategy for Libraries. World Library and Information Congress. Available:

Germain, Carol Anne (2012). Marketing for your movie collections and film resources. Public Services Quarterly, 8, 171-177.

Goodstein, Anatasia (2008). What would Madison Avenue do? School Library Journal, 54(5), 40-43.

Gould, Mark (ed) (2009). The Library PR Handbook. ALA Editions.

Gross, Valerie J. (Sept/Oct 2009). Transforming our image through words that work: Perception is everything. Public Libraries, 48(5), 24-32.

Gupta, Dinesh, Koontz, Christie, Massisimo, Angels & Savard, Rejean (eds.) (2006). Marketing Library and Information Services: International Perspectives. Die Deutsche Bibliothek.

Gupta, Dinesh & Savard, Rejean (2011). Marketing Libraries in a Web 2.0 World. De Gruyter. Available:

Hampton, Dantrea, Peach, Amanda & Rawlins, Benjamin (2012). Extending library services with QR codes. The Reference Librarian, 53, 403-414.

Handley, Ann & Chapman, C.C. (2010). Content Rules. Wiley.

Hernon, Peter & Matthews, Joseph R. (2011). Listening to the Customer. Libraries Unlimited.

Hill, Chrystie (2009). Inside, Outside, and Online: Building Your Library Community. ALA Editions.

Hovius, Beth (2006). Public library partnerships which add value to the community: the Hamilton Public Library experience. IFLA Journal, 32(3), 214-224. Available:

Humphrey, Megan (2009). Amplify your messages through partnerships to research broader audiences. In M. Gould (ed). The Library PR Handbook, 69-71.

Humphrey, Megan (2009). Strengthen communication through a national public awareness initiative. In M. Gould (ed). The Library PR Handbook, 63-68.

Huwe, Terence K. (May 2014). Here's a better "user journey".

Iverson, Marsha A. (2009). Improving our media relations via strategic communication plans. In K Dempsey (ed), The Accidental Marketer, 249-260. Information Today: Medford, NJ.

Jaeger, Paul T, Bertot, John Carlo, Kodama, Christie M., Katz, Sarah M., & DeCoster, Elizabeth J. (November 2011). Describing and measuring the value of public libraries: The growth of the Internet and the evolution of library value. First Monday, 16(11).

James-Gilboe, Lynda (2010). Raising the library profile to fight budget challenges. The Serials Librarian, 59(3-4), 360-369.

Jones, Michael J. & Harvey, Morgan (September 22, 2016). Library 2.0.: the effectiveness of social media as a marketing tool for libraries in educational institutions. Journal of Librarianship and Information Science, 1-17.

Jones, Yvonne D., McCandless, Margarite, Kiblinger, Kara, Giles, Kelly, & McCabbe, Jenne (2011). Simple marketing techniques and space planning to increase circulation. Collection Management, 36(2), 107-118.

Kane, Danielle & Schneidewind (2011). QR Codes as finding aides: linking electronic and print library resource. Public Services Quarterly, 7, 111-124.

Keating, Maura (2011). Will they come? Get out the word about going mobile. Reference Librarian, 52(1/2), 20-26.

Ketesz, Chris (2009). Using op-eds, letters to the editor, and state of the library reports to inform public debate. In Mark Gould (ed), The Library PR Handbook, ALA Editions, 43-52.

King, Dwight B. (2003). User surveys: libraries ask ‘hey, how am I doing?’ Marketing Toolkit for Academic Law Libraries.

Koontz, Christie (2009). Promotion is not the same as marketing. In K Dempsey (ed), The Accidental Marketer, 271-180. Information Today: Medford, NJ.

Koontz, Christie M., Dinesh K. Gupta & Sheila Webber (2006). Key Publications in Library Marketing: a review. IFLA Journal, 32(3), 224-231. Available:

Koontz, Christie & Mon, Lorri (2014). Marketing and Social Media: A Guide for Libraries, Archives, and Museums. Rodman & Littlefield Publishers.

Kumbar, Rajahekhar (Fall 2004). The importance of marketing and total quality management in libraries. Electronic Journal of Academic and Special Librarianship, 5(2-3). Available:

Lamb, Annette (July 2011). Bursting with Potential: Mixing a Media Specialist’s Palette. Tech Trends, 55(4), 27-36.

Lamb, A. & Johnson, L. (February 2009). Web Feeds Delivered to Your Digital Doorstep. Teacher Librarian,  36(3), 66-70, 78.

Lamb, A. & Johnson, L. (April 2008). The Virtual Librarian: Establishing and Maintaining an Effective Web Presence. Teacher Librarian, 35(4), 69-71, 78.

Lavoie, Brian, & Dempsey, Lorcan (December 2010). Rethinking the boundaries of the academic library." NextSpace, 17, 16-17.

Lee, Nancy R. & Kotler, Philip (2011). Social Marketing: Influencing Behaviors for Good. Sage.

Levor, Ruth (2003). The unique role of academic law libraries. Toolkit for Academic Law Libraries.

Lewis-Somers, Susan (2003). Using statistics to market academic law libraries. Marketing Toolkit for Academic Libraries.

Lindsay, Anita Rothwell (2004). Marketing and Public Relation Practices in College Libraries. Association of College and Research Libraries.

Loriene, Roy (2010). Engaging LIS students in reference work through online boards. Reference Librarian, 51(2), 97-107.

Lovelock, Christopher & Wirtz, Jochen (2010). Service Marketing. 7th edition. Prentice Hall.

Lucas-Alfieri, Debra (2015). Marketing the 21st Century Library: The Time is Now. Chandos Publishing.

Luo, Lili (2014). Text a librarian: a look from the user perspective. Reference Services Review, 42(1), 34-51.

MacAlpine, Barbara (Winter 2006). Why not market yourself? Issues in Science and Technology Librarianship. Available:

MacDonald, Karen I., vanDuinkerken, Wyoma, & Stephens, Jane (2008). It’s all in the marketing: the impact of a virtual reference. Reference & User Services Quarterly, 47(4), 375-385.

Madrigal, Alexis (June 20, 2011). What big media can learn from the New York Public Library. The Atlantic. Available:

Magee, Marty (2005). Marketing a Hospital Consumer Health Collection. Available:

Magnan, Deborah A. & Reich, Barbara S. (2006). Grand rounds as a promotional tool for a new consumer health service. Journal of Consumer Health on the Internet, 10(3), 45-60.

Mallon, Melissa (2013). Internet resources. Public Services Quarterly, 9, 145-156.

Marketing library resources: an annotated bibliography. Library Connect. Available:

Marketing library services. Information Today. Available:

Martin, Coleen Meyers (2012). One-minute video: marketing your library to faculty. Reference Service Review, 40(4), 589-600.

Mason, Marissa (2014). Outreach 2.0: Promoting archives and special collections through social media. Public Services Quarterly, 10, 157-168.

Masuchika, Glenn (2013). Reference desk, points-of-sale, and the building of loyalty: applications of customer relationship management techniques to library marketing. The Reference Librarian, 54, 320-331.

Mathews, Brian (2009). Marketing Today’s Academic Library. ALA Editions.

Matthews, Brian (April 2009). Meeting students' need states. American Libraries.

McLeish, Barry J. (2010). Successful Marketing Strategies for Nonprofit Organizations. Wiley.

Metz-Wiseman, Monica & Rodgers, Skye L. (2008). Thinking outside the library box. The Serial Librarian, 53(3), 17-39.

Mundava, Maud C. & Gray, LaVerne (2008). Meeting them where they are. Technical Services Quarterly, 25(3), 35-48.

Nagy, Andrew (2011). Deploying the next-generation service. Library Technology Reports, 47(7), 16-17.

Neiburger, Eli (November 2010). User-generated content. Library Technology Reports. 46(8), 13-24.

Nunn, Brent & Ruane, Elizabeth. Marketing gets personal: promoting reference staff to reach users. Journal of Library Administration, 51(3), 291-300.

O’Reilly, Terry & Tennant, Mike (2009). The Age of Persuasion: How Marketing Ate Our Culture. Counterpoint: Berkeley, CA.

Peters, Anne & Kemp, Jan (2014). Ask us anything: communicating the value of reference services through branding. Public Services Quarterly, 10, 48-53.

Pride, Marseille M. & Fisher, Patricia H. (2009). Blueprint for Your Library Marketing Plan. American Library Association.

Pulliam, Beatrice; Landry, Chris (2011). Tag, you’re it. Using QR codes to promote library services. Reference Librarian, 52(1/2), 68-74.

Radford, Marie L., and Lynn Silipigni Connaway (2010). 'I Stay Away from the Unknown, I Guess.' Measuring Impact and Understanding Critical Factors for Millennial Generation and Adult Non-users of Virtual Reference Services. In Online Proceedings of the Fifth Annual iConference, University of Illinois at Urbana-Champaign, February 3-6, 26-33.

Reed, Sally Gardner (2009). Friends groups can help libraries promote their services. In M. Gould (ed), The Library PR Handbook, 103-105.

Ruiz, Miguel (2014). Graphic design in libraries: a conceptual process. Public Services Quarterly, 10, 36-47.

Russo, Michele C. & Colborn, Nancy Wootton (Summer 2002). Something for (almost) nothing: Public relations on a shoestring in an academic library. Library Administration & Management, 16(3), 138-143.

Sass, Rivkah K. (2002). Marketing the worth of your library. Library Journal.

Schrock, Kathy (November 2003). ABC’s of marketing. School Library Journal.

Scott, David Meerman (2011). The New Rules of Marketing & PR (third edition). Wiley.

Shaw, Amy & Deekle, Peter (2007). Outstanding Public Relations: 60 Years of the John Cotton Dana Award. ALA Editions.

Showers, Ben (January 6, 2012). The constant innovator: the academic library as a model of change management. Library Journal.

Siess, Judith (2003). The Visible Librarian. ALA Editions.

Singh, Rajesh (2009). Does your library have an attitude problem towards marketing? Journal of Academic Librarianship, 35(1), 25-32.

Sizzle, Ben (2014). Start a Revolution: Stop Acting Like a Library. ALA Editions. Available to IUPUI students as an ebook.

Slebodnik, Maribeth (Winter 2006). Marketing and outreach for science and technology libraries: selected resources. Issues in Science and Technology Librarianship. Available:

Smallwood, Carol (ed) (2010). Librarians as Community Partners: An Outreach Handbook. ALA Editions.

Smallwood, Carol, Gubnitskaia, Vera, & Harrod, Kerol (2012, in press) Marketing Your Library: Tips and Tools that Work.

Smith, Debbi (Oct/Dec 2011). Strategic marketing of library resources and services. College & Undergraduate Libraries, 18(4), 333-349.

Stempler, Amy F. & Polger, Mark Aaron (2013). Do you see the signs? Evaluating language, branding, and design in a library signage audit. Public Services Quarterly, 9, 121-135.

Stoffle, Carla & Cuillier, Cheryl (2011). From surviving to thriving. Journal of Library Administration, 51(1), 130-155.

Thompson, Mark S. & Schott, Lynn (2007). Marketing to community college users. The Serial Librarian, 53(3), 57-76.

Trigg, Jene O’Keefe (2009). Savvy outreach tactics, special events focus the media’s attention on your message. In Mark Gould ed), The Library PR Handbook, ALA Editions, 59-62.

Trout, Jack (1997). The New Positioning: The Latest on the World’s #1 Business Strategy. McGraw-Hill.

Wagner, Pat (2009). Designing promo materials that are legible. In K Dempsey (ed), The Accidental Marketer, 261-270. Information Today: Medford, NJ.

The Value of the Library (2010).

Waibel, Günter & Erway, Ricky (2009). Think global, act local – library, archive and museum collaboration. Museum Management and Curatorship, 24,4.

Waibel, Günter & Massie, Dennis (2009). Catalyzing collaboration: seven New York City libraries. OCLC Research.

Wallace, Linda K. (2004). Libraries, Mission & Marketing: Writing Mission Statements that Work. ALA Editions.

Walters, Suzanne (2004). Library Marketing that Works! Neal-Schuman Publishers.

Walter, Suzanne & Jackson, Kent (2013). Breakthrough Branding: Positioning Your Library to Survive and Thrive. ALA Neal-Schuman. Available to IUPUI students as an ebook.

Wan, Gang (Oct-Dec 2011). How academic libraries research users on Facebook. College & Undergraduate Libraries, 18(4), 319-332.

Washburn, Bruce. (January/February, 2011). Library mobile applications: What counts as success?" Information Outlook, 15,1 (January/February).

Weiner, Barbara (2007). Marketing: Making a Case for Your Library.

Williams, Heather & Peters, Ann (2012). And that's how I connect to MY library: How a 42-second promotion video helped to launch the UTSA libraries' new summon mobile application. The Reference Librarian, 53, 322-325.

Wolfe, Lisa (2005). Library Public Relations, Promotions, and Communications, 2nd Ed. Neal-Schuman Publishers.

Woodward, Jeannette (2009). Creating the Customer-Driven Academic Library. ALA Editions.

Zalusky, Steve (2009). Affordable podcasts for libraries. In M. Gould (ed), The Library PR Handbook, ALA Editions, 73-80.

Zielinski, Denise M. (June 2009). Top ten marketing tips for advocacy and public awareness. ILA Reporter, 10-11. Available:

Zeithaml, Valarie A., Bitner, Mary Jo & Gremler, Dwayne D. (2008). Services Marketing, McGraw-Hill.

Web-based Resources

Marketing Blogs

Change This -
Fearless Future -
New Marketing Trends: Non-profits and Libraries -
Non-Profit Marketing Blog - hsttp://
Seth Godin Blog -

Organization Marketing Resources

American Association of School Librarians
         Advocacy -
American Library Association
         ALA Office for Library Advocacy -
         ALA Press Kits -
         I Love Libraries -
         Issues and Advocacy -
         Marketing & Public Relations -
         Public Information Office -
         Online Media Relations Toolkit
         Small But Powerful -
         Value of Libraries -
         Visibility @ Your Library -
Association of College and Research Libraries
         Marketing@Your Library -
         Marketing Minute -
         Strategic Marketing -
         Strategic Marketing Manual -
         Value of Academic Libraries Toolkit -
Association for Library Services to Children
         Issues and Advocacy -
Association of Research Libraries
         Media Map: Charting a Media Relations Strategy
Canadian Library Association
         Library Advocacy Now -
International Federation of Library Associations
         Libraries Success Stories -
Medical Library Association
         Making  Difference: Media Relations -
         Medical Library Administration -
         National Medical Librarians Month -
         Geek the Library: A Community Awareness Campaign
OhioLink Marketing Toolkit -
Public Library Association
         Advocacy -
Rural Libraries
         Marketing -
Texas Public Library Standards - Marketing
Young Adult Library Services Association
            Professional Tools -

Web-based Articles

62 Ways to Improve Your Press Release -
EBSCO John Cotton Dana Library Public Relations Award -
ENESCO Library Manifestos -
Libraries Build Community
Libraries in Crisis
Library Palooza -
Library Success - Marketing
Library Value Calculator -
Marketing & Advocacy Resources Bibliography
Marketing Resource in WebJunction Kansas: List of Resources
Marketing the Library -
Marketing Treasures -
Marketing Wikibook -
Measuring Your Impact: Using Evaluation for Library Advocacy
Return on Investment (ROI) Resources -
Seeking Synchronicity
What’s Your Story Campaign -

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