Cover image for Future-driven library marketing
Future-driven library marketing
Weingand, Darlene E.
Personal Author:
Publication Information:
Chicago, Ill. : American Library Association, 1998.
Physical Description:
xii, 189 pages : illustrations ; 23 cm
Format :


Call Number
Material Type
Home Location
Item Holds
Z678 .W44 1998 Adult Non-Fiction Central Closed Stacks

On Order



This text offers a practical programme to position and market the library as the choice information provider to all of its customers. Author of Customer Service Excellence: A Concise Guide for Librarians (1996), Darlene Weingand suggests that the best strategies to market the library are future-driven - ones that position the library and its products and services for success, no matter what the future holds.

Reviews 2

Booklist Review

Weingand follows her Marketing/Planning Library and Information Services (1987) with advice on combining futures strategies and marketing to produce a new means of marketing library services. She first analyzes the elements of the marketing-planning approach, then discusses the process of "futuring," and then focuses eight chapters on combining specific marketing elements with the "futuring" technique appropriate to each. The final chapter discusses moving into the twenty-first century and dealing with the changes that will come. If the best way to deal with the future is to create it, Weingand offers one means of doing so.

Library Journal Review

Weingand (Customer Service Excellence: A Concise Guide for Librarians, Professional Reading, LJ 4/15/97) presents an excellent guide to combining the concepts and practices of marketing with futures strategies, focusing on positioning the library as the choice information provider to all customers. Powerful chapters cover the foundation of marketing, working for a preferred future, using the Delphi method to develop a futures screen, visioning, identifying future products for customers, cost-benefit analysis of these products, distribution of library products and services, introducing products that have met identified needs, using a simulation to evaluate success, and preparing for the 21st century. Weingand expands on Philip Kotler's (Marketing for Nonprofit Organizations, Prentice Hall, 1995) four Ps‘product, price, place, and promotion‘by adding prelude (marketing audit) and postlude (evaluation). This vibrant resource will assist MLIS faculty looking to move their curriculum a few notches above cataloging and bulletin board management and prepare students for the new future of library services. Highly recommended for all MLIS faculty and larger academic libraries.‘Dale F. Farris, Groves, TX (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.