Marketing strategies for digital library services: DIGITAL DIRECTIONS

Abstract

Purpose

To give some insight into how marketing techniques can be applied in the digital library context.

Design/methodology/approach

A summary and description of an appropriate established marketing method, with examples of digital library applications as illustration of its relevance in the context of practice.

Findings

Relationship marketing offers specific benefits to libraries, and can be applied to particular effect in marketing digital library services.

Research limitations/implications

The fact that one marketing technique of particular relevance is examined should not deter the practitioner from investigating other forms, which will have other, different benefits to confer.

Practical implications

The application of the insights in this paper should improve the market reach and customer effectiveness of any library that employs them.

Originality/value

The author gives clear and practical insights into how practitioners may apply given marketing techniques in the arena of real‐life digital library work.

Citation

Henderson, K. (2005), "Marketing strategies for digital library services: DIGITAL DIRECTIONS", Library Review, Vol. 54 No. 6, pp. 342-345. https://doi.org/10.1108/00242530510605467