Collaborative marketing for electronic resources

Abstract

Purpose

The project outlined in this seeks to answer the question: “Is a collaborative model of benchmarking the marketing of electronic resources feasible?”

Design/methodology/approach

The project is designed as a national working group of approximately 100 college and university libraries all moving together through the process of a typical marketing cycle, running a brief marketing campaign, and reporting findings. All participating institutions will perform these steps at the same time, beginning in October 2011 and completing the project at the end of February 2012.

Findings

Based on the data gathered as the result of the project, it is hoped to determine if college and universities working together and sharing data could help to define “best practices” in the marketing of electronic resources using a collaborative model.

Originality/value

The literature in the area of marketing of electronic resources in libraries is sparse and, as a result, a path for the successful marketing of the resources cannot be easily determined. This project proposes a model to quickly educate and gather data to begin building best practices in the area of marketing electronic resources.

Citation

Kennedy, M.R. (2011), "Collaborative marketing for electronic resources", Library Hi Tech News, Vol. 28 No. 6, pp. 22-24. https://doi.org/10.1108/07419051111173892