Adapting marketing to libraries in a changing and world-wide environment = Le marketing des bibliothèques à l'heure du changement et de la mondialisation : papers presented at the 63rd IFLA Conference, Copenhagen, September 1997

The International Federation of Library Associations and Institutions (IFLA) is the leading international body representing the interests of library and information services and their users. It is the global voice of the information profession. The series IFLA Publications deals with many of the means through which libraries, information centres, and information professionals worldwide can formulate their goals, exert their influence as a group, protect their interests, and find solutions to global problems. PREFACE: MARKETING LIBRARY SERVICES. HOW IT ALL BEGAN 10 INTRODUCTION: LA PERCEPTION DU MARKETING CHEZ LES BIBLIOTHÉCAIRES 17 APPLICATION OF MARKETING TECHNIQUES AMONG LIBRARIES 38 HOW LIBRARIANS APPLY MARKETING - AS SEEN FROM THE DESK OF THE LIBRARY MANAGER 38 MARKETING AND SWEDISH LIBRARIES. ABOUT THE SITUATION TODAY AND THE IMPORTANCE OF VISIBLE LIBRARIANS 45 LES RÉTICENCES DES PROFESSIONELS DE BIBLIOTHÈQUE AU MARKETING 50 LOBBY FOR LIBRARIES. PUTTING MARKETING PRINCIPLES TO WORK! 59 ADAPTING MARKETING TO PARTICULAR CONTEXTS 66 DE L’ADAPTATION DU MARKETING DANS LES SERVICES ET SYSTÈMES D’INFORMATION EN AFRIQUE FRANCOPHONE 66 MARKETING OR PUBLIC RELATIONS: A STRATEGIC CHOICE FOR LITHUANIAN LIBRARIES 73 MARKETING OF LIBRARIES AND INFORMATION CENTERS IN CHINA: A CASE STUDY 79 EPILOGUE: MARKETING IS AN ATTITUDE OF MIND 89