Document Type

Article

Publication Date

3-25-2022

Keywords

Library marketing, relationship marketing, relational marketing, library outreach, library engagement, diversity and inclusivity, multiculturalism, higher education, cultural competency, information user, academic library

Abstract

Increased diversity, demographics, and population shifts in higher education have led many academic libraries to reexamine their marketing efforts and adopt strategies that promote relationships and inclusivity. This requirement has become more prominent among libraries serving a highly diverse user community, particularly in a more racially and ethnically diverse campus. Adopting a marketing model that cultivates more meaningful long-term relationships with customers ensures long-term satisfaction and loyalty to the library brand. Using marketing and promotional examples from the James White Library, this article addresses the academic library’s relationship marketing strategy in an increasingly multicultural higher education environment.

Journal Title

Journal of Library Management

Volume

62

Issue

3

First Page

359

Last Page

375

DOI

https://doi.org/10.1080/01930826.2022.2043691

First Department

Library Sciences

Acknowledgements

Accepted version provided by the author and posted with permission from the publisher. Published version available from https://www.tandfonline.com/doi/full/10.1080/01930826.2022.2043691

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