“Be All That You Can Be”

Abstract

Library school provides librarians with a good background in library science, but to be a professional reference librarian, continuous improvement must be sought. Professionalism can include developing basic employee skills, supporting library standards, participating in university and library functions; presenting papers; and publishing. Being sensitive to communication skills can impact how a librarian is perceived by library users. Image does play a role in the effectiveness of the library professional.

Professional reference librarians must market themselves by being visible on campus, in the community, and on the Internet. Being a professional librarian is an opportunity for personal growth and educating the public about a very exciting discipline.     

Face Out: The Effect of Book Displays on Collection Usage

Business librarians at Brigham Young University's Harold B. Lee Library are confronted with considerable and consistent declines in usage of print books in business and economic disciplines. Inspired by commercial businesses, where in-store displays are commonly used to increase sales, business librarians decided to highlight the library's business and economics collections by creating book displays. The study revealed that displays produced a substantial increase in circulation. Prior to the displays, featured books had an average usage of less than four times per year; after these books were featured in the displays, their usage per year increased by 58%.     

The Aurora Public Library Business Resource Center:

The Business Resource Center represents the Aurora, Colorado Public Library's response to a tremendous growth within the business community over the past decade. This essay details what factors led to the decision that a separate service point was needed to meet this growth. Issues discussed include what statistical data proved helpful in developing a plan of action; collection development considerations; analysis of factors concerning library functions and service; and, initial reaction from patrons and staff. The study is also presented as a model for other medium-to-large suburban libraries intending to initiate a similar project.     

Demographic Data Sources on the Internet

Abstract

Demographic data is extremely valuable for a variety of business applications, including market research, strategic planning, identifying target markets, advertising, and for use with geographic information systems. Because timely data is very important, the Internet is increasingly being used as a tool for gathering and disseminating demographic data to end-users. This paper outlines many Web sites containing demographic data. Included are sites for governmental bodies, universities, and research institutions; international sites; commercial vendors; and Web versions of journals. Many of these sites also contain links to other useful demographic information resources.     

Marketing the Public Library's Business Resources to Small Businesses

Service to small business in its community is an important function of the public library. Because this makes a measurable contribution to the economy of the community, the public library as a whole becomes more relevant and essential. Therefore it is important that the business library market itself carefully, in a manner most likely to resonate with the local business community. The business library like the rest of the public library reflects the values and traditions of its community but is proactive in adapting to change. A method for quantifying the value of the business library to the local economy is outlined, as well as specific suggestions for marketing the business library.     

行业期刊的全媒体融合营销

在当今全媒体时代,随着信息网络技术的飞速发展和新媒体的崛起,各种新兴媒体形式和传播手段不断涌现,给面向市场的传统行业期刊带来了严峻的考验,同时也为其发展提供了更多的可能。本文重点阐述在全媒体的大背景下,行业期刊如何打造自己的全媒体平台,利用新的媒体形式和传播手段,做好融合营销。     

网络销售问题的演化博弈分析

构建了网络各销售商之间正常销售的收益矩阵,利用演化博弈的原理及复制动态方法,建立了网络销售的演化博弈模型,为商家选择网络销售方案提供理论参考依据,并提出了合理化建议。     

行为导向教学法在二本院校市场营销专业教学中的应用

传统的教学模式已经不能满足人才培养的要求,而行为导向教学法强调培养学生的专业能力与社会能力,以学生为主,老师作为引导者,让学生主动去设计完成教学过程。通过对行为导向教学法的研讨,对项目教学法、模拟教学法、案例教学法、大脑风暴法等在二本院校市场营销专业教学中的应用进行分析,并提出注重发挥教师的能动性、因材施教、加强团队建设、改进考核方法等相应的教改对策。     

Incentives for School Diversification

ABSTRACT

Reforms using market-style mechanisms of parental choice and competition between schools are intended to leverage change by compelling schools to diversify options and increase effectiveness. Yet, some research challenges those assumptions, suggesting that schools in competitive climates are more likely to focus on image management to attract a more desirable student intake than to engage in substantive innovations to improve student outcomes. This analysis examines school responses to competition in two local education markets representing a mix of public (including charter) and private school types. School promotional signals to consumers are studied in order to understand school perceptions and responses to underlying competitive incentive structures-incentives that reformers intended to encourage programmatic improvement and diversification of options along a horizontal axis of diverse consumer preferences. A review of marketing materials demonstrates that many schools are instead adopting marketing strategies designed to attract “better” students-often from schools considered to be successful, rather than from the failing schools reformers had targeted. These patterns of vertical differentiation suggest that schools may be acting in ways that reflect contradictory incentives shaping how schools engage the marketplace.     

新形势下酒店客房利益最大化营销策略

酒店对客房产品的销售既要重视平均价格和出租率,还要考虑顾客满意度和社会美誉度等指标,这就要求酒店在客房销售时不仅要充分利用好协议客户、会员客户等资源,还要拓展网络、团购、特价等不同的途径进行营销,并根据市场变化将其进行合理组合,从而达到实现客房利益最大化的效果。