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The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION Open Access

This paper argues that the reference desk is a primary interaction point for direct marketing of the library, and remains, despite all the other marketing methods (posters, speaker’s events, email announcements, brochures, RSS feeds, etc.) an extremely potent agent to act as a physical “point-of-sale” for the library, so necessary in producing a “loyal” community of returning scholars. This method of marketing the library by the reference desk librarian has much to do with face-to-face interactions. Summaries adopted from Customer Relationship Management literature are discussed as marketing guidelines for the reference desk librarian. This article was published in THE REFERENCE LIBRARIAN (2013), 54:4, 320-331. [Taylor & Francis]

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Resource type
Article
Creator
Masuchika, Glenn
Contributor
Keyword
Reference Desk, Library Marketing, Customer Relationship Management, Points-of-Sale, Customer Loyalty
Rights
Attribution-NonCommercial-NoDerivs 3.0 United States

Publisher
Taylor and Francis
Date Created
March 3, 2016
Subject
Language
Identifier
Location
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File Details

Depositor
Glenn Norio Masuchika
Date Uploaded
Date Modified
2016-03-16T08:35:13-04:00
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File format: vnd.oasis.opendocument.text (OpenDocument Text)
Mime type: application/vnd.oasis.opendocument.text
File size: 47562
Last modified: 2016:03:02 12:48:44-05:00
Filename: ReferenceDeskPointsOfSaleLoyalty.docx
Original checksum: aedd9ff5df05fed254f4e5f435deed8b
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User Glenn Norio Masuchika has updated The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION 11 months ago
User Glenn Norio Masuchika has updated The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION 12 months ago
User Glenn Norio Masuchika has updated The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION 12 months ago
User Glenn Norio Masuchika has updated The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION 12 months ago
User Glenn Norio Masuchika has updated The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION 12 months ago
User Glenn Norio Masuchika has updated The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION 12 months ago
User Glenn Norio Masuchika has updated The Reference Desk, Points-of-Sale, and the Building of Loyalty: Applications of Customer Relationship Mangement Techniques to Library Marketing - PREPUBLICATION VERSION 12 months ago
User Glenn Norio Masuchika has deposited ReferenceDeskPointsOfSaleLoyalty.docx 12 months ago