Marketing Library and Information Services II: A Global Outlook

Preface
Section 1 Marketing concepts
	Marketing Library and Information Services: Connecting from Past to the Future
	Changing Marketing Concepts: Contemporary Theories and Paradigms in Services Marketing
	Gaining Customer Loyalty: the Ultimate in Marketing
	Branding Libraries: the Challenges and Opportunities
Section 2 Excellence in Marketing
	Excellence in Marketing: 2002-2012
	Falling in Love with the Library: Marketing Tsinghua University Library in an Innovative Way
	Internet Marketing: the Silver Bullet for Web 2.0?
	Web-based Marketing
	Have You Done Your Homework? Five Years on of a Campaign Life-Cycle
	Building Community and Fostering Connection in a Canadian Academic Library through a Buttons Campaign
	Story Tubes Contest: Marketing Libraries in the Digital Age
	Happy Days for Welsh Libraries
	From Georgia Tech to the World: Leveraging Existing Campus Infrastructure to Market the Library to a Global Audience
Section 3 Marketing in Different Countries and Libraries
	Messaouda Boutaba and Nadia Temmar (Algeria)
	Marketing in Algerian libraries: an Overview
	Teaching Marketing for Better Cultural Projects’ Management: the Book Trade, Information and Communications Department Expertise
	Management and Marketing: an Insight to Developments in German Libraries
	Library and Information Services Marketing in Pakistan: a Profil
	Relationship Marketing in Brazilian University Libraries
	Creating Value for Users of University Libraries: Brazilian View
	Being a Library and Being Visible in the Community Today
	Marketing Library and Information Services: Exploration and Practice of the National Science Library of the Chinese Academy of Sciences
	Marketing as an Access Tool for Public Archives: Guidelines for its Application in Libraries
	Reaching the Islands in the Community: Marketing Practices in Madeira Regional Public Library, Portugal
Section 4 E-marketing
	E-marketing for Libraries
	Digital Marketing Tools Applied to the IE Library
	Effective Use of Social Media Marketing for Customer Engagement in Information Organizations
	Marketing Strategy to Monitor Library Websites’ Functional Performance
Section 5 LIS marketing literature: a global outlook
	Literature on Marketing of Library and Information Services: an Analysis Based on Google Scholar
	Marketing Library and Information Services: a Bibliometric Study of IFLA publications
	Towards the Global Library: Applying Agenda 21 to Library Marketing