Marketing Academic Libraries: Marketing, Mission, and Administration

Abstract

The article presents an entry in the journal's regular column on marketing for academic librarianship. In it the author presents highlights from a discussion with Texas Tech University Library Dean Donald Dyal on the importance of relevance marketing to students. Topics addressed include correcting general misunderstandings among college students regarding the services which their libraries offer, the role of library administrators in marketing, and resistance to change among librarians.