BRAND AID Creating a Presence in Your Community


Annual BRASS program
June 17, 2002
Atlanta Georgia

Internal Marketing of Business Libraries

Dr. Jagdish N. Sheth
Charles H. Kellstadt Professor of Marketing
Emory University

The Challenging Environment of the Business Librarians
[graphic depicting the following]

  • Internet Revolution
  • Non-Traditional Competition
  • Distributed Learning
  • Budget Caps
  • Retaining Talent
  • Commoditization of IT Services
  • Demanding Internal Customers

The Prisoners of Existing Paradigms
[graphical depiction]

The Fundamental Shift in the Role of Business Librarians
[graphic depicting the following]

  • Traditional Role
    • Support Function
    • Administrative Style
  • Future Role
    • Strategic Function
    • Leadership Style

How to Succeed in Internal Marketing
[graphic depicting the following]

  • Provide Executive Leadership
  • The 4 As of Marketing
  • Educate, Educate, Educate
  • Align with IT Initiatives
  • Reorganize Resources
  • Invest in Patron Loyalty Processes
  • Become a Trusted Advisor

Provide Executive Leadership

  • Leadership is all about shaping expectations while managing is all about delivering expectations
  • [graphic] Personal Leadership = Passon x Competence x Empathy
  • It is the job of the Business Librarian to educate top leadership of the organization on how to create a Differential Advantage through the Library as a Strategic Resource and Asset

The 4 As of Internal Marketing

  • Acceptability (functional, atmosphere, social)
  • Affordability (ability, value)
  • Accessibility (time, effort, location)
  • Awareness (reminder, reinforcement)
[graphic] Value of Internal Marketing = Acceptability x Affordability x Accessibility x Awareness
[graphic] You need all four "A"s to make a difference!

Educate, Educate, Educate

  • Educator model of Internal Consulting
  • Increase awareness
  • Celebrate achievements
  • Create an in-house Library Academy

The Information Industry
[graphical depiction]

The New Information Industry
Digital electronics has created integration among the communications media.
[graphical depiction]

Evolution of Next Generation Networks
[graphical depiction]

Align with IT Initiatives
[graphical depiction]

Reorganize Resources

  • As a strategic function, it must be distributed and diffused in all functional, geographic, market and program divisions
  • This is similar to other strategic functions such as finance, human resources and information services
  • Budgeting becomes matrix management

Invest in Patron Loyalty Processes
[graphic depicting the following:]

  • Psychological Bonding
    • Patron Comes First
    • Responsiveness (Courtesy & Speed)
    • Professionalism and Competence
  • Value Bonding
    • Quality Obsession
    • Proactive Innovation
    • Mass Customization
  • Structural Bonding
    • Frontline Information Systems
    • Patron Oriented Processes
    • Patron Satisfaction Based Compensation

The Emerging Bipolarity of Patron Relationship
[graphical depiction]
Just as what has happened to customer service, payroll and IT services, it is likely to happen to Business Library services.

bullet BRAND AID: Creating a Presence in Your Community
BRASS Program, ALA Annual Conference, June 17, 2002

Disclaimer : This publication has been placed on the web for the convenience of BRASS members. Information and links will not be updated. Posted 19 August 2002.