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Article: Guerrilla marketing: agile advertising of information services; creating marketing techniques.
- Article from:
- Information Outlook
- Article date:
- February 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Special Libraries Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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"RAPID-FIRE MARKETING...STRATEGIC SELLING...ARSENAL OF TACTICS...AGILE advertising." Not typical library terminology! This is the Language of guerrilla marketing, a popular approach that has relevance for library and information professionals. The tactics of guerrilla marketing include some key strategies often discussed within SLA, such as the elevator/watercooler speech and branding. The approach draws upon many SLA competencies, including designing and marketing value-added information services, using appropriate business approaches to communicate the importance of information services, and remaining flexible and positive in times of change. However, guerrilla marketing ...