Guerrilla marketing for information services?

New Library World

Volumn 109, Issue 1-2, 2008, Pages 46-55

  Baltes, Guido ^a   Leibing, Isabell Leibing ^a  

^a UNIVERSITY OF APPLIED SCIENCES   (Germany)

Author keywords

Information services; Libraries; Marketing strategy; Sales campaigns

Indexed keywords

EID: 38149067586     PISSN: 03074803     EISSN: None     Source Type: Journal    
DOI: 10.1108/03074800810845994     Document Type: Article

References (22)

1. Bieselin, T.B. (2005), "Im Kampf gegen Etat-Kuerzungen, Schliessungen und morsches Image. Guerilla-Marketing für Bibliotheken", Bibliothek: Forschung und Praxis, Vol. 29 No. 3, pp. 361-75.
2. Caudron, S. (2001), "Guerrilla tactics", Industry Week, Vol. 250 No. 10, pp. 52-6.
3. von Clausewitz, C. (1873), On War, Truebner & Co, Ludgate Hill.
4. Decker, R. and Hermelbracht, A. (2006), "Planning and evaluation of new academic library services by means of web-based conjoint analysis", Journal of Academic Librarianship, Vol. 32 No. 6, pp. 558-72.
5. Eicher, D. (2001), Are you ready for Guerrillas?, available at: www.medientage-muenchen.de/archiv/2001/eicher_david.pdf.
6. Elliott, M. (2003), "Playing by Mogadishu rules", Time Canada, Vol. 161 No. 14, p. 32.
7. Greenpeace (2007), "G8 to act on climate change, later ... maybe", available at: www.greenpeace.org/international/news/ g8-on-climate-change.
8. Greenpeace (1995), The Brent Spar, available at: www.greenpeace.org/ international/about/history/the-brent-spar.
9. Gupta, D.K., Koontz, C., Massisimo, A. and Savard, R. (Eds.) (2006), Marketing in Library and Information Services: International Perspectives, KG Saur, Munich.
10. Hallisy, B.H. (2006), "Taking it to the streets: Steps to an effective and ethical guerilla marketing campain", Public Relation Tactics, Vol. 13 No. 3, p. 13.
11. (2006), Fussball-Weltmeisterschaft - Sil unterstützt brasilianische Elf, available at: www.henkel.de/cps/rde/xchg/SID-0AC8330A-0253EF13/ henkel_de/hs.xsl/5566_DED_HTML.htm and www.bra-sil.de.
12. Holst, J. (2005), "Vom Highway auf die Achterbahn: Mini präsentiert sich in Nordamerika mit ungewöhnlichen Events und Outdoor-Aktionen", Horizont, Vol. 18 No. 20.
13. Jose, A. and Bhat, I. (2007), "Marketing of library and information services: A strategic perspective", Vision, Vol. 11 No. 2, pp. 23-8.
14. Kuttelwascher, F. (2006), "Guerilla-Marketing erobert langsam die Chefetagen: Mao für Kapitalisten", Absatzwirtschaft, Vol. 7, pp. 30-4.
15. Levinson, J.C. (1994), The Guerrilla Marketing Handbook, Houghton Mifflin, Boston, MA.
16. Levinson, J.C. (1984), Guerrilla Marketing: Secrets for Making Big Profits from your Small Business, Houghton Mifflin, Boston, MA.
17. Muet, F. and Salaun, J. (2003), "Principles and adaptations of marketing for library and information service", in Gupta, D.K. and Jambhekar, A. (Eds), An Integrated Approach to Services Marketing: A Book of Readings on Marketing of Library and Information Services, Allied Publishers Private Limited, Mumbai, p. 43.
18. Patalas, T. (2006), Guerilla-Marketing - Ideen schlagen Budget, Cornelsen, Berlin.
19. Ries, A. and Trout, J. (1986), Marketing Warefare, McGraw-Hill, New York, NY.
20. Toffler, A. and Toffler, H. (1993), War and Anti-War: Survival at the Dawn of the 21st Century, Little Brown and Co., Boston, MA.
21. Tompson, S. (2003), "Guerrilla Marketing: Agile advertising of information services", Information Outlook, Vol. 7 No. 2, pp. 26-9.
22. Schwartau, W. (1997), "An introduction to information warfare", in Pfalzgraff, R. and Shultz, R. (Eds), War in the Information Age, Brasseys Defence Publishers, Washington, DC, pp. 47-60.