Sunday, April 15, 2012

Towards the Global Library – Applying the Agenda 21 to Library Marketing

Joachim Schöpfel & Gerry McKiernan    


The Agenda 21 is the United Nations’ action plan for the 21st century in favour of sustainable development. Launched at the Rio Earth Summit in 1992, its 40 chapters include social, economic and ecological actions for implementation by local authorities, governments, but also by corporate companies and services.

Twenty years after the Earth Summit, it is time to apply the Agenda 21 to library marketing and management and to move on to the global or sustainable library. Based on the marketing concepts of global performance and corporate social responsibility, we describe five main dimensions, e.g. social, societal, ecological, commercial and economic performance, and encourage a conceptual framework for the evaluation, management and development of libraries and information services.

Beyond marketing, our manifesto is also designed to provide a new outline and clear structure for LIS education, research and publication.
  • Think global, act local (G/J)
    • Introduction to Agenda 21
    • A new approach to library marketing
  • Global performance (J)
    • The multi-level concept of global performance
    • Performance, evaluation and audit
  • Social responsibility (G)
    • Social and societal performance
    • Working conditions
    • Human resources
    • Library and community
    • The library as part of local and cultural policy
  • Green library 
    • Ecological performance
  • Return on investment (J)
    • Economic (financial) performance
    • Indicators and dashboards
    • Reporting
  • Service quality and user satisfaction (J)
    • Commercial performance
    • User-centred marketing and innovation
    • User studies
  • Towards a global library (J/G)
    • Concluding remarks on sustainable development, library performance and marketing
    • Global in a double sens: converging cultural concepts and holistic approach
  • Bibliography
Joachim Schöpfel is head of the LIS department at the University of Lille 3, director of the French digitization centre for PhD theses and member of the GERiiCO research laboratory. He was manager of the INIST (CNRS) scientific library from 1999 to 2008. He is teaching library marketing, auditing, intellectual property and information science. His research interests are scientific information and communication, especially open access and grey literature.

Charles de Gaulle University Lille 3                      
UFR IDIST - GERiiCO laboratory
BP 60149
59653 Villeneuve d’Ascq Cedex
Tel ++33 (0)320 41 69 38

Gerry McKiernan currently serves as a Science and Technology Librarian with the library of Iowa State University (ISU), where he has primary responsibilities for Collection Development, Instruction, and Reference and Research Services in Chemical and Biological Engineering; Civil, Construction, and Environmental Engineering;  Environment Sciences; Industrial and Manufacturing Systems Engineering; and Mechanical Engineering;  and Alternative Energy with the Library of Iowa State University (ISU), where he has been employed since April 1987. Prior to joining ISU, he served as the Museum Librarian at the Carnegie Museum of Natural History, Pittsburgh, and as an Assistant Librarian with the Library of the New York Botanical Garden in the Bronx, New York.

Iowa State University
152 Parks Library
Ames IA 50011

NOTE: The resulting chapter will be published in a planned volume Marketing Library and Information Services: A Global Outlook to be published for IFLA by De Gruyter Saur in the last quarter of 2012. [].

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