   
Newsletter of the IFLA Section on Management and Marketing
February 1998,
Volume 1,
No. 2
This newsletter commences with the good news that the number of paid-up members of the Section now totals 74. Clearly the work of Marielle de Miribel and Christina Tovote proved that the Section does not just talk about marketing, but it can do it effectively. Thank you to those who have supported the Section for ensuring that your organisation has added this Section to their membership - and if you are not sure - please go and check.
The size of the membership determines the amount that is received from IFLA to promote activities and run the Section. We need every cent, kroner, guilder, franc, etc.
There is also good news on another financial front - support for Section projects. Those who were at Copenhagen will recall meetings that contained a great deal of business, particularly at the second SC meeting. Fewer projects came forward from other parts of the Division, and we were able to offer new projects that could get underway if funding was available.
The Professional Board approved funding:
- for a continuing project - the organisation of the highly successful workshops on marketing - 1200NLG to Marielle de Miribel, Rejean Savard and Christina Tovote;
- and for new projects:
- An international glossary in marketing to Christie Koontz 700NLG;
- A workshop on 'Library strategies for the information age: defining new identity, modernising mentality and tools' to Tatiana Ershova 800NLG;
- Tracking the success of a marketing minicourse to determine the effect upon participants to Alice Calabrese 800NLG.
In Amsterdam new project proposals will be examined. If you have ideas for a project please contact the Secretary for further information.
The Section has been preparing reviews of the general literature on management for several years. Luis Herrera and Ricardo Rodriguez Pereyra again prepared the review for 1996, but it took some months to get into print.
A phone call from IFLA HQ a couple of weeks ago offered space if the review could be prepared by March 1. This the Secretary will do.
In Amsterdam we need to talk about the views put forward by Luis and Ricardo in their article "Review of the general management literature" IFLA Journal 1997, vol. 23 nos.5/6 pp. 371-380. We should also decide whether the literature of management in the IFLA languages other than English, should also be reviewed. Looking at our contact list indicates that this would not be a problem. Dissemination of the annual review will be speeded up when the section's Website is in place.
At the meeting of the Professional Board the Section grew again as the result of a decision that this Discussion Group be attached to the Section, after an approach had been made to the Section officers in Copenhagen.
The DG will complement the existing work on marketing. It will study and promote methods and strategies for increasing public and private support for all types of libraries throughout the world. Through the advocacy of library users, community groups, friends organisations, and other volunteers, libraries are able to expand their fund-raising efforts, and create a favourable climate to enhance their awareness, visibility, and use.
These objectives will be achieved through discussions on techniques for advocacy, strategies for fund-raising, and methods for organising support groups. These discussions will include suggestions for adaptation for use according to the needs of various countries.
More than 50 people attended a start-up meeting in Copenhagen Chaired by Virginia G. Young, USA (vyoung02@mail.coin.missouri.edu) and Joan M. Hood, USA (j-hood1@uiuc.edu).
The Standing Committee of the Section has been extended in discussion with IFLA HQ. The basis for determining the new members was their active involvement to date through correspondence, or attendance as observers. New members will need to stand for election in Bangkok.
The membership of the SC is now M. Koenig (Chair USA), P. Layzell Ward (Secretary/Treasurer UK), Y Assibley (Togo), J Berry (USA), L. Borghetti (Italy), A Calabrese (USA), T. Ershova (Russia), Du Yuanquing (China), X. Jimenez Lopez (Cuba), I. Johnson (UK), C. Koontz (USA), C. Lux (Germany), J-P. Mifouna (Gabon), M. de Miribel (France), K. Muller (USA), A. Persson (Sweden), R. Savard (Canada), M. Seissl (Austria), C. Tovote (Sweden). Corresponding members: F. Akhigbe (Nigeria), S Aslan (Turkey), L. Feria (Mexico), L. Herrera (Argentina), M. Takayawa (Japan).
The theme for the Open Meeting of the Section will be 'Intellectual Capital' which brings together management and marketing. Papers will be presented by: Alice Calabrese, Chicago Library System "Marketing plans: making the difference for your library"; Xonia Jimenez Lopez, National Library of Cuba "Marketing libraries in Cuba"; Mike Koenig, Dominican University will discuss "Intellectual capital"; Hazel Dakers, British Library " Intellectual capital: auditing the people assets".
The Discussion Group will hold a session on Sunday morning.
The Workshop on Marketing will take place on Monday and is being organised by Christina Tovote and Marielle de Miribel. Their speakers include Mona Onnestam of the Swedish Library Serving the Blind who will discuss the Dyslexia campaign and how to get sponsors. Christina and Marielle would like to gather a range of promotional material for display during the workshop. Everyone receiving this Newsletter is requested to bring examples of such material from their library. Could you also please gather examples of material - particularly those from prize-winning services within your own country? Many thanks.
Tatiana Ershova is organising a Workshop on Library Strategies for the Information age to be held in the Thursday slot.
We have been fortunate in being allocated more slots for workshops than other Sections - we acknowledge the support of Ralph Manning, the Divisional Chair and his powers of persuasion at the PB meeting. Please ensure that your colleagues who are coming to IFLA '98 support these sessions.
Planning took place in Copenhagen for the meeting in Bangkok in 1999.
A pre-conference workshop will be held, in co-operation with CPERT and the Section on A/V and in association with UNESCO, focusing on 'Developing a marketing plan for libraries' using the videoconference facilities of Thai universities. This will be a first for IFLA.
Another workshop will be held on 'Building management and marketing skills for the information age' and be co-sponsored by the Section on IT.
The Open Meeting will focus on 'Managing diversity with users and staff'.
The revision of the Medium Term Plan has continued. The scope note is basically the same as those set out in the first newsletter, but goals have been added:
"The Section on Management and Marketing has an enabling role for the study of management and marketing issues within library services and systems. It collaborates with other IFLA Sections in applying management and marketing theory and practice to specific types of services and operations throughout the world. A particular concern is to identify emerging theories and practices which may impinge on libraries, and to ensure that managers are made aware of these developments in order to anticipate change, and promote best practice. The Section works with educators and trainers to promote the inclusion of management and marketing studies in the curricula, especially in developing countries. Its activities bring together practitioners, educators and researchers in the fields of management and marketing to exchange ideas, knowledge and experience.
Goals 1998-2001
- to provide a firm foundation for the section within IFLA
- facilitate the application of management and marketing theory and best practice, working strategically with other bodies having similar interests within and without IFLA
- illuminate new research and identify general trends in management and marketing
- disseminate information about trends in research and practice
- assist educators and trainers with the development of appropriate curricula".
- Continue the regular update on the general management literature and publish a fifth review early in 1998. Prepare an overview of developments in general management during past five years, based on the annual reviews.
- Develop a comprehensive marketing plan.
- Ensure that the proceedings of the Ankara seminar are published and that the project to study the feasibility of developing a distance learning programme is completed.
- Publish the outcomes of the marketing workshop.
- Continue the revision of the medium term programme.
- Discuss the future of the new Section in the light of the PB's proposal for further mergers.
- Finalise the programme for Amsterdam '98, and set the theme for Bangkok in 1999.
There have been changes to two important addresses.
Mike Koenig's institution has changed its name. It is now the Dominican University, email: koenigmd@email.dom.edu.
Christina Tovote has changed posts and her address is now The Library, University of Malmo, 20506 Malmo, Sweden. Tel: 46-40-6657300. Fax: 46-40-6657301. Email: christina.tovote@mah.se.
- is the address etc. correct on the envelope?
- has your organisation added this Section to their membership of IFLA?
- do you have an idea for a paper to be given in Bangkok?
- do you have an idea for a project proposal?
- have you gathered publicity material for the marketing workshop ?
- have you made your booking for Amsterdam?
The next Newsletter will be issued in June and will bring together information concerning the meetings in Amsterdam. If you have a contribution please send it to the Secretary.
Issued by the Secretary/Treasurer: Patricia Layzell Ward, Haulfryn, Cae Eithin, Minffordd, Penrhyndeudraeth, Gwynedd, Wales LL 48 6EL, UK. Phone/fax: + 1766 770434. E-mail: layzellward@celtic.co.uk
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