Edited by
Jean-Philippe Accart, JP ACCART Formation Conseil, France
ISBN : 9781836690160
Publication Date : September 2025
Hardcover 192 pp
165.00 USD
Co-publisher
This book explores how marketing strategies – used in businesses and organizations – can be applied to promote libraries by placing users at the heart of every decision. It positions the library within a rich and diverse cultural ecosystem that includes bookstores, publishers, professional associations, magazines, and museums. In today’s landscape, the user experience (UX), once exclusive to retail and digital industries, is now a shared priority across these sectors, and a key component of modern library marketing.
From audience research and satisfaction surveys to loyalty-building strategies, cutting-edge digital tools, and the rise of AI-driven practices, the book examines the evolving face of library marketing. Drawing on insights from experts across Europe (notably the Netherlands) and the French-speaking world (Canada, France, Belgium and Switzerland), it offers a comprehensive and forward-thinking look at the new challenges and opportunities shaping the profession today.
Part 1. The User at the Heart of Library Marketing Strategies.
1. Communication at the Heart of the Evolution of Library Satisfaction Surveys, Nelly Sciardis.
2. UX Design in the Library, Nicolas Beudon.
3. Unlocking the Library Brand Potential, Cathelijne Kuiters.
4. Audience Behavior, Customer Journey and the Omnichannel Strategy, Arnaud Dufour.
Part 2. The User of Books, Libraries and Museums: A Marketing Target Like Any Other.
5. Library Merchandising, Nicolas Beudon.
6. Museum Marketing in Focus: Interview with Jean-Sébastien Belanger.
7. From Lectures to Saison.Culture: 40 Years of a Professional Cultural Journal in French-speaking Belgium, Jean-François Füeg.
8. Making Libraries Visible: A Cardinal Mission for Bibliosuisse, Amélie Vallotton-Preisig.
9. Responsible (Digital) Marketing, Arnaud Dufour.
Part 3. Marketing: An Area of Investment for Library and Documentation Professionals.
10. From Marketing to Digital Marketing, Arnaud Dufour.
11. The Librarian–Information Specialist as a “Marketer”: What Skills and Training? Véronique Mesguich.
12. Marketing and Artificial Intelligence, Arnaud Dufour.
Jean-Philippe Accart is a consultant and trainer at JP ACCART Formation Conseil. He has worked in the field of information sciences in France and Switzerland for several decades, with the aim of creating and developing innovative services and sharing his vision for the future of libraries.
