CEC Theses and Dissertations

Title

Marketing the Learning resources Center at South Florida Community College: A Business Approach

Date of Award

1991

Document Type

Dissertation

Degree Name

Doctor of Science

Department

Center for Computer-Based Learning

Advisor

Marlyn Kemper Littman

Committee Member

Gerorge K. Fornshell

Committee Member

John Kingsbury

Abstract

Administrators in many community college libraries must deal with dwindling funds, rising costs of materials, and staff shortages. The increased pressures and competition that result from outside Forces (technological innovations, networks, user demands, and the increased information requirements of the 19905) compel library professionals to rethink their position in today's world. With the library no longer perceived as an information monopoly, the need for that institution is being questioned. The Learning Resources Center of South Florida Community College (LRC/SFCC) is among community college libraries with an uncertain future. To survive and prosper, strategic management, planning, marketing, and public relations must play an essential part in this future. By conducting a four-month marketing campaign from May-August 1990, the LRC/SFCC demonstrated the value of such strategies for increasing knowledge and usage of its resources and services.

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