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Off to Market We Go: A Content Analysis of Marketing and Promotion Skills in Academic Librarian Job Ads

机译：走向市场：我们在大学图书馆员招聘广告中的营销和促销技巧的内容分析

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摘要

This exploratory study analyzed the presence of marketing and promotional responsibilities and qualifications listed in selected job advertisements for academic librarians. A content analysis was employed to analyze job advertisements for academic librarians who possessed marketing, promotion, public relations, outreach, and liaison skills. Job advertisements were selected from January 2000 to December 2010. A total of 149 advertisements were analyzed. The authors found that promotional responsibilities were advertised across the 10-year period, but marketing responsibilities were not. Prior promotional and marketing experience was not widely required. Some libraries advertised marketing librarian positions with responsibilities such as branding and social networking. The findings from this study may be useful for librarians and those in management positions who are interested in creating positions with promotion and marketing duties as this study outlines job responsibilities and required qualifications.
机译：这项探索性研究分析了市场营销和促销责任以及在为大学图书馆员选择的招聘广告中列出的资格。内容分析用于分析具有营销，促销，公共关系，外展和联络技能的大学图书馆员的招聘广告。从2000年1月至2010年12月，选择了招聘广告。共分析了149个广告。作者发现，促销责任是在整个10年期间宣传的，但营销责任却没有。先前的促销和营销经验并没有被广泛要求。一些图书馆刊登广告宣传市场营销馆员的职位，例如品牌和社交网络。这项研究的结果对于图书馆员和那些对创建具有晋升和市场营销职务的职位感兴趣的管理人员有用，因为该研究概述了工作职责和所需的资格。

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