CHI TIẾT NGHIÊN CỨU …

Tiêu đề

Word-of-mouth marketing using peer tutors

Tác giả

Millet M.S.; Chamberlain C.

Năm xuất bản

2007

Source title

Serials Librarian

Số trích dẫn

DOI

10.1300/J123v53n03_07

Liên kết

https://www.scopus.com/inward/record.uri?eid=2-s2.0-67650090515&doi=10.1300%2fJ123v53n03_07&partnerID=40&md5=8c35ace09af987813ed2b8959fb7c5d5

Tóm tắt

Increasingly college students are utilizing the Internet and free Web resources for their research. As libraries continue to change to meet this new paradigm, they often embrace business models of marketing and advertising. In order to reach Trinity University students and increase usage of electronic resources, while also advertising important new services, librarians formed a partnership with peer tutors on campus. These peer tutors are consistently some of the most conscientious and brightest students on campus, and their opinions matter more to new first-year students than those of librarians or other authority figures. The partnership resulted in increased use of resources and gave librarians a chance to create relationships with students. This article explores the benefits of word-of-mouth marketing on a small, liberal arts campus and includes literature related to other peer-teaching scenarios and marketing through word-of-mouth. © 2007 by The Haworth Press. All rights reserved.

Từ khóa

Electronic resources; Marketing; Peer-teaching

Tài liệu tham khảo

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