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ER&L 2015

February 22–25, 2015

Austin, Texas

Visit our "Search the ER&L 2015 Program" page to peruse all the accepted and peer-reviewed sessions for the 10th Anniversary Electronic Resources and Libraries Conference, February 22-25, 2015.

Click to view information about ER&L 2015 Online and Austin registration.


Un-marketing E-resources: Moving from Hard Selling to Relationship Building

Monday, February 23, 2015 at 3:15 PM–4:00 PM CST
Room 204
Conference Track

5. User Experience


community building, electronic resources. promotion, marketing

Learning Objectives

Libraries use the term “marketing” to describe e-resource promotion. Marketing, however, implies a one-way push of information that may seem irrelevant or objectionable to users. The concept of “un-marketing” reframes the conversation around relationship-building whereby libraries listen, engage, build trust, identify user needs, and introduce e-resources more naturally. 


Doralyn Rossmann, Montana State University Library
Kirsten Ostergaard, Montana State University Library