| Personal selling
According to Rowley (1998: n.p), personal selling involves face-to-face interactions with one or more prospective purchasers for the purpose of making sales. This is common within business-to-business marketing transactions. It is especially useful when a detailed explanation is required or when the benefits have to be closely linked to a customer’s needs. In the library and information industry, vehicles include, kiosk sessions at busy spots, specialized offers for information and assistance to class groups, presentations to classes or faculty groups, personal surveys that establish interests, online help, and subject specialists working with faculties.
Sales promotion
Sales promotion, according to Kinnell & MacDougall (1994: 106), consists of short term, attention-getting, incentive schemes such as membership offers, competitions, and free refreshments. Promotional events are also meant to remind people of upcoming events or offer special computer or library services/classes to attract new customers. Examples of these library-vehicles include: special free introductory classes, introductory individualized assistance, free T-shirts or mugs, or a ‘learn from a celebrity’ event.
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