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Increased diversity, demographics, and population shifts in higher education have led many academic libraries to reexamine their marketing efforts and adopt strategies that promote relationships and inclusivity. This requirement has become more prominent among libraries serving a highly diverse user community, particularly in a more racially and ethnically diverse campus. Adopting a marketing model that cultivates more meaningful long-term relationships with customers ensures long-term satisfaction and loyalty to the library brand. Using marketing and promotional examples from the James White Library, this article addresses the academic library’s relationship marketing strategy in an increasingly multicultural higher education environment.

Increasing Patron’s Outreach and Engagement through Relationship Marketing: A Case Study