Marketing to Their Needs: Utilizing Empathetic Marketing Techniques in Student Outreach

This article describes empathetic marketing, a new marketing approach that was created by Mark Ingwer and outlined in his 2012 book,  Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers . The authors discuss how this marketing theory can be used by academic librarians to transform their marketing endeavors by presenting library services and resources to students in a way that helps them meet core human emotional needs (control, self-expression, growth, recognition, belonging, and care). The authors also include examples of empathetic marketing from their libraries.