Came across this via Facebook (a friend of the author posted this))

http://www.emeraldinsight.com/journals.htm?articleid=1907193

Title: What are we really doing to market electronic resources?
Author(s): Marie Kennedy, (William H. Hannon Library, Loyola Marymount

 Purpose – This paper aims to identify which marketing activities libraries are using to promote electronic resources and to examine how libraries are measuring the successes or failures of their marketing plans.