Marketing/planning library and information services:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Littleton, Colo.
Libraries Unlimited
1987
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 152 S. |
| ISBN: | 0872875164 |
Internformat
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| 650 | 4 | |a Documentation, Services de - Planification | |
| 650 | 4 | |a Relations publiques - Documentation, Services de | |
| 650 | 4 | |a Advertising |x Information services | |
| 650 | 4 | |a Advertising |x Libraries | |
| 650 | 4 | |a Information services |x Marketing | |
| 650 | 4 | |a Information services |x Planning | |
| 650 | 4 | |a Information services |x Public relations | |
| 650 | 4 | |a Libraries |x Marketing | |
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Datensatz im Suchindex
| _version_ | 1804116586806640640 |
|---|---|
| adam_text | CONTENTS
Illustrations xi
Introduction xiii
PART 1
FOUNDATIONS
1. The Nature of Marketing 3
Marketing and Information Management 3
Marketing —A Definition 5
The Marketing Mix 6
Prelude The Marketing Audit 6
Product 7
Price 7
Place/Distribution 8
Promotion/Communication 8
Postlude The Evaluation 9
Conclusion 9
Notes 1°
2. The Philosophy of Planning 11
Planning —A Proactive Guide to Excellence in Management 12
Staff Time A Primary Resource 13
The Relationship between What Is and What Could Be 14
Notes 15
v
vi / Contents
3. Systematic Planning and Marketing: Correlation 16
The Logic of Convergence 16
The Structure of Merging 17
Notes 20
PART 2
DESIGNING THE SYSTEM
4. Creating the Planning Team 23
Why Use the Team Approach? 23
General Concepts for Success 24
Administrative Supports 24
Composition of the Team 25
The Schedule of Work . 26
Building Team Behavior 27
Two Types of Group Process 27
Putting Ideas into Action 28
A Final Word .29
Scenarios for Further Thought 29
Notes 30
5. The Mission: Why Exist? .31
Attributes of the Mission and Role Statements .31
Creating the Mission and Role Statements .... 33
Recap—No One Right Way ... 34
Scenarios for Further Thought 35
Notes 35
6. The Marketing Audit: Assessing Needs and Capabilities 36
The Marketing Audit as the Umbrella .37
Components of the Marketing Audit 38
The External Environment 38
The Internal Environment .41
The Organizational Marketing System 42
Organizaf.onal Activity Analysis ... 44
The Procedure for Conducting a Marketing Audit 45
Scenarios for Further Thought 47
Notes 48
Contents / vii
7. Setting Goals: Where Should the Information Service
Be Heading? 49
The Semantics of Goal Setting 49
Types of Goals 50
Product Management Goals 50
Resource Management Goals 51
Administrative Goals 52
The Futures Screens 53
Summary —The Process 53
Scenarios for Further Thought 54
Notes 55
( 8.J The Product: Heart of the System 56
^ ^ The Product Approach in an Information World 57
A Unique Producer — The Information Agency 58
The Product Circles within Circles 59
Levels of Product Analysis 62
Product Design 63
A Model for Product Analysis 63
The Relevance of Innovation Theories 65
New Product Development 65
The Product Life Cycle 70
Scenarios for Further Thought 71
Notes 71
9. The Price: What Is the Cost? 73
Definition of Price 73
The Structure—Program Budgeting 74
Fixed and Variable Costs 75
Impact 75
Cost/Benefit Analysis 75
Direct Costs 76
New Personnel 76
The 4Ps 76
New Supplies 76
Personnel 77
Indirect Costs 79
To Be or Not to Be The Profit Motive 79
Intangibles The Subjective Factors 80
Pricing versus Anticipated Demand 81
The Bottom Line Selecting the Pricing Objective 82
Setting Service Priorities 82
Scenarios for Further Thought 83
Notes 84
viii / Contents
10. Objectives: How to Get There 85
The Anatomy of Objectives. 85
Objectives A Clear Road Map into the Future 86
Stages of the Process • 89
Preliminary Development of Objectives 89
Tentative Selection of Objectives 89
Revised Objectives 89
Final Objectives 89
Checkpoint Questions 90
Synthesis of Product and Price 90
The Importance of Process Evaluation 91
Summary—Objectives as Milestones 91
Scenarios for Further Thought 92
Notes 93
11. The Place: Distribution of the Product 94
Place/Distribution A First Cut 94
The Channel Paradigm • 94
Distribution Decisions 95
The Impact of Change. • 95
Back to Basics Designing the Channels of Distribution. 96
The Marketing Audit 96
Correlation with the Planning Process 97
Distribution Decision Factors 98
Quality of Service 98
Time, Convenience, and Resource Allocation 99
Priorities and Planning. 100
Human Resource Intermediaries 101
User Convenience—Number and Location of Outlets 102
Format and Technological Delivery 103
Innovation and Change 105
The Finite Life Cycle 106
Positioning 106
Distribution—Placing the Product 107
Scenarios for Further Thought 108
Notes 108
12. Promotion: Developing Effective Communication 110
A New Look at Promotion 111
The Foundation —Communication 112
The Structure—The Planning Process 114
Designing the Public Information Plan 114
The Importance of Administrative Supports. 116
Additional Promotional Strategies 116
Scenarios for Further Thought 117
Notes 118
Contents / ix
13. Action Strategies: The Plan of Work 119
The Staircase Concept in Planning 119
The Manner of Movement 120
Critical Ingredients 121
Criteria for Evaluation 122
Three Basic Criteria 122
Internal Consistency 123
Consistency with the External Environment 123
Appropriateness in View of Resources 124
Acceptable Degree of Risk 124
Appropriate Timetable 124
Workability 124
The Process of Developing Action Strategies 125
Scenarios for Further Thought 126
Notes 127
14. Evaluation: A Two Pronged Activity 128
Attributes of Evaluation 129
Process (Formative) Evaluation 129
Final (Summative) Evaluation 131
The Anatomy of Evaluation 131
Between Major Planning Surges 132
In a Nutshell 134
Scenarios for Further Thought 134
Notes 135
PART 3
EPILOGUE
15. Present Success and Future Survival 139
Turning Negatives into Positives —The Traps to Be Avoided 139
Looking through the Rear View Mirror 142
Notes 142
Bibliography 143
Index 149
ILLUSTRATIONS
Tables
8.1 Screening Form for Product Ideas 67 68
Figures
1.1 Marketing: the exchange relationship 4
3.1 The merging of Systems 17
3.2 The combined planning and marketing Systems 19
4.1 Categories for membership on the planning team 26
6.1 Data collection relationships 37
8.1 Some information agency products 59
8.2 Product definitions 60
8.3 The three dimensional product mix 61
8.4 The relationship between products and target markets 64
8.5 The relationship between proposed products and
consumer demand 69
8.6 The product life cycle 70
9.1 Sample time log 78
10.1 Examples of goals and objectives 87
10.2 The juggling of objectives in planning 88
10.3 Objectives as milestones in planning 92
12.1 Flow of the communication process 113
13.1 The staircase concept in planning 120
xi
|
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| language | English |
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| physical | XVI, 152 S. |
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| spelling | Weingand, Darlene E. Verfasser aut Marketing/planning library and information services Littleton, Colo. Libraries Unlimited 1987 XVI, 152 S. txt rdacontent n rdamedia nc rdacarrier Bibliothèques - Planification Bibliothèques - Relations publiques Documentation, Services de - Planification Relations publiques - Documentation, Services de Advertising Information services Advertising Libraries Information services Marketing Information services Planning Information services Public relations Libraries Marketing Libraries Public relations Library planning Marketinginformationssystem (DE-588)4140243-1 gnd rswk-swf Informationssystem (DE-588)4072806-7 gnd rswk-swf Bibliotheksplanung (DE-588)4145272-0 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Bibliothek (DE-588)4006439-6 gnd rswk-swf Bibliothek (DE-588)4006439-6 s Informationssystem (DE-588)4072806-7 s Bibliotheksplanung (DE-588)4145272-0 s DE-604 Öffentlichkeitsarbeit (DE-588)4043188-5 s Marketinginformationssystem (DE-588)4140243-1 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=001398638&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Weingand, Darlene E. Marketing/planning library and information services Bibliothèques - Planification Bibliothèques - Relations publiques Documentation, Services de - Planification Relations publiques - Documentation, Services de Advertising Information services Advertising Libraries Information services Marketing Information services Planning Information services Public relations Libraries Marketing Libraries Public relations Library planning Marketinginformationssystem (DE-588)4140243-1 gnd Informationssystem (DE-588)4072806-7 gnd Bibliotheksplanung (DE-588)4145272-0 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Bibliothek (DE-588)4006439-6 gnd |
| subject_GND | (DE-588)4140243-1 (DE-588)4072806-7 (DE-588)4145272-0 (DE-588)4043188-5 (DE-588)4006439-6 |
| title | Marketing/planning library and information services |
| title_auth | Marketing/planning library and information services |
| title_exact_search | Marketing/planning library and information services |
| title_full | Marketing/planning library and information services |
| title_fullStr | Marketing/planning library and information services |
| title_full_unstemmed | Marketing/planning library and information services |
| title_short | Marketing/planning library and information services |
| title_sort | marketing planning library and information services |
| topic | Bibliothèques - Planification Bibliothèques - Relations publiques Documentation, Services de - Planification Relations publiques - Documentation, Services de Advertising Information services Advertising Libraries Information services Marketing Information services Planning Information services Public relations Libraries Marketing Libraries Public relations Library planning Marketinginformationssystem (DE-588)4140243-1 gnd Informationssystem (DE-588)4072806-7 gnd Bibliotheksplanung (DE-588)4145272-0 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Bibliothek (DE-588)4006439-6 gnd |
| topic_facet | Bibliothèques - Planification Bibliothèques - Relations publiques Documentation, Services de - Planification Relations publiques - Documentation, Services de Advertising Information services Advertising Libraries Information services Marketing Information services Planning Information services Public relations Libraries Marketing Libraries Public relations Library planning Marketinginformationssystem Informationssystem Bibliotheksplanung Öffentlichkeitsarbeit Bibliothek |
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