Marketing concepts for libraries and information services:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Facet
2002
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 224 S. graph. Darst. |
| ISBN: | 1856044262 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804128802223161344 |
|---|---|
| adam_text | Contents
Acknowledgements xi
Introduction xiii
1 What is marketing? 1
Marketing and management 2
Marketing, the librarian and the information professional 3
Marketing and the quality revolution 4
Marketing services 6
What can be marketed? 7
References and further reading 13
2 The corporate mission 15
The need for a mission statement 16
Vision and mission 20
Sample mission statements 21
Corporate and marketing planning the relationship 23
References and further reading 27
3 Marketing strategies for librarians and information
professionals 29
Strategy development 29
Marketing concepts for libraries and information services
Environmental scanning 30
The marketing audit SWOT analysis 38
Portfolio management 40
Product and market strategies 43
Product lifecycle 47
References and further reading 49
4 The marketing mix 51
The four Ps 52
The four Cs 53
Creating the marketing mix 54
Product and service/Customer value 57
Place/User convenience 59
Price/User cost 67
Promotion/User communication 70
References and further reading 77
5 Promotion and public relations 79
Public relations planning 80
Publics 80
Creating awareness 82
AIDA: a communication model 83
Professional co operation and promotion 87
The media 87
Sponsorship 93
Exhibitions 95
Displays 97
Talks and lectures 97
Open days 98
Publications as promotion 99
Annual reports 100
Stationery 101
Recruitment advertisements 101
VI
Contents
Personal selling 101
Direct marketing 102
Press releases and press conferences 106
References and further reading 113
6 Market segmentation 115
Characteristics of segmentation 116
Internet segmentation 117
Methods of segmentation 117
Geographic segmentation 118
Demographic segmentation 118
Geodemographic segmentation 120
Behavioural segmentation 121
Lifestyle segmentation 122
Psychographic segmentation 123
User adoption 126
Creating product differentiation 129
References and further reading 133
7 Marketing in the digital age 136
New roles for librarians and information professionals 136
Marketing libraries and information centres in the digital world 139
Digital mission 141
Digital customers 143
How digital marketing differs from traditional marketing 146
The digital marketing mix 146
Customer relationship management 156
Data mining 160
Digital legislation 162
Costs 163
Stickiness 164
References and further reading 164
VII
Marketing concepts for libraries and information services
8 Marketing research and market research 167
Understanding marketing research 168
Planning marketing research 172
Market research techniques 176
References and further reading 183
9 Corporate identity and corporate image 184
The importance of corporate identity and corporate image 185
Core values 185
Corporate identity 186
Identity crisis? 188
Corporate identity strategy 189
What s in a name? 192
Design 194
Typefaces 195
Logos 196
Uniforms or workwear 198
Lessons from the marketplace 199
The ACID test 200
References and further reading 200
10 The marketing plan 203
Preparing the plan 204
Ownership 205
Gaining acceptance 205
Audience 206
Timescales 207
The planning process 207
Presenting the plan 209
Contents 209
Finally 217
References and further reading 217
Index 219
VIII
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| indexdate | 2024-07-09T18:55:02Z |
| institution | BVB |
| isbn | 1856044262 |
| language | English |
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| spelling | De Sáez, Eileen Elliott Verfasser aut Marketing concepts for libraries and information services Eileen Elliott de Sáez 2. ed. London Facet 2002 XVI, 224 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Bibliothek (DE-588)4006439-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Informationseinrichtung (DE-588)4161667-4 gnd rswk-swf Informations- und Dokumentationseinrichtung (DE-588)4027869-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Informationseinrichtung (DE-588)4161667-4 s DE-604 Bibliothek (DE-588)4006439-6 s DE-188 Informations- und Dokumentationseinrichtung (DE-588)4027869-4 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009549426&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | De Sáez, Eileen Elliott Marketing concepts for libraries and information services Bibliothek (DE-588)4006439-6 gnd Marketing (DE-588)4037589-4 gnd Informationseinrichtung (DE-588)4161667-4 gnd Informations- und Dokumentationseinrichtung (DE-588)4027869-4 gnd |
| subject_GND | (DE-588)4006439-6 (DE-588)4037589-4 (DE-588)4161667-4 (DE-588)4027869-4 |
| title | Marketing concepts for libraries and information services |
| title_auth | Marketing concepts for libraries and information services |
| title_exact_search | Marketing concepts for libraries and information services |
| title_full | Marketing concepts for libraries and information services Eileen Elliott de Sáez |
| title_fullStr | Marketing concepts for libraries and information services Eileen Elliott de Sáez |
| title_full_unstemmed | Marketing concepts for libraries and information services Eileen Elliott de Sáez |
| title_short | Marketing concepts for libraries and information services |
| title_sort | marketing concepts for libraries and information services |
| topic | Bibliothek (DE-588)4006439-6 gnd Marketing (DE-588)4037589-4 gnd Informationseinrichtung (DE-588)4161667-4 gnd Informations- und Dokumentationseinrichtung (DE-588)4027869-4 gnd |
| topic_facet | Bibliothek Marketing Informationseinrichtung Informations- und Dokumentationseinrichtung |
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