The library marketing toolkit:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Facet
2012
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 218 S. Ill. |
| ISBN: | 9781856048064 1856048063 |
Internformat
MARC
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| 245 | 1 | 0 | |a The library marketing toolkit |c Ned Potter |
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Datensatz im Suchindex
| _version_ | 1804148923552497664 |
|---|---|
| adam_text | IMAGE 1
CONTENTS
ACKNOWLEDGEMENTS XI
INTRODUCTION XIII
ABOUT MARKETING XIII
ABOUT THIS BOOK XV
1 SEVEN KEY CONCEPTS FOR MARKETING LIBRARIES 1
THE SEVEN CONCEPTS 1
ANCHORING THESE IDEAS IN MARKETING THEORY 7
2 STRATEGIC MARKETING 11
THE MARKETING CYCLE 11
1: DECIDE ON YOUR GOALS 16
2: MARKET RESEARCH 17
3: SEGMENTATION 27
4: SET OBJECTIVES 30
5: PROMOTIONAL ACTIVITIES 30
6: MEASUREMENT 30
7: EVALUATION 34
8: MODIFICATION 34
DEVELOPING A MARKETING PLAN 34
3 THE LIBRARY BRAND 37
QUICK DEFINITIONS 37
WHAT IS LIBRARY BRANDING? 38
VISUAL IDENTITY 40
MERCHANDISE 52
SLOGANS 57
BRANDING AND MARKETING A CONVERGED LIBRARY AND IT SERVICE 60
IMAGE 2
THE LIBRARY MARKETING TOOLKIT
4 MARKETING AND THE LIBRARY BUILDING 65
LIBRARY DESIGN 65
SIGNS AND DISPLAYS 69
MARKETING THE LIBRARY AS SPACE 71
5 AN INTRODUCTION TO ONLINE MARKETING ...79
THE LIBRARY WEBSITE 79
SEARCH ENGINE OPTIMIZATION (SEO) 81
MOBILE WEBSITES 83
E-MAIL 88
6 MARKETING WITH SOCIAL MEDIA 91
DO YOUR PATRONS USE SOCIAL MEDIA? 91
GENERAL PRINCIPLES OF MARKETING WITH SOCIAL MEDIA 92 TWITTER 99
FACEBOOK 107
BLOGS AND BLOGGING 113
TUMBLR 115
GOOGLE+ 116
LINKEDLLN 116
CONCLUSION 117
7 MARKETING WITH NEW TECHNOLOGIES 119
QUICK DEFINITIONS 119
VIDEO MARKETING 121
IMAGE SHARING 124
QR CODES 124
GEOLOCATIONAL APPS 127
WEB 2.0 CATALOGUES AND LIVE CHAT 130
PODCASTS 133
WIKIS 134
SLIDE SHARING 134
VIRAL MARKETING 135
TECHNOLOGY AND TEENAGERS 136
8 MARKETING AND PEOPLE 139
COLLABORATING WITH PEOPLE 139
REACHING PEOPLE 146
VIII
IMAGE 3
CONTENTS
9 INTERNAL MARKETING 153
THE IMPORTANCE OF INTERNAL MARKETING 153
MARKETING TO INTERNAL STAKEHOLDERS 154
MARKETING WITH INTERNAL STAKEHOLDERS: CO-OPERATIVE PROMOTION....165
10 LIBRARY ADVOCACY AS MARKETING 169
NATIONAL CAMPAIGNS AND LOCAL MARKETING 169
PROMOTING YOUR LIBRARY IN RESPONSE TO CRITICISM OF LIBRARIES IN GENERAL
170
ADVOCACY, PROMOTION AND POSITIVE MESSAGES 171
THE LIBRARY MEDIA NARRATIVE 174
TROJAN HORSE ADVOCACY 175
11 MARKETING SPECIAL COLLECTIONS AND ARCHIVES 177 INTRODUCTION 177
ACCESS, ACCESS, ACCESS: MARKETING DIGITAL COLLECTIONS 180 GENEALOGY 185
TAILORING YOUR MARKETING TO FIT THE CULTURAL LANDSCAPE 186 MOUNTING AND
PROMOTING A MORE TRADITIONAL EXHIBITION 188 LEARNING FROM MUSEUMS 189
CROWDSOURCING 190
MARKETING AUDIOVISUAL MATERIALS 193
A FINAL WORD ON MARKETING LIBRARIES 195
APPENDIX: GLOSSARY OF WEB 2.0 TOOLS AND PLATFORMS 197 REFERENCES 201
INDEX 205
|
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| indexdate | 2024-07-10T00:14:51Z |
| institution | BVB |
| isbn | 9781856048064 1856048063 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024810030 |
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| physical | XXII, 218 S. Ill. |
| publishDate | 2012 |
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| spelling | Potter, Ned 1980- Verfasser (DE-588)117071157X aut The library marketing toolkit Ned Potter 1. publ. London Facet 2012 XXII, 218 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Bibliothek (DE-588)4006439-6 gnd rswk-swf Libraries / Marketing (DE-588)4151278-9 Einführung gnd-content Bibliothek (DE-588)4006439-6 s Marketing (DE-588)4037589-4 s DE-604 Erscheint auch als Online-Ausgabe 978-1-85604-889-7 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024810030&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Potter, Ned 1980- The library marketing toolkit Marketing (DE-588)4037589-4 gnd Bibliothek (DE-588)4006439-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4006439-6 (DE-588)4151278-9 |
| title | The library marketing toolkit |
| title_auth | The library marketing toolkit |
| title_exact_search | The library marketing toolkit |
| title_full | The library marketing toolkit Ned Potter |
| title_fullStr | The library marketing toolkit Ned Potter |
| title_full_unstemmed | The library marketing toolkit Ned Potter |
| title_short | The library marketing toolkit |
| title_sort | the library marketing toolkit |
| topic | Marketing (DE-588)4037589-4 gnd Bibliothek (DE-588)4006439-6 gnd |
| topic_facet | Marketing Bibliothek Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024810030&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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