Developing strategic marketing plans that really work: a toolkit for public libraries
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| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London
Facet
2006
|
| Subjects: | |
| Online Access: | BSB01 UBG01 Volltext Volltext Inhaltsverzeichnis |
| Item Description: | Description based on print version record. - Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002 Title from publisher's bibliographic system (viewed on 05 Jul 2018) |
| Physical Description: | 1 Online-Ressource (xii, 225 Seiten) Illustrationen |
| ISBN: | 9781856049856 |
| DOI: | 10.29085/9781856049856 |
Staff View
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| 505 | 8 | |a "Public libraries are increasingly aware of the need for good marketing. Underlying this is a need for competence in marketing planning. Many government and other reports stress the need to get public libraries back into the lives of their users and potential users and this requires significant marketing effort. However, it quickly becomes apparent to public librarians that marketing is far more than simply creating a set of leaflets for their marketing communications. What they need is a simple, practical guide to the whole marketing planning process from goals to implementation of marketing strategies and communications. And along the way they need to troubleshoot the barriers that such activities meet." "This highly practical and down-to-earth book, with free downloadable templates and forms on the web, will de-mystify the marketing planning process and set it in the context of modern public library services. Through a series of easy to implement process steps and ideas the reader will see not just what is possible but what is likely to work quickly, and deliver real impact on performance indicators, in a public library context." "The text is fully international in scope and is written for all those practitioners who recognize the importance of marketing in shaping and positively influencing the direction of public library services."--BOOK JACKET. | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Acknowledgements ix
Introduction xi
1 Strategic marketing planning for public libraries: an
introduction 1
You are almost certainly doing marketing already 2
It is time for even more professional marketing of public
libraries 2
The challenges of marketing public libraries 4
How can we make sense of marketing for public
libraries? 5
Marketing planning to help public libraries prosper 7
An effective marketing planning process for public
libraries 9
What sort of process is marketing planning? 13
2 Ambition as the basis for marketing planning 17
Key dimensions of public library ambition 18
How to write a statement of ambition for your
public library 22
vi Developing strategic marketing plans that really work
3 Making sense of the market for public
library services 27
Defining the marketplace 28
Understanding your existing users 29
Market research as a source of information for your
marketing plan 31
A marketing audit 31
Who is the real customer? 32
Understanding non-users 34
Collecting information 36
How can I create the information base? 37
What information is already available? 38
Community profiling 39
Survey research 44
Qualitative information for marketing planning in
public libraries 49
Focus groups 50
Surveys for collecting qualitative information 54
User satisfaction research 55
Unobtrusive testing or mystery shopping 59
Understanding your competition 61
The wider planning context 65
4 Creating segment-specific value propositions for users
and non-users 68
Options for segmenting library users 69
Effective segmentation 74
Value propositions by segment 76
Creating personas to make segmentation data
individual and vivid 81
5 Priorities: making sound choices 83
A general SWOT analysis 84
Prioritizing opportunities and threats 85
A multitude of priorities 88
Contents vii
The directional policy matrix as a prioritization tool 90
Plotting segments on the DPM 94
Using the DPM plots to consider marketing
strategy 102
6 Clear objectives and winning strategies 1O6
Marketing objectives 106
Marketing strategies 108
Strategies for internal marketing to stakeholders 109
Marketing strategies for users and non-users 111
Creating the offers for users and non-users 115
Relationship marketing as a strategy 121
Finalizing the offer for specific segments 124
Some other aspects of marketing strategy for public
libraries 125
7 Attention-grabbing marketing communications 137
Successful communications 137
Addressing users, non-users and stakeholders 138
Communications to support retention and
acquisition strategies 139
Developing a contact management strategy 142
The marketing dialogue 144
Public relations, personal selling and
sales promotions 145
Communications strategy 147
Making an impact 150
Return on marketing communications investment 153
Will users and non-users respond to library
communications? 155
Marketing communications at different stages of the
user life cycle 156
Producing marketing communications materials 159
Create a media kit 160
Writing copy for your marketing communications 162
viii Developing strategic marketing plans that really work
Using a call centre 164
Your website as a marketing communication 164
Promotional activity 165
8 Implementation and quick progress 168
Barriers to implementation 168
Managing team and user expectations 170
Managing implementation risks 172
Action plan 1 74
Resource plan 1 75
Control and monitoring 1 76
A new library as part of your marketing plan 177
Evaluation of marketing effort 178
Quick progress 184
Staffing for marketing planning and its
implementation 190
A final word 192
Appendix
Twenty fast-track templates 195
Select bibliography
Process of marketing planning 217
Strategic marketing planning in libraries 218
Index 219
|
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| author | Kendrick, Terry |
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| contents | "Public libraries are increasingly aware of the need for good marketing. Underlying this is a need for competence in marketing planning. Many government and other reports stress the need to get public libraries back into the lives of their users and potential users and this requires significant marketing effort. However, it quickly becomes apparent to public librarians that marketing is far more than simply creating a set of leaflets for their marketing communications. What they need is a simple, practical guide to the whole marketing planning process from goals to implementation of marketing strategies and communications. And along the way they need to troubleshoot the barriers that such activities meet." "This highly practical and down-to-earth book, with free downloadable templates and forms on the web, will de-mystify the marketing planning process and set it in the context of modern public library services. Through a series of easy to implement process steps and ideas the reader will see not just what is possible but what is likely to work quickly, and deliver real impact on performance indicators, in a public library context." "The text is fully international in scope and is written for all those practitioners who recognize the importance of marketing in shaping and positively influencing the direction of public library services."--BOOK JACKET. |
| ctrlnum | (ZDB-20-CBO)CR9781856049856 (OCoLC)869282479 (DE-599)BVBBV043038968 |
| dewey-full | 025.1974 |
| dewey-hundreds | 000 - Computer science, information, general works |
| dewey-ones | 025 - Operations of libraries and archives |
| dewey-raw | 025.1974 |
| dewey-search | 025.1974 |
| dewey-sort | 225.1974 |
| dewey-tens | 020 - Library and information sciences |
| discipline | Allgemeines |
| doi_str_mv | 10.29085/9781856049856 |
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| spelling | Kendrick, Terry Verfasser aut Developing strategic marketing plans that really work a toolkit for public libraries Terry Kendrick London Facet 2006 1 Online-Ressource (xii, 225 Seiten) Illustrationen txt rdacontent c rdamedia cr rdacarrier Description based on print version record. - Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002 Title from publisher's bibliographic system (viewed on 05 Jul 2018) "Public libraries are increasingly aware of the need for good marketing. Underlying this is a need for competence in marketing planning. Many government and other reports stress the need to get public libraries back into the lives of their users and potential users and this requires significant marketing effort. However, it quickly becomes apparent to public librarians that marketing is far more than simply creating a set of leaflets for their marketing communications. What they need is a simple, practical guide to the whole marketing planning process from goals to implementation of marketing strategies and communications. And along the way they need to troubleshoot the barriers that such activities meet." "This highly practical and down-to-earth book, with free downloadable templates and forms on the web, will de-mystify the marketing planning process and set it in the context of modern public library services. Through a series of easy to implement process steps and ideas the reader will see not just what is possible but what is likely to work quickly, and deliver real impact on performance indicators, in a public library context." "The text is fully international in scope and is written for all those practitioners who recognize the importance of marketing in shaping and positively influencing the direction of public library services."--BOOK JACKET. Bibliothèques publiques / Marketing Bibliothèques publiques / Relations publiques Public libraries / Marketing fast Public libraries / Public relations fast LANGUAGE ARTS & DISCIPLINES / Library & Information Science / General bisacsh Public libraries Marketing Public libraries Public relations Erscheint auch als Druck-Ausgabe 978-1-85604-548-3 Erscheint auch als Druck-Ausgabe Kendrick, Terry Developing strategic marketing plans that really work 978-1-85604-548-3 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=689825 Aggregator Volltext https://doi.org/10.29085/9781856049856 Verlag URL des Erstveröffentlichers Volltext HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028463614&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kendrick, Terry Developing strategic marketing plans that really work a toolkit for public libraries "Public libraries are increasingly aware of the need for good marketing. Underlying this is a need for competence in marketing planning. Many government and other reports stress the need to get public libraries back into the lives of their users and potential users and this requires significant marketing effort. However, it quickly becomes apparent to public librarians that marketing is far more than simply creating a set of leaflets for their marketing communications. What they need is a simple, practical guide to the whole marketing planning process from goals to implementation of marketing strategies and communications. And along the way they need to troubleshoot the barriers that such activities meet." "This highly practical and down-to-earth book, with free downloadable templates and forms on the web, will de-mystify the marketing planning process and set it in the context of modern public library services. Through a series of easy to implement process steps and ideas the reader will see not just what is possible but what is likely to work quickly, and deliver real impact on performance indicators, in a public library context." "The text is fully international in scope and is written for all those practitioners who recognize the importance of marketing in shaping and positively influencing the direction of public library services."--BOOK JACKET. Bibliothèques publiques / Marketing Bibliothèques publiques / Relations publiques Public libraries / Marketing fast Public libraries / Public relations fast LANGUAGE ARTS & DISCIPLINES / Library & Information Science / General bisacsh Public libraries Marketing Public libraries Public relations |
| title | Developing strategic marketing plans that really work a toolkit for public libraries |
| title_auth | Developing strategic marketing plans that really work a toolkit for public libraries |
| title_exact_search | Developing strategic marketing plans that really work a toolkit for public libraries |
| title_full | Developing strategic marketing plans that really work a toolkit for public libraries Terry Kendrick |
| title_fullStr | Developing strategic marketing plans that really work a toolkit for public libraries Terry Kendrick |
| title_full_unstemmed | Developing strategic marketing plans that really work a toolkit for public libraries Terry Kendrick |
| title_short | Developing strategic marketing plans that really work |
| title_sort | developing strategic marketing plans that really work a toolkit for public libraries |
| title_sub | a toolkit for public libraries |
| topic | Bibliothèques publiques / Marketing Bibliothèques publiques / Relations publiques Public libraries / Marketing fast Public libraries / Public relations fast LANGUAGE ARTS & DISCIPLINES / Library & Information Science / General bisacsh Public libraries Marketing Public libraries Public relations |
| topic_facet | Bibliothèques publiques / Marketing Bibliothèques publiques / Relations publiques Public libraries / Marketing Public libraries / Public relations LANGUAGE ARTS & DISCIPLINES / Library & Information Science / General Public libraries Marketing Public libraries Public relations |
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