Developing Strategic Marketing Plans That Really Works: A Toolkit for Public Libraries - Couverture souple

Kendrick, Terry

Couverture souple

ISBN 10 : 185604548X ISBN 13 : 9781856045483

Editeur : Facet Publishing, 2006

Synopsis

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 book is structured as follows:

strategic marketing planning for public libraries: an introduction

ambition as the basis for marketing planning

making sense of the market for your public library services

creating segment-specific value propositions for users and non-users

priorities: making sound choices

clear objectives and winning strategies

attention-grabbing marketing communications

implementation and quick progress.

Readership

: 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.

A propos du livre

À propos de l'auteur

Terry Kendrick has over 30 years' experience of delivering information and marketing training courses. Originally qualified as a librarian, Terry runs his own information and marketing training and consultancy company - Information Now Ltd - which was established in 1989. He specialises in strategic marketing planning facilitation and training, strategic risk management, management consultancy skills, internet search techniques and competitive intelligence. In addition to information activities Terry has in the past been Director of the MBA Programme at the University of East Anglia and Director of Executive Education at Leeds University Business School. In his freelance information and marketing activities Terry has worked on projects in over 20 countries. Terry is a CILIP Onsite trainer, presenting a number of tailored programmes for organisations. He has also written articles on marketing planning and is the author of the Facet Publishing book Developing Strategic Marketing Plans That Really Work: A toolkit for public libraries (2006).

Détails de l'édition

• Éditeur: Facet Publishing
• Date d'édition: 2006
• Langue: anglais
• ISBN 10: 185604548X
• ISBN 13: 9781856045483
• Reliure: Broché
• Nombre de pages: 240
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible