Putting Marketing Ideas into Action (Successful Lib Professional Series No. 45004000)

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9781856041829: Putting Marketing Ideas into Action (Successful Lib Professional Series No. 45004000)

Most of the existing literature that could help LIS managers take the first steps into marketing their service, is geared toward profit-making organizations, thus reinforcing the prejudice that marketing is about making money rather than about satisfying customer needs. Many libraries and information units have suffered from the demotivating effects of such misconceptions, and are in danger of missing opportunities to communicate proactively with their customers about what they want from the library service. This introduction to marketing techniques is aimed specifically at the information world, and should enable LIS managers to examine where their service is now, where they would like it to be, and how to start moving in the desired direction. It is designed to serve as a deskbook when help is needed with specific projects. Examining tools such as public relations, advertising, direct mail, exhibitions and websites, it addresses the questions: what is marketing and why should libraries use it?; who are your potential customers?; what do you want to say, and how do you want to say it?; and why should you invest time evaluating your marketing activities? Containing exercises to help with getting started in marketing, the guide offers a hands-on approach. Written in clear language, it interprets the jargon of marketeers and provides examples and case studies relevant to the information provider.

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Know even the first step in developing and implementing a marketing plan? Hart (library supplier marketing manager and consultant) answers this question with this very succinct introduction to marketing techniques specifically aimed at the information world. Key topics nicely summarized include what is marketing and why libraries should do it, knowing the key customers, choosing and reaching these targeted customers, getting a message across, evaluating success, and justifying an investment in marketing. Written primarily for first-time marketers, which probably defines most librarians today, this brief title includes helpful exercises and pragmatically relates the information in numerous case studies involving a typical public library, academic library, special library, and a medical charity library. The overly inflated business marketing genre has thankfully been vastly simplified and interpreted for LIS professionals in this book, which is clearly focused on aiding librarians interested in using these tools to further strengthen their future. However, there is no mention of how to integrate the power of the Internet in a marketing effort, a curious omission in this electronic age of information. Despite this one flaw, this book is highly useful for all libraries.ADale Farris, Groves, TX
Copyright 1999 Reed Business Information, Inc.

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