Future-Driven Library Marketing

by Weingand, Darlene E.

• ISBN13: 9780838907351
• ISBN10: 0838907350
• Format: Paperback
• Copyright: 1998-08-01
• Publisher: Amer Library Assn

Summary

Future-Driven Library Marketing: Vision, Partnerships, Strategies goes much farther than traditional marketing. It offers a unique and practical program to position and market the library as the choice information provider to all of its customers. Author of the critically acclaimed Customer Service Excellence: A Concise Guide for Librarians (1996), Darlene Weingand suggests that the best strategies to market the library are future-driven -- ones that position the library and its products and services for success, no matter what the future holds. The success of a library depends more than ever on the choices librarians make when it comes to selecting and promoting information products and services; determining distribution channels for service delivery; and choosing marketing strategies that reach library customers. Future-Driven Library Marketing not only helps with making the fight choices, but also combines cutting-edge marketing strategies with future-driven planning tips. You'll learn such skills as: -- Making a futures screen using the Delphi method -- Identifying future products through scenario building -- Using decision trees to determine distribution of library services Included in Future-Driven Library Marketing is an annotated bibliography which lists excellent resources for future-driven marketing and planning. No matter what the size or type of your library, you will want to use this valuable tool in planning your marketing strategy -- for now and in the future.

Table of Contents

Figures	v	(2)
Introduction: Partnerships between Marketing and Futures Strategies	vii
1 "Marketing 101": The Foundation of It All	1	(16)
2 Futuring and Futurists: Working toward a Preferred Future for Libraries	17	(12)
3 Visioning: Creating Tomorrow's Mission	29	(18)
4 The Marketing Audit: Using Systems Analysis to Inform Market Research	47	(15)
5 Making a Futures Screen: Using the Delphi Method	62	(17)
6 Using Scenarios: Identifying Future Products	79	(17)
7 Cost-Benefit Analysis: Using Trend Extrapolation and Cross-Impact Analysis	96	(16)
8 Distribution in an Electronic World: Using Decision Trees	112	(15)
9 Promotion: Using Emerging Avenues of Communication	127	(13)
10 Evaluation: Using Simulation Gaming	140	(20)
11 Learning to Live in the Twenty-First Century: The Future Starts Now!	160	(19)
Further Reading	179	(4)
Index	183