Marketing

by Walters, Suzanne

• ISBN13: 9781555700959
• ISBN10: 1555700950
• Format: Paperback
• Copyright: 1992-08-01
• Publisher: Neal Schuman Pub

Summary

Any provider of products or services should be engaged in marketing. But how can marketing be used most effectively by libraries? The process is made simple in this indispensable guide which begins with the principles of marketing and covers the basic concepts of product, pricing, placement, and promotion in the library world. Subsequent chapters deal with market research, customer service, merchandising, strategic market planning, marketing and fundraising, and marketing and political issues.

Table of Contents

Introduction
Developing a Plan	p. 1
The Planning Process	p. 4
Market Research	p. 15
Goals and Objectives	p. 24
Positioning the Library	p. 29
Marketing Strategies	p. 37
The Four P's: Product, Place, Price, and Promotion	p. 37
Marketing Tactics	p. 51
Public Relations	p. 51
Advertising	p. 56
Direct Mail	p. 61
Telemarketing	p. 62
Evaluation	p. 69
A Sample Marketing Plan	p. 77
Worksheets	p. 87
Bibliography	p. 99
Index	p. 101
Table of Contents provided by Blackwell. All Rights Reserved.