Kirjahaku

Now more than ever, libraries must find ways to engage with their communities in order to demonstrate the value they create and deliver. Engaging your Community through Active Strategic Marketing is a comprehensive resource that provides an overview of best practice strategic marketing, with advice on how to implement effective marketing activities in libraries and information services with the best chance of success. It takes each element of the strategic marketing domain and outlines both current marketing best practice and its detailed application in the library and information sector. It includes a set of tools and techniques to help reflection and progress towards effective marketing. Whether it is raising awareness of resources, increasing library use or demonstrating value, this book will help libraries from all sectors achieve their goals, communicate their benefits and present a clear and consistent image.Coverage includes:strategic marketing planningunderstanding users and potential usersidentifying value and grouping users for marketing activityunderstanding stakeholder management to support marketing activitycrafting messagesidentifying effective marketing channelsdigital marketingevaluating the response to marketing activity.Engaging your Community through Active Strategic Marketing is a must-read for library and information service directors and managers in all sectors. It will also be useful for all library and information professionals interested or involved in the strategic planning or marketing of library services and students of library and information science, particularly those taking library management or marketing modules.

Now more than ever, libraries must find ways to engage with their communities in order to demonstrate the value they create and deliver. Engaging your Community through Active Strategic Marketing is a comprehensive resource that provides an overview of best practice strategic marketing, with advice on how to implement effective marketing activities in libraries and information services with the best chance of success. It takes each element of the strategic marketing domain and outlines both current marketing best practice and its detailed application in the library and information sector. It includes a set of tools and techniques to help reflection and progress towards effective marketing. Whether it is raising awareness of resources, increasing library use or demonstrating value, this book will help libraries from all sectors achieve their goals, communicate their benefits and present a clear and consistent image.Coverage includes:strategic marketing planningunderstanding users and potential usersidentifying value and grouping users for marketing activityunderstanding stakeholder management to support marketing activitycrafting messagesidentifying effective marketing channelsdigital marketingevaluating the response to marketing activity.Engaging your Community through Active Strategic Marketing is a must-read for library and information service directors and managers in all sectors. It will also be useful for all library and information professionals interested or involved in the strategic planning or marketing of library services and students of library and information science, particularly those taking library management or marketing modules.

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 introductionambition as the basis for marketing planningmaking sense of the market for your public library servicescreating segment-specific value propositions for users and non-userspriorities: making sound choicesclear objectives and winning strategiesattention-grabbing marketing communicationsimplementation 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.