Schweitzer Fachinformationen
Wenn es um professionelles Wissen geht, ist Schweitzer Fachinformationen wegweisend. Kunden aus Recht und Beratung sowie Unternehmen, öffentliche Verwaltungen und Bibliotheken erhalten komplette Lösungen zum Beschaffen, Verwalten und Nutzen von digitalen und gedruckten Medien.
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:
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.
Terry Kendrick has over 30 years' experience of delivering information and marketing training courses. Originally qualified as a librarian, Terry has run 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 Developing Strategic Marketing Plans That Really Work: A toolkit for public libraries (2006).
Figures
Tables
Introduction
1. The need for a professional approach to engagement
2. Strategic marketing planning for engagement
3. Ambition: the basis for all activity
4. Understanding users and potential users
5. Identifying value and segmentation
6. Managing stakeholder engagement
7. Making choices and creating engaging offers
8. Crafting engaging messages
9. Effective marketing channels for engaging messages
10. Digital channels and engagement
11. Evaluating the response to engagement activity
12. How to give marketing and engagement the best chance of success
References
Recommended reading
Index
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