Combine marketing and strategic planning techniques to make your
library more successful!
With cutting-edge research studies as well as theoretical chapters
that have not been seen before in the marketing literature for LIS,
this book examines the current and quite limited state of marketing
by LIS practitioners and institutions. It provides you with
examples of how marketing can be made more widely applicable within
LIS and illustrates some of the usefulness of marketing in special
LIS settings and contexts. The book explains how and why managers
should combine marketing strategy with strategic planning and
demonstrates the means by which LIS could move toward a more
full-fledged use of marketing--relationship marketing and social
marketing in particular.
In order to be a more effective tool, Strategic Marketing in
Library and Information Science is divided into two sections: "The
Basis and Context for Marketing" (theoretical information) and "The
Application of Marketing" (practical applications that you can put
to use in your institution). Chapters cover: existing literature on
marketing in LIS--what it has to offer and what it lacks strategic
planning that must take place before marketing money is spent the
branding process and how it can be helpful in LIS marketing a
marketing method for bridging the gap between staffing needs and
the current shortage of librarians a way to use relationship
marketing techniques to respond to the challenge of marketing
electronic resources marketing applications relevant to theological
libraries the effective use of social marketing at the Austin
History Center--a fascinating case study! a fresh marketing
approach to bridging gaps betweencultural history and education the
importance of marketing for public libraries
General
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