Full Description
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 marketingrelationship 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 LISwhat 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 Centera fascinating case study!
a fresh marketing approach to bridging gaps between cultural history and education
the importance of marketing for public libraries
Contents
Introduction
THE BASIS AND CONTEXT FOR MARKETING
Marketing in Library and Information Science: A Selected Review of Related Literature
Strategic Planning as a Prerequisite to Strategic Marketing Action in Libraries and Information Agencies
The Importance of Marketing in the Library and Information Science Curriculum
Using Branding to Make Your Mark(et): What Lessons Leaders Can Learn for Library and Information Science
A Marketing Approach to Recruiting Librarians
THE APPLICATION OF MARKETING
Strategic Marketing of Electronic Resources
Strategic Marketing to Theological Library Constituents: Rationale and Potential Applications
Social Marketing for Archives: The Austin History Center Experience
Marketing the Archivist: The History of the Society of American Archivists' Task Force on Archives and Society
Marketing Gone with the Wind in an Age of Social Conflict
Marketing in Public Libraries
Index
Reference Notes Included
