Putting marketing ideas into action

• Main Author: Hart, Keith (Author)
• Format: Book
• Language: English
• Published: London Library Association Publ. 1999
• Subjects: Libraries > Self-evaluation; Libraries > Public relations; Information services > Marketing
• Online Access: Click Here to View Status and Holdings.

 Most of the existing literature that could help LIS managers take the first steps into marketing their service, is geared toward profit-making organizations, thus reinforcing the prejudice that marketing is about making money rather than about satisfying customer needs. Many libraries and information units have suffered from the demotivating effects of such misconceptions, and are in danger of missing opportunities to communicate proactively with their customers about what they want from the library service. This introduction to marketing techniques is aimed specifically at the information world, and should enable LIS managers to examine where their service is now, where they would like it to be, and how to start moving in the desired direction. It is designed to serve as a deskbook when help is needed with specific projects. Examining tools such as public relations, advertising, direct mail, exhibitions and websites, it addresses the questions: what is marketing and why should libraries use it?; who are your potential customers?; what do you want to say, and how do you want to say it?; and why should you invest time evaluating your marketing activities? Containing exercises to help with getting started in marketing, the guide offers a hands-on approach. Written in clear language, it interprets the jargon of marketeers and provides examples and case studies relevant to the information provider.