Details

Intentional Marketing


Intentional Marketing

A Practical Guide for Librarians
, Band 51

von: Carol Ottolenghi

72,99 €

Verlag: Rowman & Littlefield Publishers
Format: EPUB
Veröffentl.: 15.10.2018
ISBN/EAN: 9781538108499
Sprache: englisch
Anzahl Seiten: 188

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<span><span>User-friendly, cost-conscious, and filled with examples from libraries of all types, </span><span>Intentional Marketing: A Practical Guide for Librarians</span><span> helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. </span></span>
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<span><span>This book includes:</span></span>
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<ul>
<li><span>Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensive</span></li>
<li><span>Step-by-step guides to help define what you are marketing, why you are marketing it, and to whom</span></li>
<li><span>Ways to identify </span><span>everyone </span><span>who affects funding, and how to turn them into stakeholders</span></li>
<li><span>Ways to increase staff and stakeholder buy-in</span></li>
<li><span>Examples of successful marketing efforts at other libraries</span></li>
<li><span>Discussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to use</span></li>
<li><span>Model feedback and assessment forms</span></li>
</ul>
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<span><span>This book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness. </span></span>
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<h3><span> </span></h3>
<span><span>User-friendly, cost-conscious, and filled with examples from libraries of all types, </span><span>Intentional Marketing: A Practical Guide for Librarians</span><span> helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. </span></span>
<span><span>List of Snapshots</span></span>
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<span><span>Preface</span></span>
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<span><span>Chapter One: Intentional Marketing &amp; Your Library</span></span>
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<span><span>Chapter Two: Cultivating Your Library's #1 Stakeholder Group and Marketing Force</span></span>
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<span><span>Chapter Three: Adopt and Adapt: Marketing Ideas Come from Everywhere </span></span>
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<span><span>Chapter Four: Artifacts Are Not Just for Archeologists </span></span>
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<span><span>Chapter Five: Branding, Social Media &amp; Communications Best Practices</span></span>
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<span><span>Chapter Six: Content Is King! (And Not Just in Social Media) </span></span>
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<span><span>Chapter Seven: Digitizing with Intent </span></span>
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<span><span>Chapter Eight: Using Displays and Exhibits to Strut Your (Library's) Stuff</span></span>
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<span><span>Chapter Nine: Outreach Is Just Getting into </span><span>Their</span><span> Space </span></span>
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<span><span>Chapter Ten: Programming to Market </span></span>
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<span><span>Chapter Eleven: Spreading the Word Intentionally: Word-of-Mouth-Marketing (WOMM) </span></span>
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<span><span>Appendix A: What Exactly Are You Marketing? Defining Your Library</span></span>
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<span><span>Appendix B: Who Is "Buying" Your Library? Defining Your Stakeholders</span></span>
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<span><span>Appendix C: Strategic Plans</span></span>
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<span><span>Appendix D: Marketing Plans and the Intentional Marketing Initiative Shortcut</span></span>
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<span><span>Appendix E: Sample Exhibit and Display Policy</span></span>
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<span><span>Index</span></span>
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<span><span>About the Author</span></span>
<span><span>Carol Ottolenghi is Director of Library Services for the Office of the Ohio Attorney General. Previously, she served as the public relations/marketing director of two different public library systems. She also ran the Ohio Humanities Council/American Library Association’s </span><span>Let’s Talk About It</span><span> series in which she shepherded 25 different under-funded libraries each year through every aspect of hosting and publicizing eight to twelve weeks of programming. </span></span>

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