This book 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.
Now more than ever libraries need to demonstrate the value they create for their communities.
To do this, they must find ways to engage with these communities to deliver this value.
Engaging your Community through Active Strategic Marketing 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, Engaging your Community through Active Strategic Marketing will help libraries from all sectors achieve their goals, communicate their benefits and present a clear and consistent image.
Written by an experienced library marketing trainer and author and packed with international case studies and interviews with expert library marketers, the book covers:
strategic marketing planning
understanding users and potential users
identifying value and grouping users for marketing activity
understanding stakeholder management to support marketing activity
crafting messages
identifying effective marketing channels
digital marketing
evaluating the response to marketing activity.
Engaging your Community through Active Strategic Marketing will be 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.
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