LEADER 04920nam 2200601 450 001 9910511774103321 005 20190104071515.0 010 $a1-85604-985-X 035 $a(CKB)2550000001186107 035 $a(EBL)1597148 035 $a(OCoLC)868271479 035 $a(SSID)ssj0001156054 035 $a(PQKBManifestationID)11618770 035 $a(PQKBTitleCode)TC0001156054 035 $a(PQKBWorkID)11199926 035 $a(PQKB)10402959 035 $a(MiAaPQ)EBC1597148 035 $a(UkCbUP)CR9781856049856 035 $a(EXLCZ)992550000001186107 100 $a20140206d2006 uy| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aDeveloping strategic marketing plans that really work $ea toolkit for public libraries /$fTerry Kendrick 210 1$aLondon :$cFacet,$d2006. 215 $a1 online resource (240 p.) 300 $aDescription based upon print version of record. 311 $a1-85604-548-X 311 $a1-306-34227-9 320 $aIncludes bibliographical references and index. 327 $aTitle page; Contents; Acknowledgements; Introduction; 1 Strategic marketing planning for public libraries: an introduction; You are almost certainly doing marketing already; It is time for even more professional marketing of public libraries; The challenges of marketing public libraries; How can we make sense of marketing for public libraries?; Marketing planning to help public libraries prosper; An effective marketing planning process for public libraries; What sort of process is marketing planning?; 2 Ambition as the basis for marketing planning; Key dimensions of public library ambition 327 $aHow to write a statement of ambition for your public library3 Making sense of the market for public library services; Defining the marketplace; Understanding your existing users; Market research as a source of information for your marketing plan; A marketing audit; Who is the real customer?; Understanding non-users; Collecting information; How can I create the information base?; What information is already available?; Community profiling; Survey research; Qualitative information for marketing planning in public libraries; Focus groups; Surveys for collecting qualitative information 327 $aUser satisfaction researchUnobtrusive testing or 'mystery shopping'; Understanding your competition; The wider planning context; 4 Creating segment-specific value propositions for users and non-users; Options for segmenting library users; Effective segmentation; Value propositions by segment; Creating personas to make segmentation data individual and vivid; 5 Priorities: making sound choices; A general SWOT analysis; Prioritizing opportunities and threats; A multitude of priorities; The directional policy matrix as a prioritization tool; Plotting segments on the DPM 327 $aUsing the DPM plots to consider marketing strategy6 Clear objectives and winning strategies; Marketing objectives; Marketing strategies; Strategies for internal marketing to stakeholders; Marketing strategies for users and non users; Creating the 'offers' for users and non users; Relationship marketing as a strategy; Finalizing the offer for specific segments; Some other aspects of marketing strategy for public libraries; 7 Attention-grabbing marketing communications; Successful communications; Addressing users, non-users and stakeholders 327 $aCommunications to support retention and acquisition strategiesDeveloping a contact management strategy; The marketing dialogue; Public relations, personal selling and sales promotions; Communications strategy; Making an impact; Return on marketing communications investment; Will users and non-users respond to library communications?; Marketing communications at different stages of the user life cycle; Producing marketing communications materials; Create a media kit; Writing copy for your marketing communications; Using a call centre; Your website as a marketing communication 327 $aPromotional activity 330 $aMany government and other reports stress the need to get public libraries back into the lives of potential users, and this requires significant marketing effort on the part of the libraries. This book de-mystifies the marketing planning process and sets it in the context of modern public library services. 606 $aPublic libraries$xMarketing 606 $aPublic libraries$xPublic relations 608 $aElectronic books. 615 0$aPublic libraries$xMarketing. 615 0$aPublic libraries$xPublic relations. 676 $a025.1974 700 $aKendrick$b Terry$01067622 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910511774103321 996 $aDeveloping strategic marketing plans that really work$92551609 997 $aUNINA