LEADER 03791nam 22005172 450 001 9910820544403321 005 20180711101630.0 010 $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 $a20180524d2006|||| uy| 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDeveloping strategic marketing plans that really work $ea toolkit for public libraries /$fTerry Kendrick$b[electronic resource] 210 1$aLondon :$cFacet,$d2006. 215 $a1 online resource (xii, 225 pages) $cdigital, PDF file(s) 300 $aTitle from publisher's bibliographic system (viewed on 05 Jul 2018). 311 $a1-85604-548-X 311 $a1-306-34227-9 320 $aIncludes bibliographical references and index. 327 $aIntroduction -- 1: Strategic marketing planning for public libraries: an introduction. -- 2: Ambition as the basis for marketing planning -- 3: Making sense of the market for public library services -- 4: Creating segment-specific value propositions for users and non-users -- 5: Priorities: making sound choices -- 6: Clear objectives and winning strategies -- 7: Attention-grabbing marketing communications -- 8: Implementation and quick progress. 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. However, it quickly becomes apparent to public librarians that marketing is far more than simply creating a set of leaflets, as part of a series of disconnected programmes throughout the authority. What they need is a simple, practical guide to an integrated marketing planning process, from initial goals to implementation of marketing strategies. And along the way they need to troubleshoot the barriers that such activities meet. This highly practical and down-to-earth book, with free, downloadable templates and forms on the web, will de-mystify the marketing planning process and set it in the context of modern public library services. Through a series of easy-to-implement process steps, the reader will see not just what is possible but what is likely to work quickly, and deliver real impact on performance indicators, in a public library context. The book is structured as follows: ambition as the basis for marketing planning; making sense of the market for public library services; creating segment-specific value propositions for users and non-users; priorities: making sound choices; clear objectives and winning strategies; attention-grabbing marketing communications; and; implementation and quick progress. The text is fully international in scope and is written for those practitioners at all levels of library management who recognize the importance of marketing planning in shaping and positively influencing the direction of public library services. 606 $aPublic libraries$xMarketing 606 $aPublic libraries$xPublic relations 615 0$aPublic libraries$xMarketing. 615 0$aPublic libraries$xPublic relations. 676 $a025.1974 700 $aKendrick$b Terry$01617837 801 0$bUkCbUP 801 1$bUkCbUP 906 $aBOOK 912 $a9910820544403321 996 $aDeveloping strategic marketing plans that really work$93949217 997 $aUNINA