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[null,"1.","Record Nr.",null,"UNINA9910811004103321"]
[null,null,"Autore",null,"Kendrick Terry"]
[null,null,"Titolo",null,"Engaging your community through active strategic marketing : a practical guide for librarians and information professionals / / Terry Kendrick"]
[null,null,"Pubbl/distr/stampa",null,"London : , : Facet Publishing, , [2021]"]
[{"$nulls":4},"©2021"]
[null,null,"ISBN",null,"1-78330-385-9"]
[{"$nulls":4},"1-78330-519-3"]
[null,null,"Descrizione fisica",null,"1 online resource (228 pages)"]
[null,null,"Disciplina",null,"021.7"]
[null,null,"Soggetti",null,"Libraries - Marketing"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,"Nota di contenuto",null,"Cover -- Praise for Engaging your Community through Active Strategic Marketing -- Half-title Page -- Dedication -- Title Page -- Copyright -- Contents -- Figures -- Tables -- Introduction -- 1 The need for a professional approach to engagement -- Defining engagement and strategic marketing -- Outline of this book -- 2 Strategic marketing planning for engagement -- Identifying planning goals and processes to achieve them -- The engagement story -- 3 Ambition: the basis for all activity -- Vision, mission and values -- How to write a statement of ambition for your library -- 4 Understanding users and potential users -- Defining the marketplace -- Understanding existing users -- Understanding and engaging potential users -- Profiling your potential library community -- Survey research -- Focus groups -- Researching user experience and satisfaction -- Understanding competition -- 5 Identifying value and segmentation -- Creating segment-specific value propositions for stakeholders -- Options for segmenting stakeholders -- Effective segmentation is not easy. . . -- Value propositions by segment -- 6 Managing stakeholder engagement -- Three elements of a stakeholder management programme -- Engaging employees -- 7 Making choices and creating engaging offers -- Priorities -- Engagement objectives -- Engagement strategies -- Creating offers for users, potential users and stakeholders -- The marketing mix -- Engagement and customer relationship management as a strategy -- Finalising engaging offers for specific segments -- Some other aspects "]
[{"$nulls":4},"of marketing strategy for engagement -- 8 Crafting engaging messages -- How often should users be contacted? -- Should library marketing communications be general or event driven? -- Options for a communications mix -- Communications strategies -- The return on marketing communications investment."]
[{"$nulls":4},"Do users and potential users respond to library communications? -- Marketing communications at different stages of the user life cycle -- Event-driven and segment-specific marketing communications messages -- Media kits -- Writing copy for marketing communications -- Promotional activity -- 9 Effective marketing channels for engaging messages -- Non-digital methods of marketing messages -- Traditional media -- In-library messaging -- 10 Digital channels and engagement -- The pivotal role of the library website -- Library blogging -- The major social media -- How social media platforms support libraries' engagement activities -- Social media policies and guidelines -- Practical hints for writing engaging social media posts -- Digital support for engagement strategies -- 11 Evaluating the response to engagement activity -- Evaluating engagement outcomes from social media presence and participation -- Evaluating employee engagement -- Reporting evaluations and assessments -- 12 How to give marketing and engagement the best chance of success -- References -- Recommended reading -- Index."]
[null,null,null,"Sommario/riassunto","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."]