Intentional Marketing : A Practical Guide for Librarians
Carol Ottolenghi

User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians 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. This book includes:Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensiveStep-by-step guides to help define what you are marketing, why you are marketing it, and to whomWays to identify everyone who affects funding, and how to turn them into stakeholdersWays to increase staff and stakeholder buy-inExamples of successful marketing efforts at other librariesDiscussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to useModel feedback and assessment formsThis 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.

Rowman & Littlefield Publishers
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