Engaging your Community through Active Strategic Marketing

Engaging your Community through Active Strategic Marketing

Kendrick, Terry

Facet Publishing






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1. The need for a professional approach to marketing of library and information services 2. The strategic marketing planning process in a library and information context 3. Ambition for your library or information unit - the basis of all marketing activity 4. Understanding users and potential users within the wider information market context 5. Identifying value and grouping users for marketing activity 6. Understanding stakeholder management to support marketing activity 7. Making choices - marketing planning 8. Crafting messages - what to who? 9. Getting the message out - identifying effective marketing channels 10. The role of digital marketing 11. Evaluating the response to marketing activity 12. How to give your marketing the best chance of success
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