Future-Driven Library Marketing

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Future-Driven Library Marketing goes beyond marketing-as-usual and offers a unique and practical program to position and market the library as the chosen information provider for all its customers. The strategies that will effectively market the library are future driven - they position the library, its products, and services for success - no matter what the future brings. Included are futures strategies such as: making a futures screen using the Delphi Method, identifying future products through scenario building, and using decision trees to determine the distribution of library services. A thorough bibliography includes resources for future-driven marketing and planning.
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Editorial Reviews

Library Journal
Weingand (Customer Service Excellence: A Concise Guide for Librarians, Professional Reading, LJ 4/15/97) presents an excellent guide to combining the concepts and practices of marketing with futures strategies, focusing on positioning the library as the choice information provider to all customers. Powerful chapters cover the foundation of marketing, working for a preferred future, using the Delphi method to develop a futures screen, visioning, identifying future products for customers, cost-benefit analysis of these products, distribution of library products and services, introducing products that have met identified needs, using a simulation to evaluate success, and preparing for the 21st century. Weingand expands on Philip Kotler's (Marketing for Nonprofit Organizations, Prentice Hall, 1995) four Ps--product, price, place, and promotion--by adding prelude (marketing audit) and postlude (evaluation). This vibrant resource will assist MLIS faculty looking to move their curriculum a few notches above cataloging and bulletin board management and prepare students for the new future of library services. Highly recommended for all MLIS faculty and larger academic libraries.--Dale F. Farris, Groves, TX
Goes beyond marketing-as-usual and offers a practical program to position and market the library as the chosen information provider for all its customers. Looks at future-driven strategies that position the library for success, such as marking a futures screen using the Delphi method, identifying future products through scenario building, and using decision trees to determine distribution of library services. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780838907351
  • Publisher: American Library Association
  • Publication date: 1/28/1998
  • Edition description: New Edition
  • Pages: 144
  • Product dimensions: 6.04 (w) x 9.01 (h) x 0.44 (d)

Table of Contents

Introduction: Partnerships between Marketing and Futures Strategies
1 "Marketing 101": The Foundation of It All 1
2 Futuring and Futurists: Working toward a Preferred Future for Libraries 17
3 Visioning: Creating Tomorrow's Mission 29
4 The Marketing Audit: Using Systems Analysis to Inform Market Research 47
5 Making a Futures Screen: Using the Delphi Method 62
6 Using Scenarios: Identifying Future Products 79
7 Cost-Benefit Analysis: Using Trend Extrapolation and Cross-Impact Analysis 96
8 Distribution in an Electronic World: Using Decision Trees 112
9 Promotion: Using Emerging Avenues of Communication 127
10 Evaluation: Using Simulation Gaming 140
11 Learning to Live in the Twenty-First Century: The Future Starts Now! 160
Further Reading 179
Index 183
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