Future-Driven Library Marketing

Future-Driven Library Marketing

by Darlene E. Weingand
     
 

ISBN-10: 0838907350

ISBN-13: 9780838907351

Pub. Date: 01/28/1998

Publisher: American Library Association

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…  See more details below

Overview

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.

Product Details

ISBN-13:
9780838907351
Publisher:
American Library Association
Publication date:
01/28/1998
Edition description:
New Edition
Pages:
144
Product dimensions:
6.04(w) x 9.01(h) x 0.44(d)

Table of Contents

Figures
Introduction: Partnerships between Marketing and Futures Strategies
1"Marketing 101": The Foundation of It All1
2Futuring and Futurists: Working toward a Preferred Future for Libraries17
3Visioning: Creating Tomorrow's Mission29
4The Marketing Audit: Using Systems Analysis to Inform Market Research47
5Making a Futures Screen: Using the Delphi Method62
6Using Scenarios: Identifying Future Products79
7Cost-Benefit Analysis: Using Trend Extrapolation and Cross-Impact Analysis96
8Distribution in an Electronic World: Using Decision Trees112
9Promotion: Using Emerging Avenues of Communication127
10Evaluation: Using Simulation Gaming140
11Learning to Live in the Twenty-First Century: The Future Starts Now!160
Further Reading179
Index183

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