Framing sound marketing principles within the context of customer service, Weingand demonstrates how current marketing ideas and strategies can contribute to effective library and information center management. This new edition of Weingand's practical handbook gives a broad overview of the entire marketing/planning system-from a working definition of marketing, creating a marketing team, and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, connecting to customers, promoting services, and evaluating the end result. In each of these areas, Weingand has updated the information, added new scenarios and figures, even restructured some of the concepts. Special attention is given to the relationship between the library's mission and vision, and a more thorough discussion of budgetary considerations is offered. A new chapter that focuses on the future and the library's role in the next millennium concludes the work. This basic g
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Table of Contents
Chapter 1: What Is Marketing? And How Does It Connect to the Planning Process?
Chapter 2: Before You Begin - Forming a Marketing/Planning Team
Chapter 3: Developing a Mission and Vision - Why Exist?
Chapter 4: The Marketing Audit - Examing the Library's Environments
Chapter 5: Goals, Objectives, and Action Strategies - A Road Map to an Effective Future
Chapter 6: The Library's Products - Heart of the System
Chapter 7: The Price - What Does Each Product Cost?
Chapter 8: The Place - How to Connect the Customer with the Product
Chapter 9: Promotion - Last, but Not Least
Chapter 10: Evaluation - Two Approaches
Chapter 11: Present Success - And Designing a Preferred Future