The library marketing toolkit /

This practical guide offers coverage of every element of library marketing and branding for all sectors, including archives and academic, public and special libraries.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Potter, Ned, 1980- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : Facet Publishing, 2012.
Temas:
Libraries > Marketing.
Branding (Marketing) > Libraries.
Libraries > Public relations.
Advertising > Libraries.
Stratégie de marque > Bibliothèques.
Bibliothèques > Relations publiques.
Bibliothèques > Publicité.
Library, archive & information management.
Sales & marketing.
LANGUAGE ARTS & DISCIPLINES > Library & Information Science > General.
Advertising > Libraries
Libraries > Marketing
Libraries > Public relations
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction : About marketing
  • Seven key concepts for marketing libraries : The seven concepts ; Anchoring these ideas in marketing theory
  • Strategic marketing : The marketing cycle ; 1. Decide on your goals ; 2. Market research ; 3. Segmentation ; 4. Set objectives ; 5. Promotional activities ; 6. Measurement ; 7. Evaluation ; 8. Modification
  • Developing a marketing plan
  • The library brand : Quick definitions ; What is library branding? ; Visual identity ; Merchandise ; Slogans ; Branding and marketing a converged library and IT service
  • Marketing and the library building : Library design ; Signs and displays ; Marketing the library as space
  • An introduction to online marketing : The library website ; Search Engine Optimization (SEO) ; Mobile websites ; E-mail
  • Marketing with social media : Do your patrons use social media? ; General principles of marketing with social media ; Twitter ; Facebook ; Blogs and blogging ; Tumblr ; Google+ ; LinkedIn ; Conclusion
  • Marketing with new technologies : Quick definitions ; Video marketing ; Image sharing ; QR codes ; Geolocational apps ; Web 2.0 catalogues and live chat ; Podcasts Wikis ; Slide sharing ; Viral marketing ; Technology and teenagers
  • Marketing and people : Collaborating with people ; Reaching people
  • Internal marketing : The importance of internal marketing ; Marketing to internal stakeholders ; Marketing with internal stakeholders: co-operative promotion
  • Library advocacy as marketing : National campaigns and localPromotingg ; Pormoting your library incriticisme to citicism of libraries in general ; Advocacy, ppositiveand possitive messages ; The library media narrative ; Trojan horse advocacy
  • Marketing special collections and archives : Introduction ; Access, access, access: marketing digital collections ; Genealogy ; Tailoring your marketing to fit the cultural landscape ; Mounting and promoting a more traditional exhibition ; Learning from museums ; Crowdsourcing ; Marketing audiovisual materials
  • A final word on marketing libraries
  • Appendix: Glossary of Web 2.0 tools and platforms.

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