Marketing/Planning Library and Information Services: Second Edition » (2nd Edition)

DARLENE E. WEINGAND is Professor Emerita at the University of Wisconsin-Madison and an Adjunct Professor of Information and Computer Science, University of Hawaii, Manoa.

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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Gives a broad overview of the entire marketing and planning system and shows how marketing relates to essential library service functions in the information age. Tells how to create a marketing team, develop a mission, design and price the product, and promote service, with special attention given to the relationship between mission and vision. Serves as a resource for information professionals in both institutional and entrepreneurial settings, and can be used as a text for students. This second edition adds two chapters. The author is a consultant and trainer in the field. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Illustrations

Introduction

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

Bibliography

Index