Mark Aaron Polger
Library Marketing Basics
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Mark Aaron Polger
Library Marketing Basics
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Library Marketing Basics is an accessible, step-by-step, easy to understand, and "hands on" resource for any librarian who is interested in learning basic marketing tips to raise the profile of their library. It is designed for beginners who are new to library marketing.
Library Marketing Basics is an accessible, step-by-step, easy to understand, and "hands on" resource for any librarian who is interested in learning basic marketing tips to raise the profile of their library. It is designed for beginners who are new to library marketing.
Produktdetails
- Produktdetails
- Verlag: Rowman & Littlefield Publishers
- Seitenzahl: 334
- Erscheinungstermin: 26. März 2019
- Englisch
- Abmessung: 229mm x 152mm x 20mm
- Gewicht: 544g
- ISBN-13: 9781442239630
- ISBN-10: 1442239638
- Artikelnr.: 54679265
- Verlag: Rowman & Littlefield Publishers
- Seitenzahl: 334
- Erscheinungstermin: 26. März 2019
- Englisch
- Abmessung: 229mm x 152mm x 20mm
- Gewicht: 544g
- ISBN-13: 9781442239630
- ISBN-10: 1442239638
- Artikelnr.: 54679265
By Mark Aaron Polger
Chapter 1. What Marketing Really Is Identifying the different branches of
marketing Learning marketing-related terms used throughout the book
Applying the 4Ps of marketing Illustrating the 5 elements of the
promotional mix Understanding the cycle of true marketing Discovering why
library employees confuse marketing terminology Chapter 2. Segmentation:
Identifying Your Target Market Overview of market segmentation, targeting,
and positioning Different ways of segmenting markets Differences between
target market and target audience Positioning statements, product
differentiation, and perceptual maps Library-specific differentiation
techniques Chapter 3. Defining Market Research Distinguishing market
research from marketing research Market Research Steps Assessing your
current situation Conducting a SWOT analysis Conducting a community needs
assessment Identifying your target market Designing your research approach
Using primary and second research methods Evaluating data and making
informed decisions Chapter 4. Creating Your Library Marketing Plan Why
library marketing plans are useful Selecting the key members who will
develop the plan Key elements of a library marketing plan Sample library
marketing plans Chapter 5. Campaigns: Developing Activities, Events, and
Materials to Promote Your Library Defining a Campaign Types of Campaigns
Components of a Campaign Examples of campaigns from libraries and the
corporate sector Chapter 6.Creating Your Own Library Brand Defining "brand"
and "branding" Identifying the key elements of a library brand Conducting a
brand audit to learn your library's story Creating your library's unique
brand Creating your own personal brand Chapter 7. Identifying Library
Spaces as Marketing Opportunities Identifying library spaces as marketing
opportunities Highlighting the library as the "third place" Examining
merchandising techniques for the library Introducing user experience (UX)
design, as it applies to library space Identifying library touchpoints
Illustrating best practices for signage Chapter 8.Using the Web to Market
the Library Using your library web site as a marketing tool Understanding
mobile and responsive web sites Understanding User Experience Design, as it
relates to the web Examining web site usability testing methods Exploring
search engine optimization (SEO) and Google analytics Chapter 9. Social
Media Marketing Introduction to social media Explanations of the major
social networking sites and how to use them Posting strategically
Automating social media posting Social media policy guidelines and sample
policies Social media advertisements Social media analytics Chapter 10.
Advocacy: An Integral Component of Marketing Your Library Anyone can be an
advocate Friends of the Library and Library Foundations Training Staff as
Advocates Word-of-Mouth Marketing (WOMM) Advocacy Campaigns Speaking with
the Media Speaking to Legislators
marketing Learning marketing-related terms used throughout the book
Applying the 4Ps of marketing Illustrating the 5 elements of the
promotional mix Understanding the cycle of true marketing Discovering why
library employees confuse marketing terminology Chapter 2. Segmentation:
Identifying Your Target Market Overview of market segmentation, targeting,
and positioning Different ways of segmenting markets Differences between
target market and target audience Positioning statements, product
differentiation, and perceptual maps Library-specific differentiation
techniques Chapter 3. Defining Market Research Distinguishing market
research from marketing research Market Research Steps Assessing your
current situation Conducting a SWOT analysis Conducting a community needs
assessment Identifying your target market Designing your research approach
Using primary and second research methods Evaluating data and making
informed decisions Chapter 4. Creating Your Library Marketing Plan Why
library marketing plans are useful Selecting the key members who will
develop the plan Key elements of a library marketing plan Sample library
marketing plans Chapter 5. Campaigns: Developing Activities, Events, and
Materials to Promote Your Library Defining a Campaign Types of Campaigns
Components of a Campaign Examples of campaigns from libraries and the
corporate sector Chapter 6.Creating Your Own Library Brand Defining "brand"
and "branding" Identifying the key elements of a library brand Conducting a
brand audit to learn your library's story Creating your library's unique
brand Creating your own personal brand Chapter 7. Identifying Library
Spaces as Marketing Opportunities Identifying library spaces as marketing
opportunities Highlighting the library as the "third place" Examining
merchandising techniques for the library Introducing user experience (UX)
design, as it applies to library space Identifying library touchpoints
Illustrating best practices for signage Chapter 8.Using the Web to Market
the Library Using your library web site as a marketing tool Understanding
mobile and responsive web sites Understanding User Experience Design, as it
relates to the web Examining web site usability testing methods Exploring
search engine optimization (SEO) and Google analytics Chapter 9. Social
Media Marketing Introduction to social media Explanations of the major
social networking sites and how to use them Posting strategically
Automating social media posting Social media policy guidelines and sample
policies Social media advertisements Social media analytics Chapter 10.
Advocacy: An Integral Component of Marketing Your Library Anyone can be an
advocate Friends of the Library and Library Foundations Training Staff as
Advocates Word-of-Mouth Marketing (WOMM) Advocacy Campaigns Speaking with
the Media Speaking to Legislators
Chapter 1. What Marketing Really Is Identifying the different branches of
marketing Learning marketing-related terms used throughout the book
Applying the 4Ps of marketing Illustrating the 5 elements of the
promotional mix Understanding the cycle of true marketing Discovering why
library employees confuse marketing terminology Chapter 2. Segmentation:
Identifying Your Target Market Overview of market segmentation, targeting,
and positioning Different ways of segmenting markets Differences between
target market and target audience Positioning statements, product
differentiation, and perceptual maps Library-specific differentiation
techniques Chapter 3. Defining Market Research Distinguishing market
research from marketing research Market Research Steps Assessing your
current situation Conducting a SWOT analysis Conducting a community needs
assessment Identifying your target market Designing your research approach
Using primary and second research methods Evaluating data and making
informed decisions Chapter 4. Creating Your Library Marketing Plan Why
library marketing plans are useful Selecting the key members who will
develop the plan Key elements of a library marketing plan Sample library
marketing plans Chapter 5. Campaigns: Developing Activities, Events, and
Materials to Promote Your Library Defining a Campaign Types of Campaigns
Components of a Campaign Examples of campaigns from libraries and the
corporate sector Chapter 6.Creating Your Own Library Brand Defining "brand"
and "branding" Identifying the key elements of a library brand Conducting a
brand audit to learn your library's story Creating your library's unique
brand Creating your own personal brand Chapter 7. Identifying Library
Spaces as Marketing Opportunities Identifying library spaces as marketing
opportunities Highlighting the library as the "third place" Examining
merchandising techniques for the library Introducing user experience (UX)
design, as it applies to library space Identifying library touchpoints
Illustrating best practices for signage Chapter 8.Using the Web to Market
the Library Using your library web site as a marketing tool Understanding
mobile and responsive web sites Understanding User Experience Design, as it
relates to the web Examining web site usability testing methods Exploring
search engine optimization (SEO) and Google analytics Chapter 9. Social
Media Marketing Introduction to social media Explanations of the major
social networking sites and how to use them Posting strategically
Automating social media posting Social media policy guidelines and sample
policies Social media advertisements Social media analytics Chapter 10.
Advocacy: An Integral Component of Marketing Your Library Anyone can be an
advocate Friends of the Library and Library Foundations Training Staff as
Advocates Word-of-Mouth Marketing (WOMM) Advocacy Campaigns Speaking with
the Media Speaking to Legislators
marketing Learning marketing-related terms used throughout the book
Applying the 4Ps of marketing Illustrating the 5 elements of the
promotional mix Understanding the cycle of true marketing Discovering why
library employees confuse marketing terminology Chapter 2. Segmentation:
Identifying Your Target Market Overview of market segmentation, targeting,
and positioning Different ways of segmenting markets Differences between
target market and target audience Positioning statements, product
differentiation, and perceptual maps Library-specific differentiation
techniques Chapter 3. Defining Market Research Distinguishing market
research from marketing research Market Research Steps Assessing your
current situation Conducting a SWOT analysis Conducting a community needs
assessment Identifying your target market Designing your research approach
Using primary and second research methods Evaluating data and making
informed decisions Chapter 4. Creating Your Library Marketing Plan Why
library marketing plans are useful Selecting the key members who will
develop the plan Key elements of a library marketing plan Sample library
marketing plans Chapter 5. Campaigns: Developing Activities, Events, and
Materials to Promote Your Library Defining a Campaign Types of Campaigns
Components of a Campaign Examples of campaigns from libraries and the
corporate sector Chapter 6.Creating Your Own Library Brand Defining "brand"
and "branding" Identifying the key elements of a library brand Conducting a
brand audit to learn your library's story Creating your library's unique
brand Creating your own personal brand Chapter 7. Identifying Library
Spaces as Marketing Opportunities Identifying library spaces as marketing
opportunities Highlighting the library as the "third place" Examining
merchandising techniques for the library Introducing user experience (UX)
design, as it applies to library space Identifying library touchpoints
Illustrating best practices for signage Chapter 8.Using the Web to Market
the Library Using your library web site as a marketing tool Understanding
mobile and responsive web sites Understanding User Experience Design, as it
relates to the web Examining web site usability testing methods Exploring
search engine optimization (SEO) and Google analytics Chapter 9. Social
Media Marketing Introduction to social media Explanations of the major
social networking sites and how to use them Posting strategically
Automating social media posting Social media policy guidelines and sample
policies Social media advertisements Social media analytics Chapter 10.
Advocacy: An Integral Component of Marketing Your Library Anyone can be an
advocate Friends of the Library and Library Foundations Training Staff as
Advocates Word-of-Mouth Marketing (WOMM) Advocacy Campaigns Speaking with
the Media Speaking to Legislators