The Responsive Public Library Collection

, by Baker, Sharon L.

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ISBN: 9780872879119 | 0872879119
Cover: Hardcover
Copyright: 1/1/1993

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Summary

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Offers a product analysis approach to collection development, and tells how to make use of marketing principles

Acknowledgments
Introduction	p. 1
Marketing, the Marketing Mix, and Marketing Orientations	p. 9
The Marketing Mix: How the Four P's Affect Collection Development in Public Libraries	p. 11
What Types of Orientations Can Libraries Exhibit Toward Marketing?	p. 11
The Relationship Among Marketing, Role Setting, and Collection Development in Public Libraries	p. 27
Mass Marketing: A Public Library Tradition and Problem	p. 27
Marketing and Traditional Patterns of Collection Development	p. 40
Product Decisions	p. 47
What Segments of the Community Use the Library?	p. 47
What Elements Do Individual Users Consider When Making Selections?	p. 53
What Mix of Products (Items in the Collection) Will Best Meet User Needs?	p. 64
How Does the Life Cycle of a Product Affect Its Level of Demand?	p. 65
Price or Cost Decisions	p. 75
What Costs Are Generally Associated with Using the Public Library's Collection?	p. 76
What Price Objectives Can a Library Adopt?	p. 92
What Factors May Influence the Price Objectives That a Library Chooses?	p. 95
What Factors Should a Library Consider When Changing the Price?	p. 96
Place or Distribution Decisions	p. 106
What Types of Collection Distribution Outlets Can the Public Library Use?	p. 106
How Should the Library Distribute Items Among Its Various Outlets?	p. 119
How Should Items Be Distributed Among Collections in a Single Library Facility?	p. 120
How Can the Library Design Its Interior for Maximum Distribution Effectiveness?	p. 129
Promotion Decisions	p. 147
What Target Market Is the Library Trying to Reach with a Particular Promotion Effort?	p. 148
What Type of Response Is Being Sought from the Target Market?	p. 150
What Type of Message Will the Library Try to Convey to the Target Market?	p. 152
What Techniques Can the Library Use to Promote Its Products?	p. 153
How Often Should Promotion Occur?	p. 160
How Will the Library Evaluate the Results of Its Promotional Efforts?	p. 161
A Product-Analysis Approach to Collection Evaluation	p. 167
Identifying Currently Owned Items That Are Heavily Used	p. 169
Identifying Currently Owned Items That Are Not Used	p. 187
Identifying Items That Are Not in the Collection but Are Desired by Patrons and Potential Patrons	p. 198
Identifying Other Barriers That Inhibit Use of the Collection	p. 212
Marketing-Based Selection Practices	p. 233
Writing a Collection Development Policy That Indicates How the Roles Chosen Will Influence Collection Development	p. 234
Reviewing Materials Budget Allocations to Ensure That These Are Consistent with What the Library Is Trying to Accomplish	p. 234
Establishing a Centralized Selection Unit to Do Formula-Based Purchasing	p. 244
Asking Professional Selectors to Review Objective Data on Collection Use, Then Follow Three Marketing Principles When Making Selections	p. 247
Marketing-Based Promotion Practices	p. 255
What Aspects of the Collection Can Be Promoted?	p. 255
What Factors Should Guide Librarians Making Promotion Decisions?	p. 258
What Internal Promotion Techniques Have Been Shown to Be Effective in Increasing Use or User Awareness of the Collection?	p. 262
What External Promotion Techniques Have Been Shown to Be Effective in Increasing Use or User Awareness of the Collection?	p. 281
Making Marketing Work: Creating a Marketing Mindset Throughout the Library	p. 293
Arranging for Initial Training in Marketing Concepts, as Needed	p. 296
Devising a Marketing Plan	p. 299
Providing Sufficient Resources to Carry out the Marketing Plan	p. 306
Evaluating the Success of the Marketing Plan	p. 308
Adopting Other Techniques to Reinforce Staff Awareness of Marketing Concepts on a Regular Basis	p. 309
Being Sensitive to Issues Related to Resistance to Change	p. 314
Index	p. 323
Table of Contents provided by Blackwell. All Rights Reserved.

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The Responsive Public Library Collection

Summary

Table of Contents

Supplemental Materials