Marketing/Planning Library and Information Services

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ISBN: 9781563086120 | 1563086123
Cover: Hardcover
Copyright: 10/15/1999

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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 practical handbook gives a broad overview of the entire marketing/planning system-from creating a marketing team and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, promoting services, and evaluating the end result.

Illustrations	p. ix
Introduction	p. xi
What Is Marketing?--And How Does It Connect to the Planning Process?	p. 1
Marketing and Information Management	p. 2
Marketing--A Definition	p. 4
The Marketing Mix	p. 5
The Philosophy of Planning	p. 9
Planning: A Proactive Guide to Excellence in Management	p. 9
Staff Time--A Primary Resource	p. 11
The Relationship Between What Is and What Could Be	p. 12
The Structure of Merging	p. 13
Scenario: Marketing and Planning	p. 18
Notes	p. 18
Before You Begin--Forming a Marketing/Planning Team	p. 21
Why Use the Team Approach?	p. 21
General Concepts for Success	p. 23
Administrative Supports	p. 24
Composition of the Team	p. 24
The Schedule of Work	p. 26
Building Team Behavior	p. 26
Three Types of Group Process	p. 27
Putting Ideas into Action	p. 28
A Final Word	p. 29
Scenario: Planning Team	p. 30
Notes	p. 30
Developing a Mission and Vision--Why Exist?	p. 31
Attributes of the Mission	p. 31
Creating the Mission and Role Statements	p. 35
The Vision Statement	p. 38
Recap: No One Right Way	p. 39
Scenario: Mission and Vision	p. 39
Notes	p. 40
The Marketing Audit--Examining the Library's Environments	p. 41
The Marketing Audit As the "Umbrella"	p. 42
Components of the Marketing Audit	p. 43
The External Environment	p. 43
Environmental Scanning	p. 47
The Internal Environment	p. 48
The Organizational Marketing System	p. 50
Organizational Activity Analysis	p. 52
The Procedure for Conducting a Marketing Audit	p. 53
Scenario: Marketing Audit	p. 56
Notes	p. 56
Goals, Objectives, and Action Strategies--A Road Map to an Effective Future	p. 57
A First Step: Setting Goals	p. 57
Types of Goals	p. 58
Environmental Scanning--Future Screens	p. 61
Summary--The Process of Setting Goals	p. 62
The Anatomy of Objectives	p. 63
Objectives--Milestones Along the Way	p. 64
Stages of Objectives Development	p. 66
Checkpoint Questions	p. 67
The Influence of Product and Price	p. 68
Summary--Objectives As Milestones	p. 68
Action Strategies--The Plan of Work	p. 69
The Manner of Movement	p. 70
Critical Ingredients	p. 71
The Process of Developing Action Strategies	p. 72
Criteria for Evaluation	p. 74
Summary--Action Strategies	p. 76
Scenario: Setting Goals	p. 77
Scenario: Objectives	p. 78
Scenario: Action Strategies	p. 79
Notes	p. 79
The Library's Products--Heart of the System	p. 81
The Product Approach in an Information World	p. 81
A Unique Producer: The Information Agency	p. 83
The Product--Circles Within Circles	p. 85
Levels of Product Analysis	p. 87
Product Design	p. 88
A Model for Product Analysis	p. 89
The Relevance of Innovation Theories	p. 90
New Product Development	p. 91
The Product Life Cycle	p. 95
Scenario: Product Design	p. 97
Notes	p. 98
The Price--What Does Each Product Cost?	p. 99
What Does Price Mean?	p. 99
Costing and Budgeting	p. 102
The Program Budget	p. 102
Fixed and Variable Costs	p. 104
Impact	p. 104
Cost/Benefit Analysis	p. 104
Direct and Indirect Costs	p. 106
Intangibles--The Subjective Factors	p. 109
Setting Service Priorities: Cost Versus Demand	p. 110
Scenario: Price / Cost	p. 113
Notes	p. 113
The Place--How to Connect the Customer with the Product	p. 115
Designing the Channels of Distribution	p. 115
Relationship to the Marketing Audit	p. 116
Relationship to Planning Elements and the 4 Ps	p. 117
Distribution Decision Factors	p. 119
Quality of Service	p. 120
Time, Convenience, and Resource Allocation	p. 121
Priorities and Planning	p. 123
Human Resource Intermediaries	p. 124
User Convenience: Number and Location of Outlets	p. 125
Format and Technological Delivery	p. 126
Innovation and Change	p. 128
The Finite Life Cycle	p. 129
Positioning	p. 130
Distribution--Placing the Product	p. 130
Scenario: Place/Distribution	p. 131
Notes	p. 132
Promotion--Last, but Not Least	p. 133
The Foundation: Communication	p. 134
Making It Work	p. 136
Designing the Public Information Plan	p. 140
Scenario: Promotion	p. 143
Notes	p. 144
Evaluation--Two Approaches	p. 145
Why Evaluate?	p. 145
The Anatomy of Evaluation	p. 147
Types of Evaluation	p. 148
Roles and Responsibilities	p. 152
In a Nutshell	p. 153
Scenario: Evaluation	p. 154
Notes	p. 155
Present Success--And Designing a Preferred Future	p. 157
Another Look at Vision	p. 157
Libraries, Customers, and Lifestyle Changes	p. 158
Information Transfer	p. 161
The Unknown	p. 165
Tomorrow and Tomorrow	p. 166
Notes	p. 168
Bibliography	p. 169
Index	p. 175
Table of Contents provided by Syndetics. All Rights Reserved.

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Marketing/Planning Library and Information Services

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