Strategic Marketing for Libraries A Handbook

Subjects:

• Library & Information Science » Management & Administration -- General
• Library & Information Science » Management & Administration -- General

Reviews:

• The title of this book straddles its two parts very nicely. One half of the volume is about marketing theory and its applications to library management. The other half is about strategic planning, as a method of library management, and the role of marketing theory in such planning. Strategic Marketing for Libraries says it all. . . This handbook on planning and marketing is recommended as a guide for library managers in academic, public, and special libraries, large or small, who are groping for effective methods of outreach to their constituencies. There are not many volumes which address these aspects of management so thoroughly or so lucidly.
  —Special Libraries
• This excellent contribution by Elizabeth Wood on a critically important and timely topic, strategic planning and marketing for libraries, should be required reading for the information professional who aspires to a position of increasing responsibility in a library or information center. . . . It provides a wealth of information about traditional management practices as they apply to libraries. The fact that library science education is weak in management-related areas is well-documented. This book effectively bridges the gap between library science and business disciplines. . . . This is an excellent book, and one that should be read by all information professionals interested in increasing their contribution to their libraries and their users.
  —
  ONLINE

Table of Contents:

• Introduction
• Library Marketing
• Principles of Marketing
• Opportunity Analysis
• Selection of Target Markets
• The Marketing Mix
• The Marketing System
• Library Strategic Planning
• Principles of Strategic Planning
• The Mission
• Goals, Objectives, and Strategies
• Growth Strategies
• Portfolio Management
• Appendix A: Kansas City Public Library, Library Development Projections, 1987-1991
• Appendix B: Pasadena Public Library Recommendations and Five-Year Plan
• Bibliographical Essay
• Index