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This updated new edition is a much- needed guide to marketing for libraries, archives, and museum professionals in the social media age. It is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing and deliberately managing a comprehensive marketing campaign.
Inhaltsverzeichnis
i. Dedication and Acknowledgements
ii. Preface
1. Marketing and Social Media: A Customer Centered Approach
2. Marketing and Mission, Goals and Objectives
3. Scan the Environments
4. SWOT: Strengths, Weaknesses, Opportunities and Threats
5. Stakeholders
6. Four Step Marketing Model
7. Marketing Research
8. Marketing Segmentation
9. Marketing Mix Strategy & Product
10. Price or Customer Costs
11. Place: Channels of Distribution
12. Promotion: Not the Same as Marketing
13. Case Studies
14. Marketing Evaluation
15. From the Social Media Manager's Perspective: Putting It All Together
About the Authors
Annotated Bibliography
Index
Über den Autor / die Autorin
Lorri Mon has served as an associate professor and former director of Florida State University’s School of Information, researching and teaching in the area of changing and emerging technologies for libraries. She has designed and taught graduate courses in social media marketing, digital/virtual reference, and makerspaces, and is the author of published books and articles on social media and libraries. Dr.Christie Koontz is an adjunct professor of marketing at Florida State University’s iSchool as well as San Jose State University iSchool, continuing work in marketing internationally through IFLA, International Federation of Library Agencies.
Zusammenfassung
This updated new edition is a much- needed guide to marketing for libraries, archives, and museum professionals in the social media age. It is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing and deliberately managing a comprehensive marketing campaign.
