Marketing Concepts for Libraries and Information Services ~ Paperback ~ Eileen Elliott De Saez

This fully-updated third edition of the best-selling textbook offers information professionals a comprehensive foundation and structure for effective strategic marketing and shows how they can use this to enable their library to grow, develop and find new perspectives. The books introduces practitioners to a wide range of marketing concepts and techniques suitable for library and information services and shows how it is essential for a library to be truly market oriented in order to ensure its survival and future prosperity. The third edition is fully updated to encompass recent developments including social media, marketing 3.0, interactive marketing, values-driven marketing marketing, holistic marketing annd video marketing. The book also includes two completely new chapters on marketing environments and marketing culture. The book offers references and lists of further reading to act as a useful source of further information. This will be essential reading for library managers and library and information professionals who want a comprehensive foundation and structure for effective strategic marketing and students of LIS.Table of Contents1. What is marketing 2. Marketing culture 3. The mission for libraries and information services 4. Corporate identity and corporate image 5. Marketing environments in 21st century 6. Market segmentation 7. Marketing mix 8. Marketing communications 9. Public relations for libraries and information services 10. Market research 11. Marketing management 12. The marketing audit 13. The marketing plan 14. And finally 15. Bibliography.Author BiographyEileen Elliott de Saez is a Chartered Marketer, one of the first in the UK, and formerly was Senior Lecturer at the School of Information Studies, University of Northumbria. Marketing Concepts for Libraries and Information Services Release Date Australia: December 31st, 2017