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Darlene E. Weingand - Marketing Planning Library and Information Services:

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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 new edition of Weingands practical handbook gives a broad overview of the entire marketing/planning system-from a working definition of marketing, creating a marketing team, and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, connecting to customers, promoting services, and evaluating the end result. In each of these areas, Weingand has updated the information, added new scenarios and figures, even restructured some of the concepts. Special attention is given to the relationship between the librarys mission and vision, and a more thorough discussion of budgetary considerations is offered. A new chapter that focuses on the future and the librarys role in the next millennium concludes the work. This basic g

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Marketing Planning Library and Information Services:

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Page iii
Marketing/Planning Library and Information Services
Second Edition
Darlene E. Weingand
1999
LIBRARIES UNLIMITED, INC.
Englewood, Colorado
Page iv
Copyright 1999 Darlene E. Weingand
All Rights Reserved
Printed in the United States of America
No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.
LIBRARIES UNLIMITED, INC.
P.O. Box 6633
Englewood, CO 80155-6633
1-800-237-6124
www.lu.com
Library of Congress Cataloging-in-Publication Data
Weingand, Darlene E.
Marketing/planning library and information services / by Darlene
E. Weingand. -- 2nd ed.
xvii, 187 p.1725 cm.
Includes bibliographical references (p. 169) and index.
ISBN 1-56308-612-3 (cloth)
1. Libraries--Public relations. 2. Information services--Public
relations. 3. Advertising--Information services. 4. Information
services--Marketing. 5. Information services--Planning.
6. Advertising--Libraries. 7. Libraries--Marketing. 8. Library
planning. I. Title.
Z716.3.W44 1999
021.7--DC21 99-31433
CIP
Page v
Contents
Illustrations
ix
Introduction
xi
1
What Is Marketing?And How Does It Connect to the Planning Process?
1
Picture 2
Marketing and Information Management
2
Picture 3
MarketingA Definition
4
Picture 4
The Marketing Mix
5
Picture 5
The Philosophy of Planning
9
Picture 6
Planning: A Proactive Guide to Excellence in Management
9
Picture 7
Staff TimeA Primary Resource
11
Picture 8
The Relationship Between What Is and What Could Be
12
Picture 9
The Structure of Merging
13
Picture 10
Scenario: Marketing & Planning
18
Picture 11
Notes
18
2
Before You BeginForming a Marketing/Planning Team
21
Picture 12
Why Use the Team Approach?
21
Picture 13
General Concepts for Success
23
Picture 14
Administrative Supports
24
Picture 15
Composition of the Team
24
Picture 16
The Schedule of Work
26
Picture 17
Building Team Behavior
26
Picture 18
Three Types of Group Process
27
Picture 19
Putting Ideas into Action
28
Picture 20
A Final Word
29
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