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Future-driven library marketing

Author: Darlene E Weingand
Publisher: Chicago, Ill. : American Library Association, 1998.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Future-Driven Library Marketing goes beyond marketing-as-usual and offers a unique and practical program to position and market the library as the chosen information provider for all its customers. The strategies that will effectively market the library are future driven - they position the library, its products, and services for success - no matter what the future brings. Included are futures strategies such as:  Read more...
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Document Type: Book
All Authors / Contributors: Darlene E Weingand
ISBN: 0838907350 9780838907351
OCLC Number: 39060622
Description: xii, 189 pages : illustrations ; 23 cm
Contents: Introduction: Partnerships between Marketing and Futures Strategies 1. "Marketing 101": The Foundation of It All 2. Futuring and Futurists: Working toward a Preferred Future for Libraries 3. Visioning: Creating Tomorrow's Mission 4. The Marketing Audit: Using Systems Analysis to Inform Market Research 5. Making a Futures Screen: Using the Delphi Method 6. Using Scenarios: Identifying Future Products 7. Cost Benefit Analysis: Using Trend Extrapolation and Cross Impact Analysis 8. Distribution in an Electronic World: Using Decision Trees 9. Promotion: Using Emerging Avenues of Communication 10. Evaluation: Using Simulation Gaming 11. Learning to Live in the Twenty First Century: The Future Starts Now!
Responsibility: Darlene E. Weingand.

Abstract:

This text combines library marketing strategies with future-driven planning tips. It teaches such skills as: making a futures screen using the Delphi method; identifying future products through  Read more...

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..".presents an excellent guide to combining the concepts and practices of marketing with future strategies, focusing on positioning the library as the choice information provider to all customers." Read more...

 
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