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Marketing and social media : a guide for libraries, archives, and museums

Author: Christie Koontz; Lorri M Mon
Publisher: Lanham : Rowman & Littlefield, [2014] ©2014
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign. Beginning with mission, goals, and objectives, readers will  Read more...
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Document Type: Book
All Authors / Contributors: Christie Koontz; Lorri M Mon
ISBN: 9780810890800 0810890801 9780810890817 081089081X
OCLC Number: 867013152
Description: xiii, 295 pages : illustrations ; 24 cm
Contents: A customer perspective --
Marketing and mission, goals, and objectives --
Scan the environments --
SWOT : strengths, weaknesses, opportunities and threats --
Stakeholders --
A four-step model for marketing --
Marketing research --
Marketing segmentation --
Marketing mix strategy and product --
Price or customer costs --
Place : channels of distribution --
"Promotion : not the same as marketing!" --
Case studies --
Marketing evaluation --
Four strategic marketing tools: grant writing, public relations, advocacy, common sense --
Synergy and the future.
Responsibility: Christie Koontz and Lorri Mon.

Abstract:

Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign. Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered. Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant.

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Useful to those completely new to marketing or those looking for new ideas, tips and rigorous methodologies, Marketing and Social Media: A Guide For Libraries, Archives, and Museums works well to Read more...

 
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Primary Entity

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