Download The Other 51 Weeks. A Marketing Handbook for Librarians by Lee Welch PDF

By Lee Welch

The identify the opposite fifty one Weeks displays the authors conviction that the concept that of promoting for libraries is going a ways past the only week of promotional screens for Library and knowledge Week. there are lots of definitions of promoting yet such a lot come all the way down to an identical factor - it's the technique of settling on and assembly customer wishes. advertising is a crucial construction block within the strategy of coping with and fostering our libraries. The publication has a simple to stick to step by step layout to permit the reader to formulate his or her personal business plan. The e-book is meant to distil the idea and strip the hype from what's an easy yet important strategy that may support todays libraries to thrive in a altering international. It places advertising and marketing in its right position within the librarians administration instrument kit.

The writer has labored in public, designated and educational libraries at a number of phases of her occupation, in addition to the library exchange area and consultancy. As a certified venture supervisor and advisor for over ten years, she has vast event in determining the wishes of her consumers to industry and speak successfully with their audiences. The booklet attracts on her event as a expert and attracts on fabric constructed for consumers by way of AIMA education and Consultancy prone over a long time within the box

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Additional resources for The Other 51 Weeks. A Marketing Handbook for Librarians

Sample text

Why? Put simply, community-based social marketing is based on the premise that there are three main reasons people don't change their behaviour. 2). So to influence a change in behaviour in a target group, the CBSM approach looks at the perceived barriers and benefits ofthat change. The important word here is 'perceived' because this is not about the facts, this is about what people believe the 20 The other 51 weeks facts to be. This is a critical distinction to make in any marketing approach, as is ensuring that we check the actual perceptions before creating a strategy, instead of making our own assumptions about them.

This has given rise to the concept of 'community-based social marketing' or CBSM. CBSM is of interest to us because it focuses on changing behaviour specifically, and because the research behind this concept explores the connection between providing information and creating a change in behaviour. Understanding behavioural change enables us to examine in greater depth 'why' our customers do - or don't do - certain things. The CBSM approach looks for reasons why people will and won't adopt new models of behaviour.

Berry, LL 1990, Delivering quality service: Balancing customer perceptions and expectations, Free Press, New York. CHAPTER 3 Groundwork: The situation analysis We have already established that good marketing relies on making the client paramount in our considerations. This sets a philosophy from which an action plan can grow - the marketing plan. There are three fundamental steps to adopting a marketing approach: • • • preliminary analysis of the situation, including the development of a series of objectives and goals for the library; development of a marketing strategy using all the available components of the marketing mix; and implementation ofthat strategy, a process that also includes ongoing evaluation and refinement of the plan.

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