04481cam a2200361Ia 4500 10474484 BD-DhUL 20161106095551.0 130527s2012 enka b 001 0 eng d 016031442 Uk 9781856048064 1856048063 (OCoLC)ocn761924436 (NNC)10474484 UTO UTO UKMGB YDXCP CDX XFF NLE OCLCO YNK STF IXA TXI BTCTA MCW BWX NGU OMB TTU BDX BD-DhUL Z716.3 .P68 2012 021.7 23 POL Potter, Ned, 1980- The library marketing toolkit / Ned Potter. Library marketing tool kit London : Facet Publishing, 2012. xxii, 218 p. : ill. ; 24 cm. Includes bibliographical references (p. [201]-203) and index. Introduction : About marketing -- Seven key concepts for marketing libraries : The seven concepts ; Anchoring these ideas in marketing theory -- Strategic marketing : The marketing cycle ; 1. Decide on your goals ; 2. Market research ; 3. Segmentation ; 4. Set objectives ; 5. Promotional activities ; 6. Measurement ; 7. Evaluation ; 8. Modification -- Developing a marketing plan -- The library brand : Quick definitions ; What is library branding? ; Visual identity ; Merchandise ; Slogans ; Branding and marketing a converged library and IT service -- Marketing and the library building : Library design ; Signs and displays ; Marketing the library as space -- An introduction to online marketing : The library website ; Search Engine Optimization (SEO) ; Mobile websites ; E-mail -- Marketing with social media : Do your patrons use social media? ; General principles of marketing with social media ; Twitter ; Facebook ; Blogs and blogging ; Tumblr ; Google+ ; LinkedIn ; Conclusion -- Marketing with new technologies : Quick definitions ; Video marketing ; Image sharing ; QR codes ; Geolocational apps ; Web 2.0 catalogues and live chat ; Podcasts Wikis ; Slide sharing ; Viral marketing ; Technology and teenagers -- Marketing and people : Collaborating with people ; Reaching people -- Internal marketing : The importance of internal marketing ; Marketing to internal stakeholders ; Marketing with internal stakeholders: co-operative promotion -- Library advocacy as marketing : National campaigns and localPromotingg ; Pormoting your library incriticisme to citicism of libraries in general ; Advocacy, positiveand possitive messages ; The library media narrative ; Trojan horse advocacy -- Marketing special collections and archives : Introduction ; Access, access, access: marketing digital collections ; Genealogy ; Tailoring your marketing to fit the cultural landscape ; Mounting and promoting a more traditional exhibition ; Learning from museums ; Crowdsourcing ; Marketing audiovisual materials -- A final word on marketing libraries -- Appendix: Glossary of Web 2.0 tools and platforms. This practical guide offers coverage of every element of library marketing and branding for all sectors, including archives and academic, public and special libraries. This is a toolkit of ideas to inspire action. As libraries continue to fight for their survival amid growing expectations, competition from online sources and wavering public perceptions, effective marketing is increasingly becoming a critical tool to ensure the continued support of users, stakeholders and society as a whole. This unique practical guide offers expert coverage of every element of library marketing and branding for all sectors including archives and academic, public and special libraries. Packed with globally-sourced case studies from thought-leaders and those at the cutting edge of library marketing it provides innovative and easy-to-implement techniques and ideas. The key topics covered are: marketing strategy; essential marketing tools and techniques; getting the most out of social media; marketing on a budget; library branding; marketing to internal stakeholders and with third parties; marketing special collections and archives; and, library advocacy as marketing. Libraries Marketing. Branding (Marketing) Libraries. Libraries Public relations. Advertising Libraries. ddc BK 20130919 c ks26 MPS 119827 119827 0 0 ddc 0 021_700000000000000_POL 0 NFIC 225843 DUL DUL GEN 2016-11-06 Purchased 021.7 POL 479108 2016-11-06 1 2016-11-06 BK