Strategic Marketing

Abstract

This chapter from The Library Marketing Toolkit focuses on marketing strategy. Marketing is more successful when it happens as part of a constantly-renewing cycle. The aim of this chapter is to demystify the process of strategic marketing, simplifying it into seven key stages with advice on how to implement each one. Particular emphasis is put on dividing your audience and potential audience into segments, and marketing different messages to each group.

It includes case studies from Terry Kendrick, Alison Circle, and Oriana Acevedo.

Metadata

Item Type:	Book Section
Authors/Creators:	Potter, Ned
Copyright, Publisher and Additional Information:	This is a preprint of a chapter accepted for publication by Facet Publishing. This extract has been taken from the author’s original manuscript and has not been edited. The definitive version of this piece may be found in Potter, Ned; The Library Marketing Toolkit; 2012; Facet Publishing; ISBN: 978-1-85604-806-4; which can be purchased from http://www.facetpublishing.co.uk/title.php?id=8064. The author agrees not to update the preprint or replace it with the published version of the chapter.
Keywords:	marketing, libraries, marketing cycle, strategic marketing
Dates:	2012
Institution:	The University of York
Academic Units:	The University of York > Professional Services (York) > Library and Archives (York)
Depositing User:	Mr Ned Potter
Date Deposited:	23 May 2016 14:44
Last Modified:	20 Mar 2018 20:44
Published Version:	http://www.facetpublishing.co.uk/title.php?id=8064
Status:	Published
Publisher:	Facet Publishing
Open Archives Initiative ID (OAI ID):	oai:eprints.whiterose.ac.uk:99894

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Strategic Marketing

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