Strategic Marketing for Libraries: A Handbook (The Greenwood Library Management Collection)

This unique guide goes beyond mere endorsement of publicity and selling techniques to offer a thoughtful, practical, in-depth discussion of how marketing principles fit into library operations and planning. General marketing principles are explained and interpreted for practitioners in the library and information science fields. Applications of marketing principles appropriate for academic, public, and special libraries are described in detail. In addition, the book examines the interrelationships among the key steps of strategic planning, emphasizing the relationship of continuous, formal planning to implementation of marketing concepts. Numerous graphs and tables provide readily accessible information.Elizabeth J. Wood is the author of 'Strategic Marketing for Libraries: A Handbook (The Greenwood Library Management Collection)', published 1988 under ISBN 9780313244056 and ISBN 0313244057.