Now more than ever, libraries must find ways to engage with their communities in order to demonstrate the value they create and deliver. Engaging your Community through Active Strategic Marketing is a comprehensive resource that provides an overview of best practice strategic marketing, with advice on how to implement effective marketing activities in libraries and information services with the best chance of success. It takes each element of the strategic marketing domain and outlines both current marketing best practice and its detailed application in the library and information sector. It includes a set of tools and techniques to help reflection and progress towards effective marketing.

Whether it is raising awareness of resources, increasing library use or demonstrating value, this book will help libraries from all sectors achieve their goals, communicate their benefits and present a clear and consistent image.

Table of Contents:

1. The need for a
professional approach to marketing of library and information services

2. The strategic marketing planning process in a library and information
context

3. Ambition for your library or information unit ? the basis of all marketing
activity

4. Understanding users and potential users within the wider information market
context

5. Identifying value and grouping users for marketing activity

6. Understanding stakeholder management to support marketing activity

7. Making choices - marketing planning

8. Crafting messages ? what to who?

9. Getting the message out ? identifying effective marketing channels

10. The role of digital marketing

11. Evaluating the response to marketing activity

12. How to give your marketing the best chance of success

Engaging your Community through Active Strategic Marketing

Reference works, dictionaries

Library and information science in general

Library and information management

Library and Information Services

Libraries and information centres

General economic, business books

Economics

Marketing, Communication, PR

Linguistics in general, dictionaries

Further readings in linguistics

Reference works, dictionaries (charity campaign)

Library and information science in general (charity campaign)

Library and information management (charity campaign)

Library and Information Services (charity campaign)

Libraries and information centres (charity campaign)

General economic, business books (charity campaign)

Economics (charity campaign)

Marketing, Communication, PR (charity campaign)

Linguistics in general, dictionaries (charity campaign)

Further readings in linguistics (charity campaign)

Engaging your Community through Active Strategic Marketing is a comprehensive resource that provides an overview of best practice strategic marketing, with advice on how to implement effective marketing activities in libraries and information services with the best chance of success.