How to Develop a Marketing Plan for an Academic Library

How to Develop a Marketing Plan for an Academic Library
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如何为学术图书馆制定营销计划

DOI：
10.1300/j124v25n01_05
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发表时间：
2007
期刊：
影响因子：
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通讯作者：
Toni Tucker Mlis
Toni Tucker Mlis
中科院分区：
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文献类型：
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作者：
Lynda M. Duke Ms;Toni Tucker Mlis

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营销图书馆服务和项目对用户的重要性是无可争辩的，但是制定一个有效的图书馆营销计划对于新手来说可能是一项艰巨的任务。最近有很多关于如何推销学术图书馆的文章，但营销不仅仅是简单地张贴传单或分发书签。现在，市场营销比以往任何时候都更应该成为图书馆整体战略规划过程的一部分。图书馆必须制定一个营销计划，将图书馆的战略计划、使命和愿景声明结合起来。本文从公共机构和私人机构的角度，逐步概述了如何制定全面的营销计划。
ABSTRACT The importance of marketing library services and programs to users is indisputable, but developing an effective library marketing plan can be daunting for individuals new to the task. Much has been written recently about ways to market the academic library, but there is more to marketing than simply hanging a flyer or distributing a bookmark. Now, more than ever, marketing should be a part of the library's overall strategic planning process. Libraries must develop a marketing plan that incorporates the library's strategic plan as well as the mission and vision statements. This article provides a step-by-step overview on how to develop a comprehensive marketing plan, from both a public and a private institution's perspective.