This updated new edition is a much- needed guide to marketing for libraries, archives, and museum professionals in the social media age. It is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing and deliberately managing a comprehensive marketing campaign.
This updated new edition is a much- needed guide to marketing for libraries, archives, and museum professionals in the social media age. It is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing and deliberately managing a comprehensive marketing campaign.
Lorri Mon has served as an associate professor and former director of Florida State University's School of Information, researching and teaching in the area of changing and emerging technologies for libraries. She has designed and taught graduate courses in social media marketing, digital/virtual reference, and makerspaces, and is the author of published books and articles on social media and libraries. Dr.
Inhaltsangabe
i. Dedication and Acknowledgements ii. Preface 1. Marketing and Social Media: A Customer Centered Approach 2. Marketing and Mission, Goals and Objectives 3. Scan the Environments 4. SWOT: Strengths, Weaknesses, Opportunities and Threats 5. Stakeholders 6. Four Step Marketing Model 7. Marketing Research 8. Marketing Segmentation 9. Marketing Mix Strategy & Product 10. Price or Customer Costs 11. Place: Channels of Distribution 12. Promotion: Not the Same as Marketing 13. Case Studies 14. Marketing Evaluation 15. From the Social Media Manager's Perspective: Putting It All Together About the Authors Annotated Bibliography Index
i. Dedication and Acknowledgements ii. Preface 1. Marketing and Social Media: A Customer Centered Approach 2. Marketing and Mission, Goals and Objectives 3. Scan the Environments 4. SWOT: Strengths, Weaknesses, Opportunities and Threats 5. Stakeholders 6. Four Step Marketing Model 7. Marketing Research 8. Marketing Segmentation 9. Marketing Mix Strategy & Product 10. Price or Customer Costs 11. Place: Channels of Distribution 12. Promotion: Not the Same as Marketing 13. Case Studies 14. Marketing Evaluation 15. From the Social Media Manager's Perspective: Putting It All Together About the Authors Annotated Bibliography Index
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