Dr. 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. Christie Koontz is an adjunct professor of marketing at Florida State University's iSchool as well as San Jose State University iSchool, continuing work in marketing internationally through IFLA, International Federation of Library Agencies.
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Tableof Contents i. Dedicationand Acknowledgements ii. Preface 1. MarketingandSocialMedia:ACustomerCentered Approach 2. MarketingandMission,GoalsandObjectives 3. Scanthe Environments 4. SWOT:Strengths,Weaknesses,Opportunitiesand Threats 5. Stakeholders 6. FourStepMarketingModel 7. MarketingResearch 8. MarketingSegmentation 9. MarketingMixStrategy&Product 10. PriceorCustomerCosts 11. Place:Channelsof Distribution 12. Promotion:NottheSameasMarketing 13. Case Studies 14. MarketingEvaluation 15. FromtheSocialMediaManager'sPerspective:PuttingItAllTogether Annotated Bibliography AbouttheAuthors Index
