Marketing/Planning Library and Information Services: Second Edition

Framing sound marketing principles within the context of customer service, Weingand demonstrates how current marketing ideas and strategies can contribute to effective library and information center management. This new edition of Weingand's practical handbook gives a broad overview of the entire marketing/planning system-from a working definition of marketing, creating a marketing team, and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, connecting to customers, promoting services, and evaluating the end result. In each of these areas, Weingand has updated the information, added new scenarios and figures, even restructured some of the concepts. Special attention is given to the relationship between the library's mission and vision, and a more thorough discussion of budgetary considerations is offered. A new chapter that focuses on the future and the library's role in the next millennium concludes the work. This basic g

Framing sound marketing principles within the context of customer service, Weingand demonstrates how current marketing ideas and strategies can contribute to effective library and information center management. This new edition of Weingand's practical handbook gives a broad overview of the entire marketing/planning system-from a working definition of marketing, creating a marketing team, and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, connecting to customers, promoting services, and evaluating the end result. In each of these areas, Weingand has updated the information, added new scenarios and figures, even restructured some of the concepts. Special attention is given to the relationship between the library's mission and vision, and a more thorough discussion of budgetary considerations is offered. A new chapter that focuses on the future and the library's role in the next millennium concludes the work. This basic g

Booknews

Gives a broad overview of the entire marketing and planning system and shows how marketing relates to essential library service functions in the information age. Tells how to create a marketing team, develop a mission, design and price the product, and promote service, with special attention given to the relationship between mission and vision. Serves as a resource for information professionals in both institutional and entrepreneurial settings, and can be used as a text for students. This second edition adds two chapters. The author is a consultant and trainer in the field. Annotation c. Book News, Inc., Portland, OR (booknews.com)

DARLENE E. WEINGAND is Professor Emerita at the University of Wisconsin-Madison and an Adjunct Professor of Information and Computer Science, University of Hawaii, Manoa.