Marketing and Social Media

A Guide for Libraries, Archives, and Museums

Nonfiction, Reference & Language, Language Arts, Library & Information Services, Computers, Internet, Electronic Commerce, Business & Finance, Marketing & Sales
Cover of the book Marketing and Social Media by Christie Koontz, Lorri Mon, Rowman & Littlefield Publishers
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Author: Christie Koontz, Lorri Mon ISBN: 9780810890824
Publisher: Rowman & Littlefield Publishers Publication: May 1, 2014
Imprint: Rowman & Littlefield Publishers Language: English
Author: Christie Koontz, Lorri Mon
ISBN: 9780810890824
Publisher: Rowman & Littlefield Publishers
Publication: May 1, 2014
Imprint: Rowman & Littlefield Publishers
Language: English

Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign.

Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered.

Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign.

Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered.

Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant.

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