Marketing and social media : a guide for libraries, archives, and museums /
Koontz, Christie.
Marketing and social media : a guide for libraries, archives, and museums / Christie Koontz and Lorri Mon. - xiii, 295 pages 24 cm.
Includes bibliographical references (pages 281-286) and index.
A customer perspective -- Marketing and mission, goals, and objectives -- Scan the environments -- SWOT : strengths, weaknesses, opportunities and threats -- Stakeholders -- A four-step model for marketing -- Marketing research -- Marketing segmentation -- Marketing mix strategy and product -- Price or customer costs -- Place : channels of distribution -- "Promotion : not the same as marketing!" -- Case studies -- Marketing evaluation -- Four strategic marketing tools: grant writing, public relations, advocacy, common sense -- Synergy and the future.
Includes explanatory topical content designed to build a framework of marketing and social media management understanding. Contains illustrative and brief case study examples from all three institutions types.
9780810890817
Archives
Libraries
Museums
Social media.
Z 716.3 / .K837 2014
Marketing and social media : a guide for libraries, archives, and museums / Christie Koontz and Lorri Mon. - xiii, 295 pages 24 cm.
Includes bibliographical references (pages 281-286) and index.
A customer perspective -- Marketing and mission, goals, and objectives -- Scan the environments -- SWOT : strengths, weaknesses, opportunities and threats -- Stakeholders -- A four-step model for marketing -- Marketing research -- Marketing segmentation -- Marketing mix strategy and product -- Price or customer costs -- Place : channels of distribution -- "Promotion : not the same as marketing!" -- Case studies -- Marketing evaluation -- Four strategic marketing tools: grant writing, public relations, advocacy, common sense -- Synergy and the future.
Includes explanatory topical content designed to build a framework of marketing and social media management understanding. Contains illustrative and brief case study examples from all three institutions types.
9780810890817
Archives
Libraries
Museums
Social media.
Z 716.3 / .K837 2014
