TY  - BOOK
AU  - Koontz, Christie.
AU  - Mon, Lorri M.
TI  - Marketing and social media: a guide for libraries, archives, and museums 
SN  - 9780810890817
AV  - Z 716.3 .K837 2014
PY  - 2014///]
CY  - Lanham
PB  - Rowman & Littlefield
KW  - Archives
KW  - Libraries
KW  - Museums
KW  - Social media
N1  - 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
N2  - 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
ER  -