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- This book concerns itself with one of the most important
of the complex issues facing managers in the library and leisure
sectors - the need to develop the level and the quality of the
strategic marketing of their services. Faced with the problems
of resource acquisition and allocation, service development,
and the provision of quality services to meet carefully targeted
client groups - often within an increasingly difficult political
and economic environment - managers seek detailed guidance on
strategic marketing as part of their management programmes. Meeting
the marketing challenge presents the results of a comprehensive
survey of present practices and possible future approaches.
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- In the light of frequent uncertainty in library and leisure
services as to the role of marketing in service organizations,
Margaret Kinnell and Jennifer MacDougall provide a highly detailed
account of the features of marketing strategies being employed,
and the gaps which may exist between strategic planning and the
implementation of specific marketing functions, such as targeting,
service development, pricing and promotion. Using information
gathered from over 500 library and leisure authorities, and a
series of detailed case studies, the book highlights several
main themes:
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- * The spread of services in the 'entrepreneurial' climate
- * management structures for dealing with marketing
- * varying perceptions of marketing in different public
- service sectors
- * marketing strategy (and the lack of it)
- * targeted, shorter-term planning of marketing activities
- * marketing information systems, and the use of planned
- marketing research
- * external influences on decision-making in relation to
- marketing
- * service and product development
- * crucial issues of pricing and charging
- * training for marketing effectiveness
- * organizational arrangements to support successful
- marketing of services.
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- Overall, this is an essential source of expert information
and ideas for library and leisure service managers.
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- ISBN 0 947568 61 1
- 1994
- £25.00/US$46.00
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- ' ....skilfully interwoven.... highly readable material...
of interest to practising and aspiring managers, and is timely
considering recent changes in local and central government. Very
little up-to-date research (on marketing for libraries) has been
forthcoming. This comprehensive and thought-provoking work will
fill this gap.'
- Library and Information Research News
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- 'A welcome (and all too rare) example of developing the
results of a survey to which many have contributed into a format
from which all may develop.'
- Journal of Documentation
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- 'This is a valuable study.... as well as being useful
to thse involved in marketing UK public libraries, this book
will also be of value to those in other types of library.'
- Journal of Librarianship and Information Science
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- 'This publication is indeed timely.... although not designed
to be a practice manual, it is very useful by highlighting the
importance of marketing and getting it right.'
- New Library World
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