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Book Categories |
Introduction | ||
1 | Developing a Plan | 1 |
The Planning Process | 4 | |
2 | Market Research | 15 |
Goals and Objectives | 24 | |
3 | Positioning the Library | 29 |
4 | Marketing Strategies | 37 |
The Four P's: Product, Place, Price, and Promotion | 37 | |
5 | Marketing Tactics | 51 |
Public Relations | 51 | |
Advertising | 56 | |
Direct Mail | 61 | |
Telemarketing | 62 | |
6 | Evaluation | 69 |
7 | A Sample Marketing Plan | 77 |
Worksheets | 87 | |
Bibliography | 99 | |
Index | 101 |
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