CILIP: the Chartered Institute of Library and Information Professionals
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News from CILIP
Wednesday 26 July 2006
For immediate release (Please copy to online discussion lists)
Do you need a greater understanding of strategic marketing planning and what it can do for your public library service?
Many government and other reports stress the need to get public libraries back into the lives of potential users, and this requires significant marketing effort on the part of the libraries. However, marketing is far more than simply creating a set of leaflets, as part of a series of disconnected programmes throughout the authority. What you need is a simple, practical guide to an integrated marketing planning process, from initial goals to implementation of marketing strategies. And along the way you will need to troubleshoot the barriers that such activities meet.
Developing Strategic Marketing Plans that Really Work: a toolkit for public libraries by Terry Kendrick is a highly practical and down-to-earth book. Supported by free, downloadable templates and forms on the web, this new book will de-mystify the marketing planning process and set it in the context of modern public library services. Through a series of easy-to-implement process steps you will see not just what is possible but what is likely to work quickly, and deliver real impact on performance indicators, in a public library context.
The book is structured as follows: ambition as the basis for marketing planning; making sense of the market for public library services; creating segment-specific value propositions for users and non-users; priorities; making sound choices; clear objectives and winning strategies; attention-grabbing marketing communications and implementation and quick progress.
The text is fully international in scope and is written for those practitioners at all levels of library management who recognise the importance of marketing planning in shaping and positively influencing the direction of public library services.
Contact: Mark O'Loughlin, Marketing Manager, Facet Publishing.
Tel: 020 7255 0597. Email: Mailto:[log in to unmask]
Notes for Editors
Developing Strategic Marketing Plans that Really Work: a toolkit for public libraries by Terry Kendrick; July 2006; 240pp; paperback; 1-85604-548-X; £34.95 (£27.96 to CILIP Members).
After ten years working in public libraries Terry Kendrick is now a strategic marketing planning consultant, and has worked on assignments in 17 different countries for over 50 organisations. He is a marketing and internet trainer for CILIP, a member of the Chartered Institute of Marketing, and a unit organiser and lecturer on the MBA programme at the University of East Anglia in Norwich.
Facet Publishing is one of the largest publishers worldwide in the field of library and information science. At the forefront of library and information development, Facet Publishing has a comprehensive list covering all the major areas of professional activity. See www.facetpublishing.co.uk for further information.
CILIP: the Chartered Institute of Library and Information Professionals is the leading professional body for librarians, information specialists and knowledge managers. It forms a community of around 35,000 people engaged in library and information work, of whom around 22,000 are CILIP Members and around 13,000 are regular customers of CILIP Enterprises. CILIP members work in all sectors, including business and industry, science and technology, further and higher education, schools, local and central government, the health service, the voluntary sector, national and public libraries. For more information about CILIP, please go to www.cilip.org.uk/.
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