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[ 洋図書 ] Marketing and social media : a guide for libraries, archives, and museums /

Christie Koontz and Lorri Mon. -- Rowman & Littlefield, -- c2014. --

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ISBN 081089081X (pbk. : acid-free paper)
ISBN13桁 9780810890817 (pbk. : acid-free paper)
無効なISBN等 9780810890824 (electronic)
テキストの言語 英語                  
分類：NDC10版 013
個人著者標目 Koontz, Christie.
本タイトル Marketing and social media :
タイトル関連情報 a guide for libraries, archives, and museums /
著者名 Christie Koontz and Lorri Mon.
出版地・頒布地 Lanham :
出版者・頒布者名 Rowman & Littlefield,
出版年・頒布年 c2014.
数量 xiii, 295 p. ;
大きさ 23 cm.
書誌注記 Includes bibliographical references (p. 281-286) and index.
内容注記 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.
要約、抄録、注釈等 Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign. Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered. Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant. - Publisher.
著者標目 Mon, Lorri M.
一般件名 Libraries -- Marketing.
Archives -- Marketing.
資料情報1 『Marketing and social media : a guide for libraries, archives, and museums /』　Christie Koontz and Lorri Mon.　Rowman & Littlefield,　c2014. （所蔵館：中央　 請求記号：F/013.0/K82/M　 資料コード：7105152145）
URL https://catalog.library.metro.tokyo.lg.jp/winj/opac/switch-detail.do?lang=ja&bibid=1352013969

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