Cover image for Marketing/planning library and information services
Marketing/planning library and information services
Weingand, Darlene E.
Personal Author:
Second edition.
Publication Information:
Englewood, Colo. : Libraries Unlimited, [1999]

Physical Description:
xvii, 187 pages : illustrations ; 25 cm
Format :


Call Number
Material Type
Home Location
Item Holds
Z716.3 .W44 1999 Adult Non-Fiction Non-Fiction Area

On Order



Framing sound marketing principles within the context of customer service, Weingand demonstrates how current marketing ideas and strategies can contribute to effective library and information center management. This new edition of Weingand's practical handbook gives a broad overview of the entire marketing/planning system-from a working definition of marketing, creating a marketing team, and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, connecting to customers, promoting services, and evaluating the end result. In each of these areas, Weingand has updated the information, added new scenarios and figures, even restructured some of the concepts. Special attention is given to the relationship between the library's mission and vision, and a more thorough discussion of budgetary considerations is offered. A new chapter that focuses on the future and the library's role in the next millennium concludes the work. This basic g

Author Notes

DARLENE E. WEINGAND is Professor Emerita at the University of Wisconsin-Madison and an Adjunct Professor of Information and Computer Science, University of Hawaii, Manoa.

Table of Contents

Illustrationsp. ix
Introductionp. xi
1 What Is Marketing?--And How Does It Connect to the Planning Process?p. 1
Marketing and Information Managementp. 2
Marketing--A Definitionp. 4
The Marketing Mixp. 5
The Philosophy of Planningp. 9
Planning: A Proactive Guide to Excellence in Managementp. 9
Staff Time--A Primary Resourcep. 11
The Relationship Between What Is and What Could Bep. 12
The Structure of Mergingp. 13
Scenario: Marketing and Planningp. 18
Notesp. 18
2 Before You Begin--Forming a Marketing/Planning Teamp. 21
Why Use the Team Approach?p. 21
General Concepts for Successp. 23
Administrative Supportsp. 24
Composition of the Teamp. 24
The Schedule of Workp. 26
Building Team Behaviorp. 26
Three Types of Group Processp. 27
Putting Ideas into Actionp. 28
A Final Wordp. 29
Scenario: Planning Teamp. 30
Notesp. 30
3 Developing a Mission and Vision--Why Exist?p. 31
Attributes of the Missionp. 31
Creating the Mission and Role Statementsp. 35
The Vision Statementp. 38
Recap: No One Right Wayp. 39
Scenario: Mission and Visionp. 39
Notesp. 40
4 The Marketing Audit--Examining the Library's Environmentsp. 41
The Marketing Audit As the "Umbrella"p. 42
Components of the Marketing Auditp. 43
The External Environmentp. 43
Environmental Scanningp. 47
The Internal Environmentp. 48
The Organizational Marketing Systemp. 50
Organizational Activity Analysisp. 52
The Procedure for Conducting a Marketing Auditp. 53
Scenario: Marketing Auditp. 56
Notesp. 56
5 Goals, Objectives, and Action Strategies--A Road Map to an Effective Futurep. 57
A First Step: Setting Goalsp. 57
Types of Goalsp. 58
Environmental Scanning--Future Screensp. 61
Summary--The Process of Setting Goalsp. 62
The Anatomy of Objectivesp. 63
Objectives--Milestones Along the Wayp. 64
Stages of Objectives Developmentp. 66
Checkpoint Questionsp. 67
The Influence of Product and Pricep. 68
Summary--Objectives As Milestonesp. 68
Action Strategies--The Plan of Workp. 69
The Manner of Movementp. 70
Critical Ingredientsp. 71
The Process of Developing Action Strategiesp. 72
Criteria for Evaluationp. 74
Summary--Action Strategiesp. 76
Scenario: Setting Goalsp. 77
Scenario: Objectivesp. 78
Scenario: Action Strategiesp. 79
Notesp. 79
6 The Library's Products--Heart of the Systemp. 81
The Product Approach in an Information Worldp. 81
A Unique Producer: The Information Agencyp. 83
The Product--Circles Within Circlesp. 85
Levels of Product Analysisp. 87
Product Designp. 88
A Model for Product Analysisp. 89
The Relevance of Innovation Theoriesp. 90
New Product Developmentp. 91
The Product Life Cyclep. 95
Scenario: Product Designp. 97
Notesp. 98
7 The Price--What Does Each Product Cost?p. 99
What Does Price Mean?p. 99
Costing and Budgetingp. 102
The Program Budgetp. 102
Fixed and Variable Costsp. 104
Impactp. 104
Cost/Benefit Analysisp. 104
Direct and Indirect Costsp. 106
Intangibles--The Subjective Factorsp. 109
Setting Service Priorities: Cost Versus Demandp. 110
Scenario: Price / Costp. 113
Notesp. 113
8 The Place--How to Connect the Customer with the Productp. 115
Designing the Channels of Distributionp. 115
Relationship to the Marketing Auditp. 116
Relationship to Planning Elements and the 4 Psp. 117
Distribution Decision Factorsp. 119
Quality of Servicep. 120
Time, Convenience, and Resource Allocationp. 121
Priorities and Planningp. 123
Human Resource Intermediariesp. 124
User Convenience: Number and Location of Outletsp. 125
Format and Technological Deliveryp. 126
Innovation and Changep. 128
The Finite Life Cyclep. 129
Positioningp. 130
Distribution--Placing the Productp. 130
Scenario: Place/Distributionp. 131
Notesp. 132
9 Promotion--Last, but Not Leastp. 133
The Foundation: Communicationp. 134
Making It Workp. 136
Designing the Public Information Planp. 140
Scenario: Promotionp. 143
Notesp. 144
10 Evaluation--Two Approachesp. 145
Why Evaluate?p. 145
The Anatomy of Evaluationp. 147
Types of Evaluationp. 148
Roles and Responsibilitiesp. 152
In a Nutshellp. 153
Scenario: Evaluationp. 154
Notesp. 155
11 Present Success--And Designing a Preferred Futurep. 157
Another Look at Visionp. 157
Libraries, Customers, and Lifestyle Changesp. 158
Information Transferp. 161
The Unknownp. 165
Tomorrow and Tomorrowp. 166
Notesp. 168
Bibliographyp. 169
Indexp. 175