By Zuzana Helinsky
Technological adjustments suggest that the function of libraries is no longer as visible or guaranteed as some time past. which means to outlive, libraries needs to actively industry their services and products to their clients and to their investment assets. A concise instruction manual which spells out the serious desire for advertising for libraries, A Short-cut to advertising The Library offers a chain of functional and obtainable instruments to be successful and comprises publishers advertising and marketing suggestions.
- Brief description of classical making plans and advertising techniques
- Easy to keep on with advertising and marketing information geared to libraries and their choices and dealing practices
- Encouragement for librarians to think of their total skill, and they could make time for advertising and marketing, and they will succeed
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Extra resources for A Short-Cut to Marketing the Library
For us to feel good about our library work, and to operate together as a truly professional organisation, we must all recognise that we are each other’s customers. If we are to give proper consideration to others as individuals working alongside us, we must become less selfcentred and remember all the time where our own and our colleagues’ work fits into the organisational structure; we have to recognise that the whole is more important than just the sum of the parts. By all means everyone can come up with their own suggestions for changes in structure (and especially for cutting out unnecessary activities), but as we 51 A Short-cut to Marketing the Library are in the end totally dependent on each other everything must be coordinated.
Might any new entrants get support from our governing body? The power of customers Could our customers feel so powerful that at some time in the future they might try to force us to offer much more in the way of products or services than we do at present, or could they even demand the impossible and so threaten our very existence? g. the major grocery chains. Are our service and quality good enough? 26 Marketing tools The power of suppliers Is the suppliers’ position strong? Do any of them have a monopoly?
I am sure that if the library had done so it would have received a positive reaction, as the information was good and interesting. This library was not proactive, and so it let the customer take the decision inadvertently and by default – the very customer who has his own problems, has no spare time and doesn’t give much thought to the library, although he likes the service it provides. If we do not proactively question what the customer thinks about this or that product or service he will not tell us.