In his column in this month’s Library Life, Duncan McLachlan provides a useful no-nonsense explanation of some marketing terms.
(LIANZA members can access the column directly from the link above by entering their membership logon, non-members can view the column in the PDF version of May’s LL when it becomes available next month)
I found a nice little summary about marketing on the Chartered Institute of Marketing website. The document* “Marketing and the 7Ps : a brief summary of marketing and how it works” is exactly that – it covers:
- what is marketing
- why marketing
- 7Ps of marketing
- Planning for a marketing strategy
- Future trends in marketing
all in less than 10 pages.
I like their definition of marketing:
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably
Of course libraries aren’t normally in the business of making a profit, but you could easily translate “profitably” to another concept like “cost effectively.”
* Link checked and ok Dec 2009. Leave a note in the comments if it doesn’t work for you 🙂