All about marketing from the Free Management Library

The Free Management Library is a collaborative online resource which:

provides easy-to-access, clutter-free, comprehensive resources regarding the leadership and management of yourself, other individuals, groups and organizations. Content is relevant to the vast majority of people, whether they are in large or small for-profit or nonprofit organizations. Over the past 10 years, the Library has grown to be one of the world’s largest well-organized collections of these types of resources

There is a section on marketing  which looks like it provides excellent background on a range of marketing topics. It divides the subject into inbound and outbound marketing:

Inbound Marketing Includes Market Research to Find Out:

  1. What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program — however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs)
  2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in order to meet the needs)
  3. How each of the target markets might choose to access the product, etc. (its “packaging”)
  4. How much the customers/clients might be willing pay and how (pricing analysis)
  5. Who the competitors are (competitor analysis)
  6. How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)
  7. How the product should be identified — its personality — to be most identifiable (its naming and branding)

Outbound Marketing Includes:

  1. Advertising and promotions (focused on the product)
  2. Sales
  3. Public and media relations (focused on the entire organization)
  4. Customer service
  5. Customer satisfaction

This point jumped out at me:

Too often, people jump right to the outbound marketing. As a result, they often end up trying to push products onto people who really don’t want the products at all. Effective inbound marketing often results in much more effective — and less difficult — outbound marketing and sales.

 

 

Useful book: Developing strategic marketing plans that really work

While running a search on libraries and marketing I came across a book review on Developing strategic marketing plans that really work: a toolkit for public libraries, by Terry Kendrick.

I haven’t seen the book myself, but the review by Philip Calvert (Victoria University of Wellington, New Zealand) indicates it’s a very worthwhile one to consult – a book that is practical and one that helps convert theory into practice. I’m interested that:

In later chapters Kendrick discusses the market for public library services, and how to discover more about this by market research to help in the creation of a community profile. He goes to describe how the market can be segmented and a value proposition written for each segment.

 

Great website for marketing basics

If you need to get up to speed on marketing basics Knowthis.com is a great website to start with. It includes a number of tutorials which give background on topics such as market research, customers, product, distribution, price and marketing management.

I was interested to see how the site came about:

In November of 1997 a conversation between a university marketing professor and a university business librarian brought to light the lack of a centralized Internet resource dedicated to the field of marketing.  This conversation was the starting point for building an online directory of marketing resources.  By October 1998 the project moved under the domain name KnowThis.com where it remains today.  Over this time the site has grown from a web directory to a comprehensive site that includes tutorials, articles, forums, links to industry news and much more.