Marketing Plans in Action: A Step-by-Step Guide for Libraries, Archives, and Cultural Organizations

ALA. 2019. 200p. ISBN 9780838918128. pap. $59.99. PRO MEDIA
Owing to budget constraints, librarians, archivists, and staff of related organizations often assume duties for which they have no special training. Staff who have been assigned marketing duties now have a practical guidebook to depend on. Goodman (user experience librarian, Darien P.L., CT) offers 72 action-oriented guides designed to boost readers’ confidence with every aspect of planning, implementing, and evaluating a marketing program. Sample topics include needs assessment, project management, content creation, staff training, report preparation, and complaint management. The majority of the book consists of step-by-step tutorials on specific topics, with information such as goals, level of difficulty, time required, cost (most tasks are fee or low cost), background activities required to begin, tips to help things run smoothly, and potential pitfalls. The remaining guides are what Goodman refers to as “concept explanations,” which offer broad ideas and ways to incorporate them into one’s marketing plan; examples include user privacy, webforms, educational resources, and content updates. The excellent table of contents and index facilitate finding desired topics.
VERDICT A must-read for anyone involved in marketing activities in libraries and related organizations.

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