8 10 Reasons for Marketing Library and Information Services 1.Competition for customers 2.Competition for resources 3.Maintain your relevance 4.Stop being taken for granted 5.Promote an updated image 6.Visibility 7.Valuable community resource 8.Rising expectations 9.Survival 10.Beneficial to library image Sass, Rivkah K. "Marketing the Worth of Your Library."Library Journal June 15, 2002. http://libraryjournal.reviewsnews.com/index.asp?layout=article&articleId=CA220888 http://libraryjournal.reviewsnews.com/index.asp?layout=article&articleId=CA220888
26 กลยุทธ์ส่งเสริมการตลาด (Promotion Strategy) Customer Relationship Management (CRM) Direct mail / E-mail Marketing Event Marketing Guerrilla Marketing Buzz Marketing Cause-related Marketing Social Marketing PR / Press Release Radio Spot
27 Customer Relationship Management (CRM)
28 Biggest morning tea @ your library Social Marketing & Cause-related Marketing Social Marketing @your library “Born to Read” T-shirt
29 Exhibition & Event Marketing
30 Guerrilla Marketing To achieve conventional goals, such as profits and joy, with unconventional promotional activity, such as investing energy or creativity instead of money. Guerrilla World Water Day
31 ตัวอย่าง Guerrilla Marketing Homeless Pakistani children will wear this winter? Help them with a gift at the pay desk.
32 Expanded 7 P’s for Services Marketing Product Price Promotion Place ------------------ People Process Physical Evidence Price Promotion Place People Process Physical Evidence Physical Evidence Product