KnowThis.com added another section to its outstanding Principles of Marketing tutorial: Managing External Forces. The segment outlines some common external variables that can influence your marketing effectiveness, as well as ways to cope with them. Some examples include demographics, economic conditions, and cultural and societal change.
Though libraries can be a refuge, they are never an island. Marketing planning accounts for the internal and external factors that alter how you approach your target market, or even what target market you seek.
(Check out how Seattle libraries are adapting to external changes in their "Libraries for All" campaign (via AL Direct)).
Friday, January 12, 2007
Managing the external internally
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Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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