Marketing StrategyExecutive SummaryMission and Vision statementBusiness and Product ReviewSituation analysis; SWOT, internal/external environment,customer needs analysis, current situation, product andservice reviewMarket ReviewTrends overview, Market segments, Target marketGoals and ObjectivesStrategiesPositioning, Product , Pricing, Distribution,Communications/PromotionAction Plan and ImplementationAction plans and tasks, Budget , ScheduleEvaluationReview and evaluation systems
Benefits of Planning Development of right products and service Ensures business growth in a controlled way Resources are identified and allocated Activities are organised and managed Staff are engaged and can take ownership ofthe outcomes Performance can be monitored, measuredand rewarded
“There will always, one can assume,be a need for selling. But the aim ofmarketing is to make sellingsuperfluous. The aim of marketingis to know and understand thecustomer so well that the product[or service] fits him and sells itself.Ideally marketing should result in acustomer who is ready to buy [orreceive]. All that should be neededthen is to make the product orservice available.”Druker, P. (1973). Management: tasks, responsibilities, practices. Harper & Row:New York, pp. 64-65. In Kotler, P. (2000). Marketing management. 10th ed.Prentince-Hall: London, p 8.
Suggested ResourcesLibrary Marketing : Thinking Outside the Boxhttp://www.librarymarketing.blogspot.com/Marketing Library Services (MLS)http://www.infotoday.com/mls/Marketing: Sources for Library and Information Serviceshttp://dis.shef.ac.uk/sheila/marketing/sources.htmMarketing Your Library (Emerald, Library Link)http://iris.emeraldinsight.com/vl=16780277/cl=22/nw=1/rpsv/librarylink/marketing/marketing.htmMarketing Your Library – Resources for MarketingLibraries On and Off the Internet.http://www.librarysupportstaff.com/marketinglibs.htmlURLs correct as of 30 October 2005
Presentation byNicky Hayward-WrightManagerLibrary & Information ServiceAlzheimer’s Australia NSW