The Bottom Line: Managing Library Finances will be publishing a special issue on library marketing and strategic market planning. TBL is an Emerald publication that explores the business management side of libraries and it’s role in their success. The editor of this special issue is looking for articles that consider, theoretically or practically, the role marketing and marketing strategy plays in the success and viability of library organizations of all kinds. Articles can be of any length and should feature new or innovative ideas regarding the idea of marketing the library and its services in ways that promote value, aid in the implementation of strategic plans or promote more effective delivery of patron/customer need. Preference will be given to articles that explore the applicability of sales and marketing ideas in non-library environments that inform and bolster what we collectively know about library marketing, in order to consider it in a fresh way. Ideal topics include:
• Community-based social marketing
• Sales and personal selling in library environments
• Social networks and library marketing
• Selling or marketing non-tangibles
• Services marketing strategy and planning
• Applying POS and retail concepts to library marketing
• Merchandising
• Value creation
• Customer orientation
• Consumer behavior
• Market research strategies
• Marketing virtual library services
• Focus groups, surveys and best practices for understanding patrons
• Selling the library to cultivate/raise funds
• Cost-benefit analysis of services, materials etc.
• New product/service development
• Non-revenue based conceptual sales
• Preference marketing
• Benefit driven marketing
• Market planning and innovation
• Strategic planning and the marketing function
• The role of selling in library promotions
If you are interested in contributing, please send the editor your name, a short proposal of the topic, and a tentative title for the article. Deadline for proposals is April 15, 2011 with priority attention given to earlier submissions. Articles would be due to the editor by August 1, 2011 and submitted online at http://mc.manuscriptcentral.com/tbl. Any questions can be directed to the special edition’s editor at mgerman@calstatela.edu. Thank you.
Michael Germano
California State University, Los Angeles
mgerman@calstatela.edu
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