Strategies for success : a framework for the development of a marketing plan for information services

Abstract

This article focuses on the importance and value of marketing planning. The purpose is to guide librarians who are involved in the planning and implementation of marketing for their libraries. The different components or parts of a marketing plan are analysed and the article also investigates how these components can be applied to the development of a marketing plan for a library. In the article it is illustrated that marketing is closely tied into strategic management. A general topic grouping of the key parts of a marketing plan is presented and no specific method of developing a particular marketing plan is presented.