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LIBER 2020 - Keynote Address - True Marketing Defined by Christine Koontz

Koontz, Christine; Kautonen, Heli


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    "description": "<p>These are the slides from the LIBER 2020 Keynote Address: True Marketing Defined by Christine Koontz.</p>\n\n<p><strong>Session Description:</strong></p>\n\n<p>Dr. Koontz is a recently retired and current adjunct faculty member at Florida State University (FSU) and San Jose State University (SJSU), USA.</p>\n\n<p>The Keynote Speech will be chaired by Dr. Heli Kautonen, Finnish Literature Society, Finland</p>\n\n<p>Information professionals are natural marketers whether we think of ourselves in this way or not. Successful marketers meet the needs of customers in timely, convenient, and useful ways&mdash;and in the process make customers satisfied. Our professions strive for this daily, and knowledge of systematic marketing helps puts these efforts into practice.&nbsp; A four-step marketing model facilitates understanding today&rsquo;s presentation, &ldquo;True Marketing Defined.&rdquo;</p>\n\n<p><em>Marketing research</em>&nbsp;is finding out&nbsp;<em>all</em>&nbsp;you can about your market(s) whether they be actual or potential customers.&nbsp;&nbsp;<em>Market segmentation</em>&nbsp;is based upon the marketing research and assumes that markets are heterogeneous&mdash;that is, consisting of diverse groups with different demographics, interests, lifestyles, and needs.&nbsp;<em>Marketing mix strategies</em>&nbsp;are developed with the consideration that most organizations are limited in resources and therefore must allocate carefully developing&nbsp;<em>product</em>,<em>&nbsp;price</em>,<em>&nbsp;place</em>, and<em>&nbsp;promotion&nbsp;</em>of materials, services, and programs, based upon the research and delivered to various segments. P<em>rogram-level</em>&nbsp;evaluation assesses the results of marketing efforts.</p>\n\n<p>Over the last four decades, libraries, archives, and museums and supporting professional organizations advocate and produce evaluation measures due to the &nbsp;need for accountability amidst disruptive and changing times, and competition for dwindling public and private funds.</p>", 
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