Presentation Open Access

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

Koontz, Christine; Kautonen, Heli


JSON-LD (schema.org) Export

{
  "inLanguage": {
    "alternateName": "eng", 
    "@type": "Language", 
    "name": "English"
  }, 
  "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>", 
  "license": "https://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "affiliation": "Florida State University, San Jose State University", 
      "@type": "Person", 
      "name": "Koontz, Christine"
    }, 
    {
      "affiliation": "Finnish Literature Society", 
      "@id": "https://orcid.org/0000-0001-6652-1165", 
      "@type": "Person", 
      "name": "Kautonen, Heli"
    }
  ], 
  "url": "https://zenodo.org/record/3909026", 
  "datePublished": "2020-06-26", 
  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.5281/zenodo.3909026", 
  "@id": "https://doi.org/10.5281/zenodo.3909026", 
  "@type": "PresentationDigitalDocument", 
  "name": "LIBER 2020 - Keynote Address - True Marketing Defined by Christine Koontz"
}
220
238
views
downloads
All versions This version
Views 220220
Downloads 238238
Data volume 3.7 GB3.7 GB
Unique views 169169
Unique downloads 206206

Share

Cite as