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

Koontz, Christine; Kautonen, Heli


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    <subfield code="a">&lt;p&gt;These are the slides from the LIBER 2020 Keynote Address: True Marketing Defined by Christine Koontz.&lt;/p&gt;

&lt;p&gt;&lt;strong&gt;Session Description:&lt;/strong&gt;&lt;/p&gt;

&lt;p&gt;Dr. Koontz is a recently retired and current adjunct faculty member at Florida State University (FSU) and San Jose State University (SJSU), USA.&lt;/p&gt;

&lt;p&gt;The Keynote Speech will be chaired by Dr. Heli Kautonen, Finnish Literature Society, Finland&lt;/p&gt;

&lt;p&gt;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&amp;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.&amp;nbsp; A four-step marketing model facilitates understanding today&amp;rsquo;s presentation, &amp;ldquo;True Marketing Defined.&amp;rdquo;&lt;/p&gt;

&lt;p&gt;&lt;em&gt;Marketing research&lt;/em&gt;&amp;nbsp;is finding out&amp;nbsp;&lt;em&gt;all&lt;/em&gt;&amp;nbsp;you can about your market(s) whether they be actual or potential customers.&amp;nbsp;&amp;nbsp;&lt;em&gt;Market segmentation&lt;/em&gt;&amp;nbsp;is based upon the marketing research and assumes that markets are heterogeneous&amp;mdash;that is, consisting of diverse groups with different demographics, interests, lifestyles, and needs.&amp;nbsp;&lt;em&gt;Marketing mix strategies&lt;/em&gt;&amp;nbsp;are developed with the consideration that most organizations are limited in resources and therefore must allocate carefully developing&amp;nbsp;&lt;em&gt;product&lt;/em&gt;,&lt;em&gt;&amp;nbsp;price&lt;/em&gt;,&lt;em&gt;&amp;nbsp;place&lt;/em&gt;, and&lt;em&gt;&amp;nbsp;promotion&amp;nbsp;&lt;/em&gt;of materials, services, and programs, based upon the research and delivered to various segments. P&lt;em&gt;rogram-level&lt;/em&gt;&amp;nbsp;evaluation assesses the results of marketing efforts.&lt;/p&gt;

&lt;p&gt;Over the last four decades, libraries, archives, and museums and supporting professional organizations advocate and produce evaluation measures due to the &amp;nbsp;need for accountability amidst disruptive and changing times, and competition for dwindling public and private funds.&lt;/p&gt;</subfield>
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