Marketing and social media: a guide for libraries, archives, and museums

A customer perspective

Marketing and mission, goals, and objectives

Scan the environments

SWOT : strengths, weaknesses, opportunities and threats

Stakeholders

A four-step model for marketing

Marketing research

Marketing segmentation

Marketing mix strategy and product

Price or customer costs

Place : channels of distribution

"Promotion : not the same as marketing!"

Case studies

Marketing evaluation

Four strategic marketing tools: grant writing, public relations, advocacy, common sense

Synergy and the future.