MARKETING THE LIBRARY

KARRYL SAGUN
Rizal Library Ateneo de Manila University

MARKE TING

“MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND PROCESSES FOR CREATING, COMMUNICATING, DELIVERING, AND EXCHANGING OFFERINGS THAT HAVE VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, AND SOCIETY AT LARGE.” — AMERICAN MARKETING ASSOCIATION

“MARKETING IS THE SOCIAL PROCESS BY WHICH INDIVIDUALS AND GROUPS OBTAIN WHAT THEY NEED AND WANT THROUGH CREATING AND EXCHANGING PRODUCTS AND VALUE WITH OTHERS.” — PHILIP KOTLER

“MARKETING IS EVERYTHING.” — REGIS MCKENNA

MARKETING IS INTERRUPTING PEOPLE—AND SAYING, “HEY, HERE’S A PRODUCT. YOU — KARRYL NEED THIS. IT WILL MAKE SAGUN YOUR LIFE BETTER.

CUSTOMERS DO NOT CARE ABOUT YOU… …UNTIL THEY KNOW WHAT YOU CAN DO FOR ATWOOD (2006), BERGER (2009), HUNTER (2012), LESHEM (2012), ET THEM. AL

MARKETING IS INTERRUPTING PEOPLE—AND SAYING, “HEY, HERE’S A PRODUCT. YOU NEED THIS. IT WILL MAKE YOUR LIFE BETTER. — KARRYL SAGUN

INTERRUPTING PEOPLE

CREATI VELY

PEOPLE, HERE’S A LIBRARY. YOU NEED IT.
*CREATIVELY*

WHEN PEOPLE WALK INTO YOUR LIBRARY, IS THE EXPERIENCE MERELY

PRINCIPLE :

BE REMARKA BLE

LIBRARY CLUBS

LOVE THE LIBRARY LIVE THE LIBRARY LIVE INSIDE THE LIBRARY

PRINCIPLE :

BE REMARKABLE TO THE PEOPLE WHO CARE

DON’T GO TOO FAR.

PRINCIPLE :

BE TRUTHFULLY REMARKABLE TO THE PEOPLE WHO

BE TRUTHFULLY REMARKABLE TO THE PEOPLE WHO CARE (AND THE REST WILL FOLLOW).

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