2, Issue 1 (Summer 2018)
Creating a Marketing Plan with a
Marketing Team of One
Carrie Girton, Miami University Hamilton
Libraries Journal, volume 2, issue 1, pages 81-85.
Abstract: For librarians with little or no marketing experience,
marketing plans can be daunting and overwhelming. However, they are not
as difficult as they may seem. This article describes how the author
created a marketing plan for a small academic library based on the
structured, 5-part process, based on Kathy Dempsey’s 2009 book, The
Accidental Library Marketer.
Keywords: marketing, marketing plans, academic libraries
Dempsey, K. (2009). The accidental library marketer. Medford, NJ: Information Today.
Fisher, P. H., Pride, M. M., & Miller, E. G. (2005). Blueprint for your library marketing plan: A guide
to help you survive and thrive. Chicago, IL: American Library Association.
Jantsch, J. (2009, March). 7 steps to the perfect marketing plan. Entrepreneur, 37(3), 98.
Kurnit, P., & Lance, S. (2009). The little blue book of marketing: Build a killer plan in less than a
day. New York, NY: Portfolio.
McDonald, M., & Wilson, H. (2011). Marketing plans: How to prepare them, how to use them.
Chichester, West Sussex, U.K.: Wiley.
Pearson, D. (2014). The 20 Ps of marketing: A complete guide to marketing strategy. Philadelphia,
PA: Kogan Page.
Smith, D. A. (2011, Oct-Dec). Strategic marketing of library resources and services. College &
Undergraduate Libraries, 18(4), 333-349. doi:10.1080/10691316.2011.624937.
Westwood, J. (2013). How to write a marketing plan. Philadelphia, PA: Kogan Page Limited.
Citation to article:
Girton, C. (2018). Creating a Marketing Plan with a Marketing Team of One. Marketing Libraries Journal, 2(1), 81-85. Retrieved from http://journal.marketinglibraries.org/august2018/MLJ-v2i1-81-85.pdf