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Strategic Planning as a Prerequisite to Strategic Marketing Action in Libraries and Information Agencies

机译：战略规划是图书馆和信息机构战略营销行动的前提

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It is essential that library and information agency directors lead their organizations through a strategic planning process before developing strategic marketing plans which should be based on, and designed, to support the attainment of strategic objectives. Whatever strategic planning process is used, it should result in a clear vision of what the organization wants to become. An ideal plan should also be able to answer questions such as: Who are the organization's primary customers? What are the primary and secondary products and services? Is the current marketing plan supportive of the vision, mission and strategic goals of the organization? Using strategic marketing processes, an organization will be able to develop a competitive product mix and an appropriate marketing approach targeting identified markets. For too long we have misunderstood marketing/strategic planning to mean "promotion and public relations." Of course, we know that this is a much bigger and more important phenomenon in many libraries and information agencies, requiring greater sophistication and attention than it has received in the past.
机译：在制定战略营销计划之前，图书馆和信息代理机构的主管必须带领他们的组织通过战略计划流程，而战略营销计划应基于和设计以支持实现战略目标。无论使用什么战略计划过程，都应该对组织要成为什么样的组织有清晰的认识。理想的计划还应该能够回答以下问题：谁是组织的主要客户？什么是主要和辅助产品和服务？当前的营销计划是否支持组织的愿景，使命和战略目标？使用战略性营销流程，组织将能够开发竞争性产品组合和针对已确定市场的适当营销方法。长期以来，我们对营销/战略规划的误解是指“促销和公共关系”。当然，我们知道，在许多图书馆和新闻机构中，这是一个更大，更重要的现象，与过去相比，需要更多的技巧和关注。

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