This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign.
For new college graduates, finding their first job in marketing is one of the hardest things they will ever do. Between competing with hundreds of other applicants for one position, creating a personal brand, and learning what it means to be a professional, the process is overwhelming. Simply applying for marketing jobs, especially in the San Francisco Bay Area is not enough. New graduate success in the employment market means getting out there to network, create a brand, and so much more. In this book, readers will discover salient tips to be successful alongside a directory of networking events where they can get started.
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