Cover -- Title Page -- Contents -- Foreword -- Acknowledgments -- About the Website -- Introduction -- Chapter 1: How and Why People Become Accidental Marketers -- How Did We Get Here? -- Where Are We Now? -- How Accidental Marketers Are Born -- Just How "Accidental" Are We? -- The Need for More Marketing Education in Library Schools -- What to Expect From This Book -- Chapter 2: Starting With the Basics of Communication -- What, Really, Is Marketing? -- The Cycle of True Marketing -- The Missing Link Revealed -- Definitions and Differences -- The Four Ps -- An Example of How Businesses Use Marketing -- What's in a Name? Or in Any Word? -- Chapter 3: Assessing Your Current Situation -- Your Physical Spaces -- Your Online Environment -- Your Printed Materials -- Your Customer Service Environment -- The Attitudes of Customers and Potential Users -- Chapter 4: Using Demographic, Geographic, and Census Data -- Tapping Into Demographic and Geographic Data -- Using Data to Build a SWOT Analysis -- Chapter 5: What Marketing Experts Think Is Most Important -- How to Avoid the Five Most Common Marketing Mistakes -- What Other Experts Think and Teach -- Words of Wisdom From Others -- What Surveys and Studies Have Revealed -- Chapter 6: Getting Administrators, Managers, and Staff to Buy In -- Basic Rules of Thumb for Achieving Buy-In -- Getting Staff Buy-In for Extra Work on Marketing and Promo Projects -- The Keys to Real Buy-In -- Chapter 7: Making Evidence-Based Decisions With Administrators -- Examine All of Your Data and Evidence -- Look at Your Goals, Mission, and Vision -- Think About Your Logo and Your Brand -- Chapter 8: Don't Shy Away From Statistics -- Start With Stats You've Got and Make Them More Powerful -- Statistics You Might Not Record, But Should -- The Importance of Cost/Benefit Analysis.

Examples of Results From ROI Studies Around the United States -- The Cost of Value Studies -- Chapter 9: Understanding the Cycle of True Marketing -- All of the Steps in the True Marketing Process -- Follow These Vital Steps and You Will Find Success -- Chapter 10: Writing Your Formal Plans -- The Proper Hierarchy of Plans -- All About Marketing Plans -- Five Steps to a Basic Marketing Plan -- The Marketing Plan as Part of the Cycle of True Marketing -- How a Communication Plan Can Help -- A Word About Technology Plans -- Sharing Plans Among Friends -- Chapter 11: Basic Rules for Producing Good Promotional Materials -- Craft Your Message Carefully -- Design Rules for Creating Good Promotional Materials -- Tracking Workflow for Promotional Materials -- Helpful Tips for Working With Print Shops -- It All Reflects on Your Library -- Chapter 12: Getting the Message Out -- My Recommendations for Communication -- Working With the Media -- Spreading the Library's Message Through Partnerships -- A Few Words About Word-of-Mouth Marketing -- The Time Has Come for Mobile Marketing -- Chapter 13: Using Your Website for Public Relations and Outreach -- What Do People Expect From Websites? -- Make Sure Search Engines Can Find Your Site -- Learning How People Search and See -- You Need the "Full Monty" Website -- Chapter 14: Finally, the Fun Stuff -- Fun Events and Success Stories -- "Wow Factor" Ideas You Can Try on Your Own -- Promotion That Doesn't Feel Like Promotion -- Snappy Comebacks for That Awful Question, "Now That We Have the Internet, Why Do We Still Need Libraries?" -- The Final Lesson -- Appendix A: Improving Our Media Relations via Strategic Communications Planning -- Appendix B: Designing Promo Materials That Are Legible -- Appendix C: Promotion Is Not the Same as Marketing -- About the Author -- Index.