Marketing in Practice Essay Example | Topics and Well Written Essays - 3250 words - 1

Marketing in Practice - Essay Example Marketing is based on five Ps namely product, place, price, promotion, and people (Russel 2008, p.12) and through marketing, marketers identify market needs, and prices that consumers will be willing to pay for products addressing those needs (Blythe 2005, p.4); using people in global markets by communicating the specific places where they can be found, and their prices. This way, promotion marketing increases sales substantially, in addition to collecting market feedback regarding consumer tastes and preferences, and addressing specific market needs. Marketing promotion strategies offer great potential for the library of Birmingham, which if explored to the maximum could have the impact of improving the library experience and increasing attendance substantially. For instance, marketing promotion strategies will increase the library’s visibility to the market both around and beyond Birmingham thereby creating awareness of the library and its services fulfilling the marketersâ €™ objectives. ... Marketing promotion strategies are centred on the Library of Birmingham’s exciting displays of content, internal organization, rich archival offers, and user help guidelines that offer readers enhanced new experiences especially in terms of the ease of finding books. Additionally, marketing promotion strategies focus on the library of Birmingham’s innovative technologies such as online search databases that have greatly transformed the library experience; for instance, readers are able to evaluate particular resources in the library through online database reviews and can make book orders without necessarily visiting the physical store. Overall, marketing promotion objectives for the Library of Birmingham are to increase the number of visitors, internet users, book borrowers, Family History service users, in addition to increasing the library use by underrepresented ethnic minority and socially excluded groups, and the library’s use for learning and study. This p aper presents a report on the marketing promotion situation analysis of the Library of Birmingham using the SOSTAC model; this report aims at establishing the library’s current promotion and public relation marketing strategies, key objectives, in addition to a strategic direction action plan, and the control metrics. Apart from that, this report will also propose a number of recommendations for the library’s promotion and public relation marketing strategies, specific goals that should be focused in the approaches, and viable future trajectory options for the library of Birmingham. Introduction Marketing promotion strategies are increasingly becoming a focal point of management in the business world today due to increasing pressures in the complex market environments; in this