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The marketing process is cyclical:
- Formulate a mission for your information service / library (where do we want to be?)
- Review current position (where are we now?), and identify opportunities, using techniques such as SWOT and PEST
- Formulate marketing objectives
- Undertake market research
- Modify marketing objectives
- Formulate marketing strategies (how do we get there?), balancing various components of the marketing mix
- Implement marketing strategies.
- Monitor success (how do we find out whether we got there?)
- Review strategies - and objectives and mission if necessary (starting again from the top)
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