Un plan de marketing no es un plan de comunicación

  1. Nieves González Fernández-Villavicencio
Journal:
Boletín de la Asociación Andaluza de Bibliotecarios

ISSN: 0213-6333

Year of publication: 2016

Year: 31

Issue: 111

Pages: 8-26

Type: Article

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Abstract

We show the difference between the communication plan and the marketing plan. Despite the fact that both of them have a lot of similar characteristics, the communication plan has to be part of the marketing plan. Without communication it is not possible a marketing plan because the communication is one of the marketing plan parts. The communication is not possible without marketing. Communication is one of the most important tasks of marketing. It is a tool which is enshrined in the business or library strategy. Marketing is the bridge between what the libraries are offering and the users are expecting. We have to be ready to communicate steadily what the librarians are able to do in order to satisfy the user’s need. A marketing plan is a document where the objectives, communication channels, public objective and action plan are defined. The continuous assessment is the key to the success. We offer some examples of communication plan and marketing plan.

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