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MLTW2015: 360° Marketing for Content Buyers — 9 December 3:30 PM

Dave Shumaker, Department of Library and Information Science, Catholic University of
America, “360° Marketing for Content Buyers”

Summary. The content buyer’s job requires a strong orientation to marketing. To meet the agency’s
information needs, the information professional must analyze internal and external markets and
communicate effectively with multiple constituencies. In this presentation, Prof. Shumaker will survey
the importance of a marketing approach through all phases of the content buying process, and offer
techniques you can use to ensure that your agency gets the biggest bang for its content licensing buck.

[gview file=”http://military.sla.org/wp-content/uploads/2015/12/Presentation16Shumaker.pptx”]

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