Marketing Concepts for Libraries and Information ServicesThe most successful organizations in a fast-changing world are those that are genuinely market oriented. If librarians and information professionals are to ensure the survival and prosperity of their services, then marketing is a tool they must master and market research is an essential element of their work. |
Contents
What is marketing? | 1 |
Marketing strategies for librarians and information | 29 |
The marketing mix | 51 |
Copyright | |
8 other sections not shown
Common terms and phrases
2nd edn academic libraries activities advertising analysis areas attract aware behaviour benefits British Library Butterworth-Heinemann Chapter clients commercial competition consider corporate identity corporate image cost cultural data mining discussed e-mail effective electronic enhance environmental scanning evaluation example extranet groups identify implementation information centre information professionals need information service intranet keting knowledge Kotler librarians libraries and information library or information library services lifecycle logo market research market segments marketing communications Marketing management marketing mix marketing plan marketing strategy mation mission statement objectives opportunities organization perception Permission marketing personnel potential users press release product or service products and services programme promotion public library public relations relationship relationship marketing responses sector senior management service marketing skills specific sponsorship staff successful target markets television tion trends