publication . Article . 2004

Marketing and health libraries, Maurice Wakeham

Maurice Wakeham;
Open Access English
  • Published: 09 Dec 2004
  • Country: United Kingdom
Aim:  To present an overview of the concepts of marketing and to examine ways in which they can be applied to health libraries. Methods:  A review was carried out of literature relating to health libraries using lisa, cinahl, bni and Google. Results:  Marketing is seen as a strategic management activity aimed at developing customer relationships. Concepts such as the ‘four Ps’ (product, price, place and promotion), marketing plans, the marketing mix, segmentation, promotion and evaluation are identified and discussed in relation to health libraries. Conclusion:  In increasingly complex health service and information environments, the marketing and promotion of l...
free text keywords: Digital marketing, business.industry, business, Business-to-government, Marketing mix, Marketing management, Marketing science, Marketing, Relationship marketing, Business marketing, Marketing research, Medicine
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