publication . Other literature type . 2004

Walking the talk: is your library a marketing oriented organisation?

Ewers, Barbara;
Open Access
  • Published: 01 Jun 2004
  • Publisher: Purdue University
  • Country: United States
Abstract
Libraries are increasingly vocal about the need to adopt strategic marketing management which is the process of creating and facilitating the exchange of products of value with others. However, the largest proportion of library and information science literature on marketing deals promotion and public relations which is only a small part of the marketing mix. There seems to have been a fragmented application of marketing principles in the management and operation of libraries because they have lacked strategies to translate the marketing management into their functional management. The concept of market orientation provides a framework for applying marketing pri...
Subjects
free text keywords: Library and Information Science
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Other literature type . 2004
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