Marketing concepts for libraries and information services
What is marketing?; the corporate mission; marketing strategies for librarians and information professionals; the marketing mix; promotion and public relations; market segmentation; marketing research and market research; corporate identity and corporate image; the marketing plan. The most successfu...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
London
Facet Publishing
2002
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| Edition: | SECOND EDITION |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | What is marketing?; the corporate mission; marketing strategies for librarians and information professionals; the marketing mix; promotion and public relations; market segmentation; marketing research and market research; corporate identity and corporate image; the marketing plan. The 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. This well-known textbook introduces practitioners to a wide range of marketing concepts and techniques suitable for library and information services. Fully revised and updated, this second edition contains an extensive new chapter on marketing in the digital age, which explores the potential of e-marketing for librarians and information managers; data mining and customer relationship management; and the current marketing focus. |
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| Physical Description: | xvi, 224 pages illustrations 24 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 9781856044264 1856044262 |
Marketing concepts for libraries and information services