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Strategic Marketing in Library and Information Science
Combine marketing and strategic planning techniques to make your library more successful!
With cutting-edge research studies as well as theoretical chapters that have not been seen before in the marketing literature for LIS, this book examines the current and quite limited state of marketing by LIS practitioners and institutions. It provides you with examples of how marketing can be made more widely applicable within LIS and illustrates some of the usefulness of marketing in special LIS settings and contexts. The book explains how and why managers should combine marketing strategy with strategic planning and demonstrates the means by which LIS could move toward a more full-fledged use of marketingrelationship marketing and social marketing in particular.
In order to be a more effective tool, Strategic Marketing in Library and Information Science is divided into two The Basis and Context for Marketing (theoretical information) and The Application of Marketing (practical applications that you can put to use in your institution). Chapters
With cutting-edge research studies as well as theoretical chapters that have not been seen before in the marketing literature for LIS, this book examines the current and quite limited state of marketing by LIS practitioners and institutions. It provides you with examples of how marketing can be made more widely applicable within LIS and illustrates some of the usefulness of marketing in special LIS settings and contexts. The book explains how and why managers should combine marketing strategy with strategic planning and demonstrates the means by which LIS could move toward a more full-fledged use of marketingrelationship marketing and social marketing in particular.
In order to be a more effective tool, Strategic Marketing in Library and Information Science is divided into two The Basis and Context for Marketing (theoretical information) and The Application of Marketing (practical applications that you can put to use in your institution). Chapters
266 pages, Hardcover
First published January 28, 2003
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June 19, 2011
More a textbook than a handbook. Heavy on theory and history of marketing, light on examples.
Displaying 1 of 1 review