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Strategic Marketing in Library and Information Science

Strategic Marketing in Library and Information Science
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US$ 45.95
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 marketing¬órelationship marketing and social marketing in particular.
Taylor and Francis; March 2013
270 pages; ISBN 9781136413797
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