A study of the role of marketing in academic libraries : in theory and in practice

Marketing is a management discipline, not to be misunderstood as selling or promotion, both of which are only the tip of the marketing iceberg. By definition, marketing management is the analysis, planning, implementation and the control of programmes designed to create, build and maintain beneficia...

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Main Author:	Ong, Wendy Kok Fong
Other Authors:	Leeds Metropolitan University
Format:	Theses and Dissertations
Language:	English
Published:	2010
Subjects:	DRNTU::Library and information science::Libraries::Academic libraries
Online Access:	http://hdl.handle.net/10356/41561
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Institution:	Nanyang Technological University
Language:	English

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spelling	sg-ntu-dr.10356-415612020-09-21T20:10:51Z A study of the role of marketing in academic libraries : in theory and in practice Ong, Wendy Kok Fong Leeds Metropolitan University Melvyn Crann DRNTU::Library and information science::Libraries::Academic libraries Marketing is a management discipline, not to be misunderstood as selling or promotion, both of which are only the tip of the marketing iceberg. By definition, marketing management is the analysis, planning, implementation and the control of programmes designed to create, build and maintain beneficial exchange relationships with target audiences for the purposes of achieving the marketer's objectives. (Kotler, 1991). Kotler has also called marketing a pervasive societal activity. Master of Science (Information Studies) 2010-07-21T02:37:44Z 2010-07-21T02:37:44Z 1994 1994 Thesis http://hdl.handle.net/10356/41561 en 99 p. application/pdf
institution	Nanyang Technological University
building	NTU Library
country	Singapore
collection	DR-NTU
language	English
topic	DRNTU::Library and information science::Libraries::Academic libraries
spellingShingle	DRNTU::Library and information science::Libraries::Academic libraries Ong, Wendy Kok Fong A study of the role of marketing in academic libraries : in theory and in practice
description	Marketing is a management discipline, not to be misunderstood as selling or promotion, both of which are only the tip of the marketing iceberg. By definition, marketing management is the analysis, planning, implementation and the control of programmes designed to create, build and maintain beneficial exchange relationships with target audiences for the purposes of achieving the marketer's objectives. (Kotler, 1991). Kotler has also called marketing a pervasive societal activity.
author2	Leeds Metropolitan University
author_facet	Leeds Metropolitan University Ong, Wendy Kok Fong
format	Theses and Dissertations
author	Ong, Wendy Kok Fong
author_sort	Ong, Wendy Kok Fong
title	A study of the role of marketing in academic libraries : in theory and in practice
title_short	A study of the role of marketing in academic libraries : in theory and in practice
title_full	A study of the role of marketing in academic libraries : in theory and in practice
title_fullStr	A study of the role of marketing in academic libraries : in theory and in practice
title_full_unstemmed	A study of the role of marketing in academic libraries : in theory and in practice
title_sort	study of the role of marketing in academic libraries : in theory and in practice
publishDate	2010
url	http://hdl.handle.net/10356/41561
_version_	1681059657628516352

A study of the role of marketing in academic libraries : in theory and in practice

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