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

• 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
• Institution: Nanyang Technological University

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...