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Marketing Concepts for Libraries and Information Services

Marketing Concepts for Libraries and Information Services (Paperback)

£44.95
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Synopsis

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 textbook introduces to practitioners a wide range of marketing concepts and techniques suitable for library and information services. Fully revised and updated, this second edition contains a 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.

Eileen Elliott de Saez is a Chartered Marketer, one of the first in the UK, and was until recently Senior Lecturer at the School of Information Studies, University of Northumbria.

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