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Title: A study of the role of marketing in academic libraries : in theory and in practice
Authors: Ong, Wendy Kok Fong
Keywords: DRNTU::Library and information science::Libraries::Academic libraries
Issue Date: 1994
Abstract: 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.
Organisations: Leeds Metropolitan University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:LIB Theses

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