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

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.