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dc.contributor.authorOng, Wendy Kok Fong-
dc.description.abstractMarketing 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.en_US
dc.format.extent99 p.en_US
dc.subjectDRNTU::Library and information science::Libraries::Academic librariesen_US
dc.titleA study of the role of marketing in academic libraries : in theory and in practiceen_US
dc.description.degreeMaster of Science (Information Studies)-
dc.contributor.organizationLeeds Metropolitan University-
dc.contributor.supervisor2Melvyn Crannen_US
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