Strategic Marketing in Library and Information Science
Publisher: Haworth Press
Published: September 2003
Language: eng
Format: Paperback
Number of pages: 254
ISBN-13: 9780789021434
Subjects: Library & Information Sciences; Marketing; Libraries; Language Arts & Disciplines; Reference; Strategic Planning; Language; Marketing - General; Library & Information Science; Information services; Library planning; Planning
First sentence: SUMMARY. Marketing is defined by Philip A. Kotler (1975, 5) as the analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational goals.