Librarians and Marketing: An Ambiguous Relationship
While librarians show a growing interest for marketing, their concept of marketing seems inaccurate. Librarians' outlook is mostly organizational, and focused on sales- and product-oriented stratégies which fail to embrace a truly client-centered marketing orientation. After a brief review of...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Türk Kütüphaneciler Derneği (Turkish Librarians' Association)
1996-12-01
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| Series: | Türk Kütüphaneciliği |
| Online Access: | http://tk.org.tr/index.php/TK/article/view/1502 |
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| Summary: | While librarians show a growing interest for marketing, their concept of marketing seems inaccurate. Librarians' outlook is mostly organizational, and focused on sales- and product-oriented stratégies which fail to embrace a truly client-centered marketing orientation. After a brief review of the literature, the author reports on a qualitative study confirming that the marketing orientation, as defined by experts, is insufficiently developed among librarians. |
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| ISSN: | 1300-0039 2147-9682 |