A study of the role of marketing in academic libraries : in theory and in practice
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 beneficia...
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| Format: | Thesis |
| Language: | English |
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2010
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| Online Access: | http://hdl.handle.net/10356/41561 |
| _version_ | 1824456046068891648 |
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| author | Ong, Wendy Kok Fong |
| author2 | Leeds Metropolitan University |
| author_facet | Leeds Metropolitan University Ong, Wendy Kok Fong |
| author_sort | Ong, Wendy Kok Fong |
| collection | NTU |
| description | 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. |
| first_indexed | 2025-02-19T03:47:52Z |
| format | Thesis |
| id | ntu-10356/41561 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2025-02-19T03:47:52Z |
| publishDate | 2010 |
| record_format | dspace |
| spelling | ntu-10356/415612020-09-21T20:10:51Z A study of the role of marketing in academic libraries : in theory and in practice Ong, Wendy Kok Fong Leeds Metropolitan University Melvyn Crann DRNTU::Library and information science::Libraries::Academic libraries 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. Master of Science (Information Studies) 2010-07-21T02:37:44Z 2010-07-21T02:37:44Z 1994 1994 Thesis http://hdl.handle.net/10356/41561 en 99 p. application/pdf |
| spellingShingle | DRNTU::Library and information science::Libraries::Academic libraries Ong, Wendy Kok Fong A study of the role of marketing in academic libraries : in theory and in practice |
| title | A study of the role of marketing in academic libraries : in theory and in practice |
| title_full | A study of the role of marketing in academic libraries : in theory and in practice |
| title_fullStr | A study of the role of marketing in academic libraries : in theory and in practice |
| title_full_unstemmed | A study of the role of marketing in academic libraries : in theory and in practice |
| title_short | A study of the role of marketing in academic libraries : in theory and in practice |
| title_sort | study of the role of marketing in academic libraries in theory and in practice |
| topic | DRNTU::Library and information science::Libraries::Academic libraries |
| url | http://hdl.handle.net/10356/41561 |
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