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Market Orientation: A framework for Australian university library management

Ewers, Barbara R. & Austen, Gaynor (2004) Market Orientation: A framework for Australian university library management. In Gupta, Dinesh K. (Ed.) An International Review of Marketing in Library and Information Centers. International Federation of Library Associations and Institutions.

Abstract

According to McColl and Kiel strategic marketing management is based on an organisation- ide marketing orientation that focuses strategic planning and management on the client; continuous market research; integrated activities and repeat business due to satisfied customers. Australian university libraries have been very successful in using the concept of market orientation to provide a framework for applying marketing principles to their management and service operations. This paper uses the seven Ps of services marketing to identify some strategies and operations that Australian university libraries have implemented as market oriented organisations. Issues discussed include market research, client segments, market positioning, product definitions, placement, processes, price, staffing and marketing communications

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ID Code: 469
Item Type: Book Chapter
Additional Information: For more information about this book please refer to the publisher's website (see link) or contact the author.
Additional URLs:
Keywords: university libraries, marketing orientation, continuous market research, management, market positioning
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > LIBRARY AND INFORMATION STUDIES (080700)
Divisions: Current > QUT Faculties and Divisions > Division of Technology, Information and Learning Support
Copyright Owner: Copyright 2004 International Federation of Library Associations and Institutions
Deposited On: 13 Oct 2004
Last Modified: 02 Feb 2012 19:41

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