A study of the role of marketing in academic libraries : in theory and in practice
Ong, Wendy Kok Fong
Date of Issue1994
Wee Kim Wee School of Communication and Information
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.
DRNTU::Library and information science::Libraries::Academic libraries