volume 64, issue 4/5, P400-401 2015
DOI: 10.1108/lr-03-2015-0025
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Abstract: provide an extensive look at marketing for information institutions. Starting from core marketing concepts, and transitioning into Information Science territory, they use examples and case studies to further highlight basic concepts like market evaluation, market segmentation, market research and using the marketing mix. The guide is a detailed explanation of traditional marketing theories combined with uses of new technologies such as social media enabled by the internet culture. This, however, is not a how-…

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