The Innovative Academic Library: Implementing a Marketing Orientation to Better Address User Needs and Improve Communication

摘要: 800x600 While academic librarians have long engaged in marketing, it has typically been the limited sense of promotion and advertising. Application marketing concept, with realization a orientation as term goal, redirects library to actively seek out user needs then design provide services resources that will meet those needs. When fully realized, is bidirectional process which are determined, developed, feedback obtained assess how effectively addressed This eliminates necessity “sell” services, allowing spend majority its efforts on further innovation. The article provides an explanation concept contrasted much more common production orientation. concepts illustrated through models description effort developed W. Frank Steely Library at Northern Kentucky University. Normal 0 false EN-US X-NONE MicrosoftInternetExplorer4