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Marketing Communication Strategy for Community Library in Indonesia

Damayani, Ninis Agustini (2006) Marketing Communication Strategy for Community Library in Indonesia. In Proceedings CONSAL XIII, pp. 1-6, Manila, Phillipinnes.

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Abstract

Marketing is a process that can help managers of libraries and information centers achieve their objectives of providing the right information to the right client at the right time, the right place, and the right way; and increasing the satisfaction of their client. Marketing calls more than just developing good products, pricing them attractively, and making them available to target clients. Libraries and information centers must also communicate with existing and potential clients to make them aware of the improved and competitive products offered, and also to build and maintain good customer relationship. However, to communicate effectively the marketing communicator must understand the client’s field of experience. Community libraries in Indonesia recognize that they can not appeal to all clients in the same way. They are too varied in characteristics that affect their needs. Identifying the target clients, developing an effective message, and selecting the massage channel are the marketing communication strategies which should be applied to reach the target clients.

Keywords:Marketing; Communication Strategy; Library; Indonesia
Subjects:B. Information use and sociology of information. > BC. Information in society.
ID Code:9209
Deposited By:Prasetiawan, Imam Budi
Deposited On:27 March 2007
All fields:Show all fields

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