Marketing library and information services: international perspectives (Gupta; Konntz; Massísimo; Savard)

Fernández Marcial, Viviana (2007) Marketing library and information services: international perspectives (Gupta; Konntz; Massísimo; Savard)
. El Profesional de la Información 16(1):pp. 82-83.

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Abstract

[Spanish abstract]Recoge las experiencias en marketing bibliotecario desarrolladas en diferentes partes del mundo. Se trata el Marketing mix, elemento central de un plan de marketing en el que se definen cuatro aspectos,
cuatro "p": el producto (product) y su precio (price), la distribución (place) del mismo y su promoción (promotion).
[English abstract]This article reviews different experiences in library marketing developed around the world. It focuses on the marketing mix, the central element of a plan of marketing in which four aspects are defined, the four "p": the product, price, place and promotion.

Keywords:	Marketing mix, marketing bibliotecario
Subjects:	F. Management. > FB. Marketing.
ID Code:	9776
Deposited By:	Rentero Castillo, Estrella
Deposited On:	30 May 2007
Alternative Locations:	http://www.elprofesionaldelainformacion.com
All fields:	Show all fields

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