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http://eprints.org/relation/isVersionOf https://eprints.rclis.org/id/document/2763 http://eprints.org/relation/isVolatileVersionOf https://eprints.rclis.org/id/document/2763 http://eprints.org/relation/isIndexCodesVersionOf https://eprints.rclis.org/id/document/2763 archive 383 disk0/00/00/59/79 2005-02-14 2014-10-02 12:00:32 2012-12-14 18:23:24 journalp show Weingand Darlene pub DC FB Gestión. Marketing. Programas bibliotecarios. Servicios bibliotecarios. Costes. Distribución. Promoción. Management. Marketing. Library programmes. Library services. Costs. Distribution. Promotion. Within library management, planning plays the role of charting directions while marketing makes it all happen. Both are important for the effective manangement of a library. This article discusses library management according to the marketing theory developed by P. Kottler. According to his approach, once user needs have been identified, the library must develop products to meet those needs, work out costs involved, establish distribution channels for those products and promote them in the community. Translation of "Marketing: Phase Two", del libro Managing today's library: blueprint for change, WEINGAND, Darlene. Colorado: Librarries Unlimited, Inc. 1994. ISBN 0-87287-807-4. Translated by Lozano Palacios, A, with the collaboration of the students of Faculty of Library and Information Science, University of Granada. 2000 Asociación Andaluza de Bibliotecarios (AAB) En la gestión de la biblioteca, la planificación desempeña la labor de trazar las directrices a seguir, mientras que el marketing se asegura de que éstas se cumplan. Ambos son importantes para el buen funcionamiento de la biblioteca. Este artículo analiza la gestión de la biblioteca según la teoría del marketing desarrollada por P. Kotler. Según este planteamiento, una vez identificadas las necesidades de los usuarios, la biblioteca debe desarrollar unos productos adecuados a ellas, identificar sus costes, determinar cuáles serán los canales de distribución de esos productos y promocionarlos en la comunidad. Traducción del Capítulo 8, "Marketing: Phase Two", del libro Managing today's library: blueprint for change, de WEINGAND, Darlene. Colorado: Librarries Unlimited, Inc. 1994. ISBN 0-87287-807-4. Permiso concedido por la autora. Traducido por A. LOZANO PALACIOS en colaboración con alumnos de Licenciatura de la Facultad de Biblioteconomía y Documentación de la Universidad de Granada. es es FALSE US- http://hdl.handle.net/10760/5979 public Boletín de la Asociación Andaluza de Bibliotecarios 58 TRUE info:eu-repo/semantics/other