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mss 2004 10 marketing - revised paper - 21 July 2004.pdf (138.46 kB)

Marketing and health libraries

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journal contribution
posted on 2023-08-30, 13:36 authored by Maurice Wakeham
AIM: To present an overview of the concepts of marketing and to examine ways in which they can be applied to health libraries. METHODS: A review was carried out of literature relating to health libraries using LISA, CINAHL, BNI and Google. RESULTS: Marketing is seen as a strategic management activity aimed at developing customer relationships. Concepts such as the 'four Ps' (product, price, place and promotion), marketing plans, the marketing mix, segmentation, promotion and evaluation are identified and discussed in relation to health libraries. CONCLUSION: In increasingly complex health service and information environments, the marketing and promotion of library services is becoming more important if those services are to justify the resources given to them. Marketing techniques are equally applicable to physical and digital library services.

History

Refereed

  • Yes

Volume

21

Issue number

4

Page range

237-244

Publication title

Health Information and Libraries Journal

ISSN

1471-1842

Publisher

Wiley

File version

  • Accepted version

Language

  • eng

Legacy posted date

2012-01-04

Legacy creation date

2020-10-07

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