|Title: ||Marketing and health libraries|
|Affiliation: ||Anglia Ruskin University|
|Reference: ||Wakeham, M., 2004. Marketing and health libraries. Health information and libraries journal, 21(4), pp.237-244.|
|Journal: ||Health Information and Libraries Journal|
|Issue Date: ||Dec-2004 |
|PubMed ID: ||15606881|
|Abstract: ||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.|
|Keywords: ||health libraries|
|MeSH: ||Advertising as Topic|
Marketing of Health Services
|Appears in Collections: ||Support Services|
|Files in This Item:|
|mss 2004 10 marketing - revised paper - 21 July 2004.pdf||138Kb||Adobe PDF|
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