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- W137406169 abstract "According to McColl and Kiel strategic marketing management is based on an organisation- ide marketing orientation that focuses strategic planning and management on the client; continuous market research; integrated activities and repeat business due to satisfied customers. Australian university libraries have been very successful in using the concept of market orientation to provide a framework for applying marketing principles to their management and service operations. This paper uses the seven Ps of services marketing to identify some strategies and operations that Australian university libraries have implemented as market oriented organisations. Issues discussed include market research, client segments, market positioning, product definitions, placement, processes, price, staffing and marketing communications" @default.
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- W137406169 date "2004-01-01" @default.
- W137406169 modified "2023-09-22" @default.
- W137406169 title "Market Orientation: A framework for Australian university library management" @default.
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