Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/77345300/15185
Title: 圖書館行銷管理模式
Other Titles: Library's Marketing Management Model
Authors: 郭麗玲
Li-Ling Kuo
Issue Date: Oct-1997
Publisher: 國立台灣師範大學圖書資訊研究所
Graduate Institute of Library and Information Studies
Abstract: This author designed a rotated model of library marketing management, including planning, execution, and evaluation. Planning, which is the initial key stage in a marketing management, and covers rectifying objectives analyzing environments, segmenting the market, determining the target market, developing the marketing mix, and designing an executive plan. Execution is the second stage, in which the library has to thoroughly execute the marketing plan. The final stage is the evaluation, whereby the whole marketing plan is evaluated, and some activities are modified for better results. The difficulties some libraries have encountered are as follows: "The style of marketing management was in-compatible with the library's bureaucratic managemnt, a lack of financial and manpower support, a shortage of longterm planning and a concrete project, and difficulties in measuring the marketing effect. This researcher suggested some ideas to solve these problems.
URI: http://rportal.lib.ntnu.edu.tw//handle/77345300/15185
Other Identifiers: 3A5EFAAD-58E6-2227-5B77-1CEC7E7A042C
Appears in Collections:圖書館學與資訊科學

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