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Volume 13, Issue 4
1 April 1992
Library Management Cover Image for Volume 13, Issue 4
Research Article| April 01 1992

DEVELOPING MARKETING STRATEGY IN THE NOT‐FOR‐PROFIT SECTOR Available to Purchase

Gareth Smith;
Gareth Smith
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Jim Saker
Jim Saker
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7921
Print ISSN: 0143-5124
© MCB UP Limited
1992
Library Management (1992) 13 (4): 6–21.
https://doi.org/10.1108/01435129210016618

Examines the role of strategic marketing in public sector services. Looks at the strategic marketing planning process and identifies the barriers which hinder the utilization of synoptic marketing planning in library services. Concludes by putting forward an incremental model of marketing planning which it proposes is more applicable to this sector.

Keywords:
Libraries, Non‐profit organizations, Marketing strategy
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© MCB UP Limited
1992
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