STRATEGIC MARKETING IN ACADEMIC LIBRARIES: AN EXAMINATION OF CURRENT PRACTICE
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mzumbe university
Abstract
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A dissertation submitted to Aberystwyth University in partial fulfilment of the requirements of the degree of Magister in Scientia Economics (MSc) under Alternative Regulations
The purpose of the research is to investigate strategic marketing in academic libraries, incorporating elements of organisational orientation, strategic planning, and processes and procedures to support these.
The purpose of the research is to investigate strategic marketing in academic libraries, incorporating elements of organisational orientation, strategic planning, and processes and procedures to support these.
Keywords
marketing, academic libraries