Implications of Marketing Orientation for Service Innovations at Chinese University Libraries

摘要：

There is a common misunderstanding among both practitioners and academics that only commercial activit ies should and could be marketed, and only few Chinese university librarians have achieved a proper understanding of marketing orientation. This paper argues for the necessity of bringing formal market ing into Chinese university libraries existing in a turbulent environment, explains the implications of marketing orientation, internal market ing, marketing process and market ing mix for libraries, and brings forward proposals for liaison librarians to innovate their services delivery.

关键词： service innovation university library marketing orientation liaison librarian

作者: Chen Xinyan

作者单位: Library, Wuhan University of Technology, Wuhan, P.R.China, 430070

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 1114-1117

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）