DEVELOPING MARKETING STRATEGY IN THE NOT‐FOR‐PROFIT SECTOR

Abstract

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.

Citation

Smith, G. and Saker, J. (1992), "DEVELOPING MARKETING STRATEGY IN THE NOT‐FOR‐PROFIT SECTOR", Library Management, Vol. 13 No. 4, pp. 6-21. https://doi.org/10.1108/01435129210016618