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DEVELOPING MARKETING STRATEGY IN THE NOT‐FOR‐PROFIT SECTOR

Library Management

ISSN: 0143-5124

Publication date: 1 April 1992

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.

Keywords

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited