Open AccessMarketing technologies to support strategic planning
Author(s) -
Е. Э. Протопопова
Publication year - 2017
Publication title -
naučnye i tehničeskie biblioteki
Language(s) - English
Resource type - Journals
eISSN - 2686-8601
pISSN - 1027-3689
DOI - 10.33186/1027-3689-2017-5-36-48
Subject(s) - business , strategic planning , marketing , strategic marketing , profit impact of marketing strategy , marketing strategy , function (biology) , profit (economics) , marketing research , digital marketing , marketing management , knowledge management , strategic financial management , computer science , economics , evolutionary biology , microeconomics , biology
The tasks of identifying unsatisfied user needs, target consumer groups and competitive library information products and services within the library marketing managerial function are discussed. The author argues that libraries should combine non-profit and commercial marketing. She also suggests that commercial marketing should become a strategic planning tool. Strategic vectors and measures used to promote library information resources, products and services at Novokuznetsk Municipal Information Library System are described.