DEVELOPING MARKETING STRATEGY IN THE NOT‐FOR‐PROFIT SECTOR

Gareth Smith · Jim Saker

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Marketing and Advertising Strategies Library Science and Administration Web and Library Services

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.

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References

2000Marketing management: analysis. planning. implementation and control 1997Exploring corporate strategy 1973Marketing Management: Analysis, Planning and Control 1969Broadening the Concept of Marketing 1978Basic Marketing: A Managerial Approach 1972Strategies for diversification 1983Efficient Cultures: Exploring the Relationship Between Culture and Organizational Performance 1985Exploring corporate strategy

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