Saved in:
| Main Author: | |
|---|---|
| Format: | Recurso educativo Open Access |
| Language: | en |
| Published: |
1999
|
| Subjects: | |
| Online Access: | https://eric.ed.gov/?id=ED433826 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1867180844804734976 |
|---|---|
| author | Kunneke, Kathy |
| author_facet | Kunneke, Kathy Kunneke, Kathy |
| collection | Education Resources Information Center |
| contents | The Library of the University of South Africa's Marketing: Voyage of Discovery through Conventional Marketing Channels and the Internet. Kunneke, Kathy Academic Libraries Computer Mediated Communication Computer Oriented Programs Distance Education Foreign Countries Higher Education Institutional Advancement Internet Library Development Library Planning Marketing Strategic Planning World Wide Web This paper describes the experiences with marketing, a new concept at the Library at the University of South Africa (Unisa), which is the largest university in South Africa and one of the largest distance education institutions in the world. Following a discussion of marketing of the tertiary library and the service marketing triangle (organization and staff; market and organization; and the traditional marketing mix of product, price, place, and promotion), the marketing plan of the Unisa Library is described. Highlights include: target markets identified; the communication strategy; use of conventional communication channels and Web marketing; and Web marketing tools, including gateway advertising, product information and recommendation, establishing customer discussion panels and creating a dialogue, targeting specific demographic groups, evaluating gateway success, pricing, getting listed in directories, joining industry hubsites, e-commerce, and internal marketing. (AEF) |
| format | Recurso educativo Open Access |
| id | eric_ED433826 |
| institution | ERIC Institute of Education Sciences |
| language | en |
| publishDate | 1999 |
| record_format | eric |
| spellingShingle | The Library of the University of South Africa's Marketing: Voyage of Discovery through Conventional Marketing Channels and the Internet. Kunneke, Kathy Academic Libraries Computer Mediated Communication Computer Oriented Programs Distance Education Foreign Countries Higher Education Institutional Advancement Internet Library Development Library Planning Marketing Strategic Planning World Wide Web The Library of the University of South Africa's Marketing: Voyage of Discovery through Conventional Marketing Channels and the Internet. Kunneke, Kathy Academic Libraries Computer Mediated Communication Computer Oriented Programs Distance Education Foreign Countries Higher Education Institutional Advancement Internet Library Development Library Planning Marketing Strategic Planning World Wide Web This paper describes the experiences with marketing, a new concept at the Library at the University of South Africa (Unisa), which is the largest university in South Africa and one of the largest distance education institutions in the world. Following a discussion of marketing of the tertiary library and the service marketing triangle (organization and staff; market and organization; and the traditional marketing mix of product, price, place, and promotion), the marketing plan of the Unisa Library is described. Highlights include: target markets identified; the communication strategy; use of conventional communication channels and Web marketing; and Web marketing tools, including gateway advertising, product information and recommendation, establishing customer discussion panels and creating a dialogue, targeting specific demographic groups, evaluating gateway success, pricing, getting listed in directories, joining industry hubsites, e-commerce, and internal marketing. (AEF) |
| title | The Library of the University of South Africa's Marketing: Voyage of Discovery through Conventional Marketing Channels and the Internet. |
| topic | Academic Libraries Computer Mediated Communication Computer Oriented Programs Distance Education Foreign Countries Higher Education Institutional Advancement Internet Library Development Library Planning Marketing Strategic Planning World Wide Web |
| url | https://eric.ed.gov/?id=ED433826 |