, libraries have started treating their users as ‘customers.’ The paper analyzes the need for marketing of library and … information services (LIS). It discusses the strategic planning required for LIS marketing. This conceptual paper also attempts to … analyze the extended marketing mix or ‘seven Ps’ in the context of LIS marketing. …

Neo-classical microeconomic theory has been suggested to offer (1) an appropriate analytical tool for construction … microeconomic theory provides a useful means of analysis, it offers little for the practice of pricing, which is much more closely … related to the marketing discipline than economics. …

empirical testing, a greater variety of moral frameworks and wider use of marketing exchange theory is needed. The review … better understand the drivers of empirical sales ethics research, the foundations used in business, marketing, and sales … design, and statistical analysis techniques were examined as part of theory development and testing. The review establishes a …

Veränderte Marktbedingungen stellen hohe Anforderungen an das Marketing von Dienstleistungsunternehmen. Um langfristig …

the services marketing mix small businesses can compete with large international companies. Acceptance or rejection of the …

de servicios despeña el Marketing Interno. …