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Journal of Korean Library and Information Science Society

  • P-ISSN2466-2542
  • KCI

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Vol.38 No.3

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On Value-driven Market Orientation Strategies in Academic Libraries

Journal of Korean Library and Information Science Society / Journal of Korean Library and Information Science Society, (P)2466-2542;
2007, v.38 no.3, pp.321-334
https://doi.org/10.16981/kliss.38.3.200709.321

(2007). On Value-driven Market Orientation Strategies in Academic Libraries. Journal of Korean Library and Information Science Society, 38(3), 321-334, https://doi.org/10.16981/kliss.38.3.200709.321

Abstract

Marketing techniques developed for private organizations are being widely used in libraries. The primary focus in marketing has shifted to maximizing user perceived value from the perspective of library users. This paper examines library as an industry as a way to establish the basis for library's overall value, applies the R-I-R model and its taxonomy of value in using library and information services, and proposes market orientation approach to systematically plan and coordinate academic library marketing activities.

keywords
Academic Libraries, Service Marketing, Value of Services, Market Orientation, Value-in-use, Academic Libraries, Service Marketing, Value of Services, Market Orientation, Value-in-use, 대학도서관, 서비스 마케팅, 서비스 가치, 시장지향 접근법, 정보사용가치

Journal of Korean Library and Information Science Society

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