At the end of this modules students should be able to;
describe and discuss the differing markeing paradigms;
describe and analyse the characteristics of services and the service offering;
analyse suitable service strategires;
identify the components of service quality;
discuss the nature of compertition;
assess the role of the Internet and the importance of e-marketing for services;
design appropriate internal marketing strategies.
Aims
The service sector today occupies a significant position in the economies of most countries, especially those in the West. As private sector companies face increasingly fierce levels of competition, a further group of public services, including libraries, are beginning to experience the realities of competition for the first time. Service producers and managers have to be sure increasingly that they are producing the right services in the right places at the right time for the right price. Thus, marketing within the service sector is more important than it has ever been.
Reading Lists
Books ** Essential Reading
Gronroos, C (2000) Service management and marketing: a customer relationship approach
2nd. John Wiley & Sons
Palmer A (2002) Principles of services marketing
3rd. McGraw Hill
** Recommended Text
Editor Savard R (2000) Adapting marketing to libraries in a changing and worldwide environment - papers presented at the 63rd IFLA Conference, Copenhagen Sept 1997
1st. IFLA
Editors Savard R. Munchen, K. Saur, KG (2002) Education and research for marketing and quality management in libraries. Satellite meeting, Quebec, August 14-16 2001
IFLA
Hart, K. (1999) Putting markeing ideas into action
Library Association
Pantry, S. and Griffith, P. (1998) Becoming a successful intrapreneur
Library Association