At the end of this module students should be able to:
describe and discuss the differing marketing paradigms;
describe and analyse the characteristics of services and the service offering;
analyse suitable service strategies:
identify the components of service quality:
discuss the nature of competition;
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 service 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 ** Recommended Consultation
Pantry, S. and Griffiths, P. (1998) Becoming a successful intrapreneur
London: Library Association Publishing Ltd
Savard, R. (ed.) (2000) Adapting marketing to libraries in a changing and world-wide environment. Papers presented at the 63rd IFLA Conference, September 1997.
IFLA
Hart, K. (1999) Putting marketing ideas into action
London: Library Association Publishing Ltd
Savard, R. (ed.) (2002) Education and research for marketing and quality management in libraries. Satellite meeting, Quebec, August 14-16 2001
Munchen: K. G. Saur
** 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
Zeithaml V.A. and M.J. Bitner (2003) Services marketing
3rd. McGraw Hill
Web Page/Sites ** Recommended Consultation
The Free Pint portal which always has items on e-marketing http://www.freepint.com