A comparative study of marketing management in British and German university libraries (PhD Thesis)

Antje Cockrill

Abstract


Within the last decade, the environment in which university libraries operate has dramatically changed. The rise of Conservative Governments in both Britain and Germany and the resulting shifts in public policy as well as the declining economic situation have led to a drastic decrease in resources. Librarians have had to find ways to cope with fewer funds in an environment which is growing ever more competitive. A useful tool for increasing the effectiveness of a library is marketing management. Marketing management is a means to achieve effective financial management, to use existing resources more efficiently and to create new resources in a customer-centred and market-oriented
way.

Keywords


academic libraries; marketing; Britain; Germany; economic situation; resources; Kotler; customer-centred; market-orientated

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CILIP Registered Charity no 313014

ISSN 1756-1086 (Online)