Sunday, November 24, 2013

The Library of the University of South Africa’s Marketing Voyage of Discovery Through Conventional Marketing Channels and the Internet

This paper describes the experiences with marketing, a new concept at the Library at the University of South Africa (Unisa), which is the largest university in South Africa and one of the largest distance education institutions in the world. Following a discussion of marketing of the tertiary library and the service marketing triangle (organization and staff; market and organization; and the traditional marketing mix of product, price, place, and promotion), the marketing plan of the Unisa Library is described. Highlights include: target markets identified; the communication strategy; use of conventional communication channels and Web marketing; and Web marketing tools, including gateway advertising, product information and recommendation, establishing customer discussion panels and creating a dialogue, targeting specific demographic groups, evaluating gateway success, pricing, getting listed in directories, joining industry hubsites, e-commerce, and internal marketing. (AEF)

Cite: Paper presented at the IATUL Conference The Future of Libraries in Human Communication, Technical University of Crete, Chania, Greece, 17th May - 21st May, 1999.

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