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Marketing and service promotion practices in the LCAS

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Purpose ‐ The purpose of this paper is to call for the application of marketing in the library area, especially libraries supported by public budget. Draws directly on experiences within the Library of Chinese Academy of Sciences. Design/methodology/approach ‐ Gives a summary of the current situation, analyzes problems and suggests new methods and provides a case study. Findings ‐ Explores and evaluates the use of marketing tools, service promotion experiences and new techniques in a large library context and explores the boundaries between real and virtual libraries and service provision. Originality/value ‐ A case study of service provision promotion practices, discusses user-centered web site design, and how market-oriented problem solutions can help to enhance a library's customer relationships.
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Keywords: China; Internet; Libraries; Service levels; Services marketing

Document Type: Research Article

Publication date: July 1, 2006

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