Abstract
Most studies of market development have concentrated on the private sector. This paper, in contrast, focuses on the not-for-profit sector by analysing market development in the British public library sector. This paper firstly presents a summary of the nature and extent of marketing develop ment in the library services sector. The paper continues by addressing the issue of why some local authorities under take a high level of marketing activity, while others do very little. A wide range of potential influences on the degree of marketing activity, both at the macro and micro level, was empirically analysed. This study concludes that the level of marketing activity is highly influenced by both the range of services offered by the local authority and the presence of a marketing function within a specific organisation.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.