What does user focus mean? Marketing strategy and tactics
DOI:
https://doi.org/10.3145/epi.2015.ene.01Keywords:
Digital marketing, Inbound marketing, Relationship marketing, Content marketing, Social media, Libraries, Customer focus, Trends.Abstract
The development of a marketing concept is described, and current types are explained: inbound marketing, content marketing and relationship marketing, especially concerning libraries and information services. Marketing strategy and tactics are analyzed. Finally, current marketing trends that experts predict for the short term, and the new challenges related to these trends that libraries, and organizations in general, have to confront are discussed.
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