This article discusses the marketing mix strategy within the library environment. The marketing mix is, summarily, the product (dresses or children’s books), price of same, places of distribution, and related promotional messages. The strategy is how these four work together to deliver optimal customer satisfaction.
The product can be a good, service, idea, place, or even a person. The price is consideration of what the customer exchanges that is of value to him (e.g., money or time) for the product. The product is distributed in a place, such as a facility location or through a Web site. The product is communicated to the customer via promotion, which includes publicity, advertising, direct mail, the Internet, or personal selling. The summary of these actions is the famous “4 P’s”—product, price, place, and promotion.
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Source: Information Today