Strategic Marketing Planning for Services at the Library of University Negeri Padang

DOI

10.2991/assehr.k.211201.022How to use a DOI?

Keywords

Library services; marketing of library; university library

Abstract

This study aims to find out how marketing strategy of library service has been implemented in UNP Library and what marketing strategy could be implemented to optimize those services, especially reference services and digital literature search service. The data was obtained by interviewing and observing the librarian, followed with analysis using 7P Marketing Mix theory. It was found that several elements in the marketing mix had been implemented in the library. The finding shows that UNP library has been implementing several elements of 7P marketing mix theory, such as product, price, promotion, place, people, process and physical evidence. Further, UNP library could improve its service marketing by implementing element promotion and people with new strategies.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Jeihan Nabila
AU  - Gustina Erlianti
PY  - 2021
DA  - 2021/12/03
TI  - Strategic Marketing Planning for Services at the Library of University Negeri Padang
BT  - Proceedings of the 4th International Conference on Language, Literature, and Education (ICLLE-4 2021)
PB  - Atlantis Press
SP  - 142
EP  - 151
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211201.022
DO  - 10.2991/assehr.k.211201.022
ID  - Nabila2021
ER  -