Implications of Marketing Orientation for Service Innovations at Chinese University Libraries

摘要

There is a common misunderstanding among both practitioners and academics that only commercial activit ies should and could be marketed, and only few Chinese university librarians have achieved a proper understanding of marketing orientation. This paper argues for the necessity of bringing formal market ing into Chinese university libraries existing in a turbulent environment, explains the implications of marketing orientation, internal market ing, marketing process and market ing mix for libraries, and brings forward proposals for liaison librarians to innovate their services delivery.