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Journal cover: Library Review

Library Review

ISSN: 0024-2535

Online from: 1927

Subject Area: Library and Information Studies

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Focusing on customers

Document Information:
Title:Focusing on customers
Author(s):Jennifer Rowley, (School of Management and Social Sciences, Edge Hill University College, Ormskirk, UK)
Citation:Jennifer Rowley, (1997) "Focusing on customers", Library Review, Vol. 46 Iss: 2, pp.81 - 89
Keywords:Customers, Libraries, Marketing
Article type:Research paper
DOI:10.1108/00242539710160938 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Reviews a range of concepts associated with the customer and consumer buying behaviour, with the objective of exploring their applicability in the management and marketing of library and information services. Stresses that an understanding of the customers and the benefits which they seek from an organization is central to the marketing concept and a marketing orientation. An analysis of customers in terms of benefits can inform effective segmentation, which in turn can lead to more efficient targeting of resources. However, customer benefits are only part of the picture. The consumer decision-making process is important in determining purchase behaviour. Introduces some models of the consumer buying process and an analysis of the factors which determine consumer buying behaviour.

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