收稿日期: 2014-02-20
修回日期: 2014-03-04
网络出版日期: 2014-03-20
IFLA International Marketing Award and Its Marketing Principle
Received date: 2014-02-20
Revised date: 2014-03-04
Online published: 2014-03-20
秦晓婕 . IFLA图书馆国际营销奖及其背后的营销理念[J]. 图书情报工作, 2014 , 58(06) : 142 -146 . DOI: 10.13266/j.issn.0252-3116.2014.06.024
IFLA International Marketing Award has accumulated lots of best practice, which have model significance to Chinese library marketing, more importantly, the founders of the award pointed out that for a long time that library marketing only refer to propaganda promotion and we need to break down this barrier. Base on existing research and summarized all winning cases from 2003 to 2013, this article focuses on their basic situation, and discusses the marketing principle behind IFLA International Marketing Award from the angles of building total marketing system, consistent principle versus strategies move with the times and absorbing the spirit of best practice.
Key words： library marketing; IFLA; International Marketing Award
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