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Strategic Marketing to Theological Library Constituents: Rationale and Potential Applications

机译：对神学图书馆成分的战略营销：原理和潜在应用

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There is little published evidence that marketing concepts and techniques are intentionally used by librarians who provide information services to students and faculty members in theological seminaries. This essay first discusses the religiously based objections that Philip D. Kenneson articulated against the use of marketing by Christian organizations, and argues that theological libraries, as providers of information services to their constituents, may legitimately use marketing methodologies to assist in the fulfillment of their missions. The second part of the essay explores three potential applications for marketing in the context of small to medium sized theological libraries: (1) market segmentation (faculty needs versus the needs of students in various degree programs), (2) the provision of library services to extension programs, and (3) patron satisfaction.
机译：几乎没有公开的证据表明，为神学院的学生和教职员工提供信息服务的图书馆员有意使用营销概念和技术。本文首先讨论了菲利普·D·肯尼森针对宗教组织反对基督教组织使用市场营销的反对意见，并辩称神学图书馆作为向其选民提供信息服务的提供者，可以合法地使用市场营销方法来协助他们完成市场营销活动。任务。本文的第二部分探讨了中小型神学图书馆在市场营销中的三种潜在应用：（1）市场细分（教师需求与不同学位课程的学生需求），（2）图书馆服务的提供推广计划，以及（3）顾客满意度。

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