“在非营利部门创造客户价值:大英图书馆的案例研究”

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2005-08-01 DOI:10.1002/NVSM.18

G. Warnaby, J. Finney

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引用次数: 32

摘要

公共部门组织正越来越多地受到立法和竞争压力的影响，迫使他们重新考虑与用户和客户的关系(Chapman和Cowdell, 1998)，以发展更公开的营销导向(定义为将客户需求作为组织绩效的主要驱动力(Jobber, 2004))。创造客户价值是开发有意义的营销导向的基础，也是更多公共部门和非营利组织必须抓住的一个难题。本文考虑了大英图书馆是如何采用一种更以市场为导向的方法，以便向其确定的目标市场澄清和传达其价值主张，并在这样做的过程中，希望在持续的基础上获得可持续的竞争优势。版权所有©2005 John Wiley & Sons, Ltd

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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'Creating customer value in the not-for-profit sector: A case study of the British Library'

Public sector organisations are being increasingly subjected to both legislative and competitive pressures forcing them to reconsider their relationships with users and customers (Chapman and Cowdell, 1998) in order to develop a more overt marketing orientation (defined as focusing on customer needs as the primary drivers of organisational performance (Jobber, 2004)). The creation of customer value underlies the development of a meaningful marketing orientation, and is a nettle that more public sector and not-for-profit organisations will have to grasp. This article considers how a more marketing-oriented approach was adopted by the British Library in order to clarify and communicate its value proposition to its identified target markets, and in doing so, hopefully achieving a sustainable competitive advantage on an ongoing basis. Copyright © 2005 John Wiley & Sons, Ltd.

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.