According to McColl and Kiel strategic marketing management is based on an
organisation-wide marketing orientation that focuses strategic planning and
management on the client; continuous market research; integrated activities
and repeat business due to satisfied customers. Australian university libraries
have been very successful in using the concept of market orientation to
provide a framework for applying marketing principles to their management
and service operations. This paper uses the seven Ps of services marketing to
identify some strategies and operations that Australian university libraries
have implemented as market oriented organisations. Issues discussed include
market research, client segments, market positioning, product definitions,
placement, processes, price, staffing and marketing communications.