http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
a guide for libraries, archives, and museums
A customer perspective -- Marketing and mission goals and objectives -- Scan the environments -- SWOT : strengths, weaknesses, opportunities and threats -- Stakeholders -- A four-step model for marketing -- Marketing research -- Marketing segmentation -- Marketing mix strategy & product -- Price or customer costs -- Place : channels of distribution -- Promotion : not the same as marketing -- Case studies -- Marketing evaluation -- Four strategic marketing tools -- Synergy and the future.
Includes bibliographical references and index.