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Nieves González-Fernández-Villavicencio (2015) Qué entendemos por usuario como centro del servicio. Estrategia y táctica en marketing, El profesional de la información 24(1), p. 05-13

DOI10.3145/epi.2015.ene.01
ResumenThe development of a marketing concept is described, and current types are explained: inbound marketing, content marketing and relationship marketing, especially concerning libraries and information services. Marketing strategy and tactics are analyzed. Finally, current marketing trends that experts predict for the short term, and the new challenges related to these trends that libraries, and organizations in general, have to confront are discussed.
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