Strategisches Marketing: Die Nutzen-Positionierung von Bibliotheken als Content-Anbieter im Wettbewerb

Abstract

Content marketing is one of the current marketing trends. It focuses high-quality information to win and keep customers over a long term. The aim is not to persuade customers to buy products. Instead, the objective is by creating an added value through high-quality information to convince customers to buy products/to use services of an institution.

Keywords

• strategic marketing
• content marketing
• library
• positioning
• competition
• information