Virtual communities in Europe: the European Library approach

What is it about?

Overall the paper provides an interesting insight in the marketing approach of one of the biggest digital libraries, and how it tries to work with cultural differences and changing user requirements. Calling for the adoption of a more market‐oriented approach by public institutions, it is of interest to all information professionals, but especially marketers of public institutions and other market‐oriented, certainly those interested in channel marketing.

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Why is it important?

2009 Call for the adoption of a more market-oriented approach by public institutions