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Cross-Functional Marketing: Partnering to Promote Library Services and Courses

Jonathan M. Torres, Universiry of Arkansas

Marketing Libraries Journal, volume 3, issue 1, pages 12-18.

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Abstract: The University Libraries and specific departments within the Walton College of Business (WCOB) at the University of Arkansas have taken the initiative to work cross-functionally to promote services and new undergraduate courses for business students. This partnership aimed to develop awareness of resources for business research, to improve outreach to students, as well as to shed light on newly created courses. This article defines cross-functional marketing and provides examples of how the concept can be applied in an academic setting. It examines a series of cross-functional marketing strategies through projects developed from 2015 to 2018. A summary of the benefits and limitations of cross-functional marketing is also included.

Citation to article:

Torres, J.M.  (2019). Cross-Functional Marketing: Partnering to Promote Library Services and Courses.  Marketing Libraries Journal, 3(1), 12-18. Retrieved from http://journal.marketinglibraries.org/march2019/MLJv3i1-12-18.pdf

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