3, Issue 1 (Winter 2019)
Cross-Functional Marketing: Partnering to Promote Library Services and Courses
Jonathan M. Torres, Universiry of Arkansas
Libraries Journal, volume 3, issue 1, pages 12-18.
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 andlimitations of cross-functional marketing is also included.
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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