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Master thesis

Marketing documentaire et Web 2.0 dans l'enseignement supérieur

Abstract : Confronted with competitive environments in full growth, information services have more and more to familiarize with the concept of marketing. Since the 1980', marketing of information services has been the object of many publications in specialized press. However, in reality, very few libraries and information services reached the level of a complete marketing orientation. This is due partly to the fact that information services perceive marketing like a series of tactical actions rather than like a true strategic positioning on the long-term ; and in another part with opposing of their employees to adopt a customer orientation. The customer, precisely, changed a lot since four or five years. We can't recognize him anymore : he is nomad, unfaithful, capricious, not involved and lazy. He waits until everything comes to him ; he has virtual friends and assumes his “Second Life” when he has one ; he is always connected ; his features are pixelized and he speaks a language where all the words start with e- or @. Each year, there is more and more of this type of people on the benches of our universities, in the corridors of our schools, and around the shelves of their libraries. This is however not an alien invasion, it is simply the arrival of Generation Y. This generation is the generation of Web 2.0 : this is where they live, this is where they are. Tightly held on to their lifestyle, they leave only two choices for our libraries : leaving them there or joining them there ! Joining them is the bet that made the Central Library of Ecole Polytechnique (Paris, France) with its “BCX 2.0” project, launched in May 2008 after a process of reflexion started 6 months earlier. Its goals : seeking the user where he is, on the social media ; learning his language ; imitating his features ; seducing him and bringing him back to the library services - at least numerical - which are conceived for him. A colossal and precursory bet ! The object of this dissertation is to study, in a context of numerical, strategic and social changes, how marketing and Web 2.0 can be combined to allow the information services to provide the best answer regarding offer and request? How this marketing 2.0 strategy can be set up in higher education? How was it developed at Ecole Polytechnique, the foremost French school of engineering?
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Master thesis
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Contributor : Christian Job <>
Submitted on : Tuesday, April 13, 2010 - 5:55:39 PM
Last modification on : Tuesday, January 19, 2021 - 11:08:43 AM
Long-term archiving on: : Tuesday, September 14, 2010 - 7:01:18 PM


  • HAL Id : mem_00473012, version 1



Christian Job. Marketing documentaire et Web 2.0 dans l'enseignement supérieur. 2009. ⟨mem_00473012⟩



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