MARKETING PUBLIC LIBRARY SERVICES: THE GAP BETWEEN THEORY AND REALITY IN BRITAIN

Abstract

Examines the relationship between marketing theory and actual marketing practice in British public libraries today. Marketing theory, as applied to libraries, is looked at first. This idealized view is then compared with what actually happens in the public library services of Newcastle upon Tyne and Liverpool, with special reference to thc Central Library in eaeh case. The conclusion is that marketing af library services in the two cities bears little relationship to marketing theory, and that this situation must change if library services are to have a long future.