Abstract
Examines the increasing necessity for co‐operation and
compromise between library services and marketing.
Various definitions of marketing are given and its
potential explored. Examples of strategies from
different parts of the United Kingdom, in particular
the North West, are included, to demonstrate their
success, or otherwise, and to speculate on the reasons
for both results. The role of the client or customer is
discussed, with reference to his or her needs and
expectations. The image of libraries and the services
they provide can be enhanced by selective promotion,
tailored to each particular need, thus helping to reach
the widest possible number of users. Marketing,
comprehensively employed, sbould be used more
extensively in order to enable libraries to become
virtually all things to all people.
Subject
Library and Information Sciences
Cited by
1 articles.
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