MARKETING LIBRARIES: A SURVlVAL COURSE?

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.

Citation

Baldock, C. (1993), "MARKETING LIBRARIES: A SURVlVAL COURSE?", Library Management, Vol. 14 No. 1, pp. 4-8. https://doi.org/10.1108/EUM0000000000843