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From storekeeper to salesman: implementing the marketing concept in libraries

Rowley, Jennifer (1995) From storekeeper to salesman: implementing the marketing concept in libraries. Library Review, 44 (1). pp. 24-35. ISSN 1758-793X

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Abstract

All libraries are concerned with customer satisfaction. A powerful philosophy to assist an organization towards customer satisfaction is the marketing concept. This involves identifying customer needs and requirements and then seeking to meet those needs. The traditional role of the librarian as a storekeeper is not consistent with the adoption of the marketing concept. In addition, the role of libraries as service providers in the public sector has not led to a focus on marketing. Reviews the basic concepts associated with the establishment and implementation of a marketing strategy, including the components of the marketing mix. Suggests that libraries would benefit from a more direct focus on the marketing concept, with clearly defined marketing strategies.

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