1st Edition

Marketing and the Library

By Gary Ford Copyright 1984

    The latest methods for more effective information dissemination are explored in this challenging volume. Discover how new technological installations and information centers allow for identifying specific groups more precisely and learn to develop successful programs for specific target areas.

    Contents Introduction
    • Megatrend Marketing: Creating the Library’s Future
    • Library Market Segmentation: An Effective Approach for Meeting Client Needs
    • The ABCs of Implementing Library Marketing
    • Distribution of the Library’s Product: The Need for Innovation
    • Marketing Myopia
    • Reference Notes Included


    Gary Ford (Kogod College Of Business Adm, Washington, DC, USA)