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Putting the Customer First
WHAT DOES MARKETING MEAN FOR LIBRARY AND INFORMATION PROFESSIONALS? In recent years, marketing has been gaining importance in libraries throughout the world. Self-support policies, increasing competitiveness in the marketplace, rising customer expectations, and widening access to information are some of the main reasons for this trend. To survive in such an environment, library and information centers must identify their users' needs and integrate this information into the everyday workings of the library.
The first requirement for successful marketing in library and information services is a clear appreciation for what marketing is and what it can do. Although marketing is not new to library and information services, there are many opinions about what role it plays. Some people equate it with the pursuit of sales rather than customer satisfaction. Others view it as the production of brochures and other low-level marketing communications.
The term "marketing" is established in our vocabulary, although it has been less than three decades since marketing was first applied to the field of library and information services. The premise of marketing is simple and appealing: The customer is at the center of every library activity. This idea is not new-library science thinkers and philosophers were advocating such a philosophy as far back as 1880.
Marketing as Metaphor
There is continuing debate as to whether concepts derived from the business world can readily be transferred to public service organizations such as universities, hospitals, and libraries. It is argued that conventional organizations are funded differently, have different objectives, and operate in a different environment. But while in the past libraries might have been slow to respond to outside influence, they are now as active as their business counterparts in adopting a strategic marketing and commercial outlook. Examples of this activity are the growing interest in marketing techniques, the revamping of services, and the production of corporate videos. At the same time, librarians are also more concerned about having a good reputation and a positive public image.
Satisfying the customer is the primary concern in the marketing process. Users will only come back for more service if they are satisfied; if they are not, they will find a different resource. Thus, the ethos of the organization should value satisfying the customer,...