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M. Gross (1998)
The Imposed Query: Implications for Library Service Evaluation.Reference and User Services Quarterly, 37
Ethel Himmel, W. Wilson (1998)
Planning for Results: A Public Library Transformation Process
David Rados (1981)
Marketing for non-profit organizations
P. Ward (2002)
Management and the management of information, knowledge‐based and library services 2001Library Management, 23
M. Gross
The imposed query
Measures of the library's productivity assess whether the library is achieving the goals and objectives of its chosen missions. This paper illustrates the concept of placing performance measures within a marketing frame of reference that builds upon the main goal of satisfying user needs. Marketing mandates that all products or services must be developed based upon knowledge of the characteristics of the potential user market, and diverse environmental forces that affect service offerings. The satisfaction of user needs can in part be calculated by the ratio of service output to input, which provides critical data to use in adjusting the library's marketing strategy, i.e. the library's products and services, the price or cost of these to the user, where these will be delivered, and how the library's products and services are communicated to the user. An example, utilizing the general information services department, illustrates a marketing strategy built upon performance measures.
New Library World – Emerald Publishing
Published: May 1, 2001
Keywords: Performance measurement; Marketing; User studies; Information services
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