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The Principles of Marketing and Relationship Management
- portal: Libraries and the Academy
- Johns Hopkins University Press
- Volume 1, Number 3, July 2001
- pp. 339-350
- 10.1353/pla.2001.0051
- Article
- Additional Information
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Abstract
This paper treats the concepts of marketing and relationship management as they apply to libraries. The author begins with a description of the current situation of libraries, librarians, and customer perceptions, and assesses the library's environment in light of the new realities of the workplace. Relationship management and its importance to the library's future success are defined.
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