A brief review of the concept connotations in the area of information services is carried out, trying to stress the implications of being “customer oriented” as the most important component of marketing. A model to measure the level of the library’s orientation toward its market – as perceived by its managers – is presented. It was designed taking into account the models that major specialists prepared in order to evaluate marketing activity in companies. It should allow librarians to establish to what extent the library is properly user oriented and, at the same time, what specific marketing‐related aspects it is failing in or should improve at.
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