Marketing the public library service to the full‐time employed: future directions?

Andrea L. Wadley (Andrea Wadley is Assistant Librarian (Retrospective Cataloguing) at the John Rylands University Library of Manchester)
Judith E. Broady (Judith Broady is a Lecturer in the Department of Information and Library Studies, University of Wales, Aberystwyth)
Tim E. Hayward (Tim Hayward is a Research Assistant in the Department of Information and Library Studies, University of Wales, Aberystwyth)

Library Management

ISSN: 0143-5124

Publication date: 1 August 1997

Abstract

Develops an earlier discussion in which the authors argued that the public library service fails in a number of ways to provide an effective service to the full‐time employed. Suggests the characteristics of an effective service for such a market segment using the marketing mix framework. The methods examined concentrate on distribution systems which have the potential to minimize cost to the consumer and to maximize timeliness and convenience of location. Contends that such methods fall into three main categories: in‐house, outreach and remote access. Examines these three categories of service for their suitability, and considers funding, methods of publicity and the control processes necessary to continuity of service effectiveness.

Keywords

Citation

Wadley, A., Broady, J. and Hayward, T. (1997), "Marketing the public library service to the full‐time employed: future directions?", Library Management, Vol. 18 No. 5, pp. 253-263. https://doi.org/10.1108/01435129710176760

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Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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