THE MARKETING BUDGET: HOW MUCH IS ENOUGH?

Abstract

Although I usually write this column on cutting costs, in this issue I'd like to address the cost of using marketing techniques to expand the library's client base. At first this may sound like increasing costs, but really it isn't. A shrinking population of library patrons can impact adversely on any library's budget allocations.

Citation

Eisner, J. (1991), "THE MARKETING BUDGET: HOW MUCH IS ENOUGH?", The Bottom Line, Vol. 4 No. 2, pp. 33-34. https://doi.org/10.1108/eb025284