Non‐profit marketing—libraries' future?

Abstract

Libraries are facing serious competition from the ‘profit’ information industry which has seen the potential of an ever‐increasing information service sector. Sophisticated information retrieval systems, and management information systems are finding their way into research organisations and business corporations, areas traditionally served by libraries. Until recently the concept of marketing non‐profit organisations has been considered inappropriate, centred around the underlying theory that such organisations are not involved in an exchange process. With the extension of the exchange concept, marketing as a tool has been applied in the non‐profit sector with a degree of success. Marketing requires analysis and planning and the view that promotion is marketing is misleading. The components of a good marketing strategy include not only a promotional campaign but also product analysis, the development of appropriate outlets for the products, and an effective pricing structure. These mix components are reviewed with an emphasis on the most neglected area, product analysis. Libraries' core products are examined and the appropriateness of the product life‐cycle concept is discussed. In conclusion, the article suggests that a change in attitude to marketing may help libraries to improve their image and to attract users. Through careful analysis, planning and implementation of marketing the survival of libraries may be less doubtful in a rapidly changing technological world.

Citation

Condous, C. (1983), "Non‐profit marketing—libraries' future?", Aslib Proceedings, Vol. 35 No. 10, pp. 407-417. https://doi.org/10.1108/eb050905