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First there was traditional benchmarking and then “expanded” benchmarking. Both analyse the gap between current practice and best practice. Introduces what might be the next great value‐add in store for benchmarking. Proposes that benchmarking gap analysis be extended by estimating the measurement value needed to achieve total customer satisfaction. Concludes that this new type of benchmarking sets goals where they are most needed ‐ on satisfied and loyal customers.

Based on a submission for the European Best Practice Benchmarking Award of 1995, in which IBM UK Ltd won the second prize. Discusses how IBM UK Ltd has benchmarked aspects of customer service and satisfaction within its National Call Management Centre. Describes how, by focusing on model companies and areas of best practice, many processes and practices were modified in order to boost performance standards and achieve higher levels of customer satisfaction.

Reviews the first three of 11 key books on benchmarking with the aim of assisting in the educational and training processes in companies embarking on or launching a benchmarking project.

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.

The former colleague at University College of Raymond Irwin (1902–1976) and his obituarist here presents a fuller portrait of this unusual man.

The purpose of the editorial is to accompany this special issue on “Social marketing: social change”.

The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this special issue.

Overall, the contributed papers demonstrate that there are many layers to social marketing.

The articles featured in this special issue help to advance social marketing theory as well as offer valuable implications and recommendations for managers, practitioners and policymakers.