GREAT ARTICLE ON MARKETING

Christie Koontz [Florida State University, Tallahassee] has written a wonderful article on customer-based marketing, Identifying and Utilizing Library Stakeholders, in MLS: Marketing Library Services (21(3): 8-10, May/June 2007). To quote, “library managers might not recognize a potentially valuable ally—or, more dangerously, someone who might be a key adversary.” I especially like the table she includes with a list of various stakeholders (taxpayers, users, potential users, staff, school board, funding agencies, and media), their interests, and potential conflicts with the library’s interests. The article is not online, but it is well worth reading—so go to your local library and ask for it (or ILL it).