Libraries Need Relationship Marketing - mutual interest marketing concept, embraced by many companies, also needed by libraries

Information Outlook, March, 2000 by Larry X. Besant, Deborah Sharp

Coffman, Steve. "What If You Ran Your Library Like a Bookstore?" American Libraries (March 1998): 40-46.

Cram, Tony. The Power of Relationship Marketing: How to Keep Customers for Life. London, Pitman Publishing, 1994.

Davenport, Thomas H. Information Ecology: Managing the Information and Knowledge Environment. Oxford University Press, 1997.

Fournier, Susan, Susan Dobscha, Mick Dobscha, and David Glen, "Preventing the Premature Death of Relationship Marketing," Harvard Business Review (January-February 1998): 42-51.

Gordon, Ian H. Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever. John Wiley and Sons, Ltd. Toronto, Canada, 1998.

Gronroos, Christian. Strategic Management and Marketing: Managing the Moments of Truth in Service Competition. Lexington, MA: Free Press, 1990.

Gummesson, Evert. "Making Relationship Marketing Operational." International Journal of Service Industry Management 5 (5) (1994): 5-20.

Gutek, Barbara A. The Dynamics of Service: Reflections on the Changing Nature of Customer/Provider Interaction. San Francisco: Jossey-Bass, 1995.

Kelso, Helena. "The Marketing of Special Libraries to Their Parent Organizations: A Study of Selected Melbourne Institutions." Australian Special Libraries 28 (3) (September 1995): 3-21.

Payne, Adrian. "Relationship Marketing: A Broadened View of Marketing." In Advances in Relationship Marketing London: Kogan Page, Ltd. 1995.

Payne, Adrian, Martin Christopher Martin, Moira Clark, and Helen Peck, "Relationship Marketing for Competitive Advantage: Winning and Keeping Customers." Oxford: Butterworth-Heinemann, 1995.

Peck, Helen, Adrian Payne, Martin Christopher, and Moira Clark, "Relationship Marketing: Strategy and Implementation." Oxford: Butterworth-Henemann, 1999.

White, Herbert S. "Marketing as a Tool for Destabilization." Library Journal 122 (2), (February 1997): 16-17.

Larry X. Besant is director of libraries at Morehead State University and a past president of the Kentucky Chapter of SLA.

Dehorah Sharp is head librarian for the Lexmark Information Center, under a contract through the University of Kentucky.