The Olympic training field for planning quality library services - Marketing of Library and Information Services

CONCLUSION

Perhaps libraries of all sizes, shapes, and types are at a crossroads in determining their future. Terms like "re-engineering" and "reinventing" are becoming common in the discussion of what organizations, both profit and nonprofit, will need to face in order to flourish. The way things have always been done is no longer adequate. The basic rules remain the same, but the interpretation is changing. The focus must shift from inward to outward. The customers, needs and perceptions are relevant. Service is giving something of value in exchange for something else of value. Where is the plan taking the library? Is it a worthwhile and value-adding journey?

Expect this journey to be different than any one previously taken. Expect the pursuit of providing quality library services to be worthwhile but perpetually challenging. Expect difficulties. Expect to re-invent the library in the context of what the customers think is important. Expect to be realistic about available resources. Expect success!

REFERENCES

Barker, J. (1990). Discovering our future: The business of paradigms (38 minute video). Burnsville, MN: Chart House International Corporation. Barker, J. (1992). Future edge. New York: William Morrow. Bennis, W., & Nanus, B. (1985). Leaders: The strategies for taking charge. New York: Harper & Row. Byrae, J. A. (1990). Profiting from the nonprofits. Business Week, (March 26), 66-74. Crompton, J. L., & Lamb, C. W., Jr. (1986). Marketing government and social services. New York: Wiley. Dirks, L., & Daniel, S. (1991). Marketing without mystery. New York: AMACOM. Disend, J. E. (1991). How to provide excellent service in any organization. Radnor, PA: Chilton Book Company. Jacob, M. E. L. (1990). Strategic planning: A how-to-do-it manual for librarians. New York: Neal-Schuman Publishers, Inc. Levitt, T. N. (1960). Marketing myopia. Harvard Business Review, 38(July-August), 45-56. Steiner, G. A. (1979). Strategic planning: What every manager must know, a step-by-step guide. New York: Free Press (Division of Macmillan).

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