ABSTRACT
KEYWORDS.Marketing,strategicplanning,POSCORB,changemanagement
Inaconceptualsense,librarianshaveusedsomeaspectsofmarketingformanyyearsbutwithdifferentterminologythanthefor-profit sector.Theintroductionofreferenceservices(aproduct)toimprovelibraryeffectiveness(Green,1876;Rothstein,1961),andtheestablishmentofbranchlibrariestofulfilltheneedsofvariousdisciplinesand departmentsinachangingenvironmentaretwosuchexamples.Some facetsofmarketingwereusedearlyontheprofessionallevelaswellas withtheuseofsegmentation.Segmentationisamarketingstrategythat groupscustomersintosegments,wheretheywillbemostreceptivetoa particularproduct.Oneofthefirstofthesewastherecognitionthat therewasaneedwithintheAmericanLibraryAssociation(ALA)toestablishadivisionspecifictotheneedsofacademiclibrarians-thusthe foundingoftheAssociationofCollegeandResearchLibraries-the ACRL(Holley,1989),withothersimilardivisionstofollowsuchasthe PublicLibraryAssociation(PLA)andtheSpecialLibraryAssociation (SLA).Otherusesofsegmentationincludedtheestablishmentoflibrarypublicservicesandotherspecializationsofdifferenttypesofservicestofulfillneedsanddesiresofspecialpopulations.
