Outlines the rationale for a marketing approach to the management of public library services. Looks at the history of public library services and their social and technological changes. Concludes that, after more than a century, the public library movement in the UK still does not have a...

Looks at the practical applications of marketing principles to the management of library services in the UK. Assesses the place of market research in the planning cycle and describes and reviews a variety of tactical responses. Concludes that the public library service in the UK will probably...