Not all, however, have had experience in linking these principles to the marketing of ideas and perhaps this deserves further research. My task in making a presentation at the IFLA marketing workshop in Copenhagen was to report on the application of marketing tools in the library world. Lobby for libraries was the case study that I presented and what follows is a glimpse of this program in the hope that readers will find concepts of value in dealing with their own needs in these times of great change. Lobby for libraries is a program designed for members of the Australian Library and Information Association to facilitate the process of raising issues of concern to the library community with politicians, government officials, business and the community. ALIA, the professional association for librarians, library technicians and others working in the information sector, represents over 8000 individuals and organisations.
Libraries are a valuable cultural resource.
They also perform a critical role in providing information for education and training, government decision-making and business development. Additionally there are about 1400 public libraries located throughout Australia, state libraries in all states and the Northern Territory and the National Library of Australia located in Canberra. The adequate resourcing of libraries to provide on-line services is the most significant issue facing all libraries today. This, combined with management and industrial relations reforms, is creating an unprecedented environment of change in our libraries which, in some cases, is leading to library closures. An effective advocacy program will help to create a bright future for Australia's libraries and will be a critical factor in ensuring that Australians are well-positioned to take a leading role in the global economy of knowledge.