Each library is constantly shifting the balance among these four elements. Library success is based on satisfying both customers and decision-makers, some of whom will never own a library card or step foot in your library. Without the support of the financial and political decision-makers, it does not matter how good a job you are doing running your library. That is a critical measurement of success. Marketing is measured by external outcomes, not inputs.
Libraries serve the goals of the customers.
Marketing is more than press releases. It is the success of the library staff in listening, and then changing products, services, and their own behaviors. This document may be copied without restriction.