A Theorical study of the marketing in the University libraries.

The marketing system has been, until now, unknown among French libraries : the first part of this paper is a general survey of the marketing problem. The author explains how the marketing system is not a peripheral action : it is rather a general approach which involves a new definition of the library objects and services after a study of the user satisfaction. The measurement of the service will be valid if it includes the whole data related to the activity of the library ; a variety of indicators may be established by using different channels such as enquiries, statistics... This is the way to ensure an effective administration of the library, the marketing system being only one part of it.
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