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In addition, niche markets are an integral part of marketing.
In some instances, targeting by firm size is an important consideration. At the same time, inventory the services you currently offer and identify new services you wish to provide. Various strategies work better for different target markets and, therefore, several may be required to triumph.
Determine what it will take to provide these services in terms of staff, expertise, and costs. The key for successful marketing is understanding what makes someone want to use or buy services and what type of marketing strategy they respond to.
Corporate librarians have realized that they must show management why they are useful and how they contribute to the bottom line.
Public libraries face stiff competition for funding.
In an interview for this article, Suzanne Ward (author of Starting and Managing Fee-Based Services in Academic Libraries, JAI Press, Inc., 1997) told me that students are no longer a captive audience because many do their own research using PCs (and at the beach at that! She says that both students and faculty are seeing less value in the library infrastructure, and this is creating a need for more proactive strategic planning and marketing to keep libraries from being discounted even more.
Ward also explains that academic libraries sometimes create planning documents that are updated periodically. Eric Lease Morgan asserts that, As the perception of worth decreases so do tax dollars or other administrative support.
Because of all of these existing challenges and intensifying changes, it is not surprising that at least a handful of libraries have turned to tried and true business models for improved planning and development, and that they are employing marketing plans as one method for moving forward.
Indeed, Suzanne Ward believes that as time goes on [libraries] must think in this way to achieve goals.
Additionally, the Internet brings a whole new dimension of competition that public, academic, and corporate libraries are facing daily.
Whereas budget problems have been around for some time, the recent competition from the Internet can translate into fewer users, despite the fact that the Internet is also a crucial tool used by librarians for research and marketing.