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Article: Libraries Need Relationship Marketing.(mutual interest marketing concept, embraced by many companies, also needed by libraries)
- Article from:
- Information Outlook
- Article date:
- March 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Special Libraries Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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What do libraries have in common with John Deere tractors, Mary Kay cosmetics, Harley-Davidson motorcycles, and Prada haute couture? Regrettably libraries have no special link with these diverse businesses, which share a common business reputation for top satisfaction ratings from their customers. Along with many other businesses, they each appear to have committed to relationship marketing (RM), a deceptively straightforward switcheroo on traditional marketing methods.
The lead of a 1998 Harvard Business Review article put it provocatively, "Relationship marketing is in vogue. Managers talk it up. Companies profess to do it in new and better ways every day. ...