The marketing audit: a new perspective on library services and products.

  • 1 October 1988
    • journal article
    • Vol. 76  (4) , 323-7
Abstract
A marketing audit enables a library to look at audiences, services, and products with a structured approach. The audit can be used to assess operations and to provide a framework for ongoing decision making, evaluation, and long-range planning. An approach to the audit process is presented and its application is demonstrated in a case study featuring the American Hospital Association Resource Center.

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