Developing a customized database of users as a tool for marketing the library; a database to satisfy customer demand at ORNL.
Information Outlook › Vol. 8 Nbr. 1, January 2004
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Summary
Oak Ridge National Laboratory
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Developing a customized database of users as a tool for marketing the library; a database to satisfy customer demand at ORNL.
INTRODUCTION
Special libraries exist to provide services to customers within their organizations. They must provide resources and services that meet the specific needs of their parent organizations. This is an especially challenging task in the current environment of swiftly changing technology and shrinking budgets. Libraries must ensure that users are aware of the services and resources that are available, if they are to use them. In order to do this, many libraries employ marketing strategies and activities. Marketing has become an even more important activity in the electronic age, because library users tend to assume that information is free on the Web, and this assumption challenges librarians to demonstrate the value of their collections and services. Librarians recognize that to effectively market library services, they must anticipate customer d...See the full content of this document
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