Developing performance measures within a marketing frame of reference

Abstract

Measures of the library’s productivity assess whether the library is achieving the goals and objectives of its chosen missions. This paper illustrates the concept of placing performance measures within a marketing frame of reference that builds upon the main goal of satisfying user needs. Marketing mandates that all products or services must be developed based upon knowledge of the characteristics of the potential user market, and diverse environmental forces that affect service offerings. The satisfaction of user needs can in part be calculated by the ratio of service output to input, which provides critical data to use in adjusting the library’s marketing strategy, i.e. the library’s products and services, the price or cost of these to the user, where these will be delivered, and how the library’s products and services are communicated to the user. An example, utilizing the general information services department, illustrates a marketing strategy built upon performance measures.

Citation

Koontz, C.M. and Rockwood, P.E. (2001), "Developing performance measures within a marketing frame of reference", New Library World, Vol. 102 No. 4/5, pp. 146-154. https://doi.org/10.1108/03074800110390572