Upsize This! Libraries Need Relationship Marketing
What do libraries have in common with John Deere tractors, Mary Key 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.
Information Outlook, Vol. 4, No. 3, March 2000, 17-22.