The marketing audit: a new perspective on library services and products.
AUTOR(ES)
Wakeley, P J
RESUMO
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.
