What is Marketing?
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Abstract
For many, the word marketing brings to mind tacky car commercials and pushy salesmen. All too frequently, marketing is confused with publicity or “PR.” While a good publicity strategy is an important component of an overall marketing plan, it is only one element of a larger, more complex undertaking. Marketing can more be more broadly understood as the communication channel linking a product or service to the targeted customers (or patrons). The process of marketing is not about selling a product; rather, it focuses on identifying customer needs and defining how the product or service meets those needs. Librarians naturally speak the language of marketing, regardless of the librarysetting. We care passionately about the user communities we serve. We also work under economic and managerial constraints in an environment