Illustrates how basic principles of marketing and strategic market planning can be applied to libraries and discusses some concepts of strategic planning (organization mission, objectives and goals, growth strategy, program portfolio plan) and marketing (opportunity analysis, target market selection, marketing mix strategy, marketing systems…

Proposes a systematic procedure for analyzing performance problems in the library which is intended to minimize costly misjudgments and guide the manager toward remedial steps likely to resolve the problem(s). The nature of performance discrepancies, skill deficiencies, job descriptions, and personal problems is discussed. (EJS)