title: The marketing audit: a new perspective on library services and products.
abstract: 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.
authors.affiliation: Information Services Department, American Hospital Association, Chicago, Illinois 60611.
authors.forename: P J
authors.initials: PJ
authors.lastname: Wakeley
authors.forename: C
authors.initials: C
authors.lastname: Poole
authors.forename: E C
authors.initials: EC
authors.lastname: Foster
mesh_terms: D000573:American Hospital Association; D002641:Chicago; D007993:Libraries, Medical / Q000458:organization & administration*; D007999:Library Services; D008330:Management Audit; D009934:Organization and Administration; D009937:Organizational Objectives; D010934:Planning Techniques; D014481:United States