College and Research Libraries The Guidelines do not, however, resolve other important issues. Surprisingly they say nothing about measures of library ef- fectiveness and productivity and little about nonprint material and interlibrary cooperation. Thus, even though they have taken "Standards for College Libraries" a step further in some respects, the Guidelines leave gaps that future sets of standards must address.-]asper G. Schad, Wichita State University, Kansas. The Marketing of Library atid Information Service. Ed. by Blaise Cronin. London: Aslib, 1982, 359p. ISBN 0-85142-153-9. Marketing library and information ser- vices seems to be on everyone's current agenda. "Techniques for ... " appear on the Library and Information Science Re- search Agenda for the 1980s developed by Cuadra Associates for the Department of Education Office of Libraries and Learn- ing Technologies. Special Libraries Asso- ciation's "Highest Priority Issues" list re- fers to the need for developing strong public relations programs, and every recession-conscious public, special, and academic librarian has begun ruminating about, if not embracing wholeheartedly, the marketing concept. Whether you agree with John Berry that "a library is a necessary public service" and shouldn't have to be "sold" like toothpaste, or with Fred Glazer that "pap" (persuasion, agitation, participa- tion) is called for more than "quiet dig- nity," this volume of reprints brings it all together and lets you decide for yourself what marketing is, or can be, and how im- portant it is to the future of libraries. Blaise Cronin has selected, organized, and intelligently introduced many of the important articles on the subject. He be- gins with Theodore Leavitt's classic 1960 article from the Harvard Business Review, which introduced the oft-paraphrased an- ecdotes detailing the demise of the rail- roads and the buggy whip industries ow- ing to a lack of the understanding that in- dustry is involved in ''customer- satisfying'' not ''goods producing'' pro- cesses. Definitions of the library user, nonuser, and information consumer, the variety of library products, marketing Recent Publications 83 tools, and techniques, the measures of ef- fectiveness, target groups, and commu- nity analyses are recurrent topics for dis- cussion in this collection. In this fourth volume of . the Aslib Reader series, the editor has limited selec- tion to articles pertaining to the marketing of library services (as distinct from the mar- keting of scientific and technical informa- tion). Each essay approaches the subject differently and thus justifies its inclusion. There's general theory here as well as dis- cussions of applied marketing principles and practices, and results of research on marketing methodology. The book's only drawback is the reduced print of many of the articles reproduced from larger-format journals. Although published by Aslib, the ma- jority of articles are by Americans-Robert Wedgeworth, Fay Blake and Edith Perlmutter, Shirley Echelman, Douglas Ferguson, Martha Boaz-these people will be instrumental in whether there is a fu- ture market for libraries and will play a major role in how library service is mar- keted. Whether your interest is in'' selling'' the necessity for support of the public library as a free institution to the taxpayer, or you want to focus on the needs of your aca- demic patrons for a computer searching service or review various pricing tech- niques for commercial information ser- vices, this book is highly recommended as a useful and important source. The re- viewer believes with the authors that the survival of library services is a real con- cern, and, as Levitt points out, survival of any service organization always entails market response and change. Knowing your user, knowing your product poten- tial, and knowing how to communicate and what to change are the basic tenets of successful marketing-and survivaL- Shelley Phipps, University of Arizona, Tuc- son. Marketing the Library. Ed. by Philip M. Judd. Newcastle upon Tyne, England: Association of Assistant Librarians, 1981. 124p. $11 paper. This slim, edited transcription of a "weekend school" leaves much to be de- sired, even though there are some highly 84 College & Research Libraries practical and sometimes profound ideas expressed throughout. Print versions of oral presentations and question-and-answer sessions tend to de- press my attention span. British idioms, such as "it has taken so long to winkle [li- brarians] out into the community," are delightful but also distracting. I always find it hard to think of collections as "stock," but, then, perhaps "stock" is a better term when entering the marketing game. These poorly bound proceedings won't stand very much use, but then the market is slim in the U.S. for this one. Other more substantial volumes cover most of the top- ics better. ''Marketing Concepts and the Library''; ''Assessing Community Needs''; ''Deciding Priorities: Rationaliz- ing the Library Services''; ''Promoting Li- brary Services"; and "Acquiring and Al- locating Resources" are the topics covered. Even the title has appeared on many other covers. There are some provocative thoughts January 1984 contained here however: the implications for the public library of the growing leisure-services industry in Britain; the important marketability of the expertise of the librarians; the challenge to "have the courage to process and evaluate informa- tion, if that is what the client wants''; and the importance of separating needs and wants of potential library clients. Undoubtedly this was a worthwhile weekend for participants; much in the transcript addresses local problems, and the challenging questions from the audi- ence are quite refreshing and indicate a se- rious concern for the future of the public library. Marketing the library in the northern di- vision of the British Isles is a problem much the same as elsewhere, and unless the cast of British-English phrases can in- spirit the material for some readers better than other works on the subject, I'd rec- ommend this only for library school collec- tions, i.e., "stocks."-Shelley Phipps, Uni- versity of Arizona, Tucson.