Systematic Marketing Facilitates Optimal Customer Service: The Marketing Audit of a Rural Public Library System |
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| Authors: | Abigail Leigh Phillips |
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| Institution: | Florida State University, Tallahassee, Florida, USA |
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| Abstract: | This article presents a case study of a marketing audit of the Lee County Library System, a rural public library system located in southwest Georgia. Marketing audits are an underutilized but needed tool for public libraries. In this audit, the library system’s mission, goals, environments, community and employee demographics, and a strengths/weakness/opportunities/threats (SWOT) analysis were evaluated, resulting in several recommendations. These recommendations include a new mission statement, regular SWOT analyses, and potential market segments for targeted library services. Through this case study, the complexities, challenges, and opportunities unique to rural public libraries can be understood. |
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| Keywords: | Lee County (GA) Library System marketing audit rural library analysis small library marketing |
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