Besant, L. X., & Sharp, D. (2000). Libraries need relationship marketing. Information Outlook, 4(3).
What: article about why libraries should use relationship marketing and how this could be implemented.
Why: Since the 1960s there has been a paradigm shift to user-centered service, but libraries have in general not bought into this, unlike the business world where RM is all the rage.
Summary: The article gives an over of what relationship marketing is, and why libraries have not used it up to this point. It discusses the general history of RM in the business world as well, and concludes with ways this type of marketing could be implemented in libraries.
Conclusion: Libraries need to focus on improving their relationships with users if they want to survive and thrive in today's world.
Evaluation: While it doesn't deal with CRM directly, this article provides good background reading on why a library would want to use CRM in the first place. This is suggested reading for anyone looking to implemented CRM in their library because it provides good justification for use of relationship marketing, which is the conceptual basis for CRM software.
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