MARKETING IN THE FUTURE: A REPORT FROM THE FRONT LINES

The world in which libraries are and will be operating for the next ten years seems much like the former Soviet Union. Constituencies multiply and subdivide; players enter and exit with astonishing speed; rival factions strive for ascendancy; stability and predictability seem distant memories. Change, that familiar nemesis, is at work here, but with a speed, intensity, and on a scale that are literally stunning. How does this battleground look from a marketing perspective?