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Sharing or Separating Depends on the Situation
Information Today - Medford
Subjects: Marketing; United States
Author: Padgett, Lauree
Date: Jun 2013
Start Page: 25
Pages: 1
Section: IN OTHER WORDS
Abstract (Document Summary)

Kate Vilches had been with Lockheed Martin Missiles and Fire Control (MFC) in Orlando, FL, as a research librarian for less than 6 months when she began creating a formal marketing plan to increase the library's outreach to MFC's 10,000 employees. The library specifically wanted to address its research customers who access the library's databases to do their own research, contact the library to do research for them, and subscribe to some of the library's information-monitoring deliverables. Vilches began with metrics that were already available, such as names and departments, to develop a master list of customers to look for patterns. Another important part of her plan was talking to customers, not just collecting data.

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