Allen das Gleiche oder jedem das Seine? Zielgruppenorientierte Servicepolitik als strategische Herausforderung. Der Ansatz der BSB

All libraries regardless of their type and size are currently in danger to wear themselves down in a war on several fronts in between more and more individualized users' expectations and demands as well as dynamically growing technological challenges and a permanent lack of resources. The librarians' "primeval desire" to be fair to everybody and everything leads to a provision of services that are monotonous and without profile and in the end do not satisfy neither users nor librarians anymore. It is necessary to reconsider the basics of product marketing and to pay particular attention to core tasks, which have drifted out of focus, as well as to build an array of services that will be manageable for the long term also in the framework of the available resources. In recent years the BSB has carried out a great deal of target group work in the conventional as well as in the digital service sector and has developed a corresponding product/service portfolio, which in combination with cooperative components could be also of interest to other libraries