Abstract
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?
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