By examining organizational objectives, the choices librarians make about marketing and customer focus become clearer. Ideas from social marketing reveal that adopting a customer orientation toward marketing may not be right for some libraries. (AEF)

Eleven articles discuss the response of library users and personnel to automation. Topics covered include computerized reference services, online public access catalogs, paraprofessional staff perceptions of technology, organizational and managerial impacts of automation, workshops on new technology, gender differences in motivation to manage and…