College and Research Libraries 80 College & Research Libraries sues in academic library costs and fund- ing, with special attention to the effects of new technology and cooperation on both management and costs. It also presents the results of some studies of costs of oper- ating research libraries and of formal li- brary cooperation programs sponsored by CLR in recent years. The "Summary and Conclusions" chapter is a recap of semi- nar highlights. The book also contains three substantive appendixes: one by Mi- chael Cooper on ''Economic Issues and Trends in Economic Libraries"; one by Mark Cain, reporting on four case studies of university library management and rapid technological change; and an anno- tated bibliography on user fees and library economics by Jane Rosenberg. The value of a good literature review is twofold: first, in the way that it organizes the literature and links publications it gives the reader a map of its subject, orga- nizing the questions and concerns of the field by way of the relationships among publications. Second, it digests the litera- ture, indicating which is the most impor- tant, pointing the reader toward literature relevant to his or her concerns and report- ing the highlights of works that the reader may never see. This book does review a large body of important literature that has not been brought together before. How- ever, it does not succeed very well at ei- ther of a literature review's missions. Its structure is confusing. User fees, for example, are discussed in at least three different places. The succession of sub- jects often seems arbitrary. The overall ef- fect is fragmentation: the reader gets use- ful snippets of information, but loses the overall structure. (The appendix by Cooper is an example of how the book could have been structured more effec- tively.) As a digest of the literature, the compre- hensiveness of the coverage of certain subjects is questionable. For example, the discussion headed ''Cost Accounting in Libraries" refers almost exclusively to at- tempts to determine the costs of library automation-not the same subject. Some of Kantor's important work on academic library costs and economies of scale is cited, but some of his other equally rele- vant work is missed. January 1987 The book suffers some from occasional misstatements and lack of clarity: it seems to need a knowledgeable editor. For exam- ple, a lengthy discussion of "unit costs" never specifies whether that means aver- age or marginal costs. "Cost benefits" is used repeatedly as a noun, a novel con- struction. The cryptic summary of D'Elia and Walsh's path-breaking research on user evaluation of libraries and library ser- vices is inadequate for the reader unfamil- iar with the original. And the author peri- odically interjects editorial comments with which his readers will take issue: for example, he misquotes Herb White as say- ing that in libraries, cost-benefit determi- nation is meaningless and cost accounting pointless, then concludes that "this atti- tude suggests that librarians are irrespon- sible managers and consequently cannot be trusted to handle large budgets.'' The non sequitur is not White's. (This refer- ence was wrong, too.) The book does, however, cover a large body of literature, and, commendably, is not limited exclusively to research li- braries. It is a useful if flawed introduction to some of the major problems and re- search findings on the costs of research li- braries. And the author makes some pro- vocative conjectures about the effect of changing technology on the academic li- brary. This is an area where everyone wishes for a crystal ball; Cummings doesn't have one, but he does raise some interesting possibilities.-Nancy Van House, School of Library and Information Studies, University of California, Berkeley. Marketing Instructional Services: Apply- ing Private Sector Techniques to Plan and Promote Bibliographic Instruction. Papers presented at the Thirteenth Li- brary Instruction Conference held at Eastern Michigan University, May 3&4, 1984. Ed. by Carolyn A. Kirkendall. Ann Arbor, Mich.: Published for the Center of Educational Resources, East- ern Michigan Univ., by Pierian, 1986. 157p. $19.50 (ISBN 0-78650-201-X) LC 86-60025. As library instruction moved into the eighties, its advocates and implementors found that they had learned a great deal from the disciplines of education, psy- ACQUISITION PERSPECTIVES 6. Book House is in its fourth gen- eration of automation . Our custom software allows us the flexibility to accept orders generated through your computerized system or in the mail. Our policy is to develop a working compatibility with the automated sys- tem in your library to facilitate receiv- ing orders, transmitting open order re- ports and invoices electronically. Let's explore interfacing your auto- mation with ours. CALL TOLL-FREE TODAY 1-800-248-1146 In Canada & Michigan CALL COLLECT (517) 849-2117 OCLC Vendor No. 17397 SAN 169-3859 the BBOK D USE JOBBERS SERVING UBRARIES WITH ANY BOOK IN PRINT SINCE 1182 208 WEST CHICAGO STREET JONESVILLE, MICHIGAN 49250 82 College & Research Libraries chology, and information science. It was only natural that instruction librarians then began to look beyond the classroom walls at the broader arena in which they operated, and to investigate disciplines such as sociology and public relations. The LOEX conferences, sponsored under the leadership of Carolyn Kirkendall, are traditionally on the cutting edge of inno- vation. The proceedings of the thirteenth Library Instruction Conference, of which this volume is a compilation, are no exception-they pave the way for the inte- gration of marketing concepts into the practice of library instruction. As with any good professional confer- ence, program offerings ranged from the sublimely theoretical to the prescriptively practical-a little consciousness raising and a little exemplification. And as any good opening paper would, Elizabeth Wood's comments span this spectrum. She discusses why instruction librarians should market their services and what self-serving obstacles they must overcome to do so effectively. She then goes on to provide a capsule summary of marketing theory and practice, complete with defini- tions, underlying principles, and steps to follow. In spite of a slight excess of jargon and transparencies, her instructions on how to implement a marketing program are informative and useful . The underlying themes of the confer- ence should have struck a familiar chord for the instruction librarians in atten- dance. One does not need formal training in marketing to recognize the tenets of model marketing performance, for they closely parallel the principles of good teaching. The emphasis of both services is on the consumer. Both marketing and in- structional theory advocate that one ana- lyze the needs of one's clientele, plan pro- grams appropriate to those needs, prioritize programs, package products in a manner that is appealing and memorable, and promote products with enthusiasm . and conviction. Paula Warnken's paper . about her experience in adapting the Earlham model at Xavier draws heavily on the work of marketing theorist Phillip Kotler and clearly demonstrates the simi- larities between these disciplines. Many of January 1987 Peggy Barber's remarks in "Ten Things I Have Learned about Public Relations" could also easily have been about teach- ing. Several papers in the collection indicate that the issues associated with marketing service organizations are just one step re- moved from the issues confronting in- struction librarians in defining their roles in general. Warnken, for example, dis- cusses the decade-old question of whether library instruction should be targeted to those with the greatest need, to those who are easiest to reach, or to the nonusers. Ian Malley's reflections on the lack of library instruction marketing in the United King- dom subtly enumerate the environmen- tal, cultural, and political circumstances needed to support and encourage wide- scale library instruction efforts. Virginia Tiefel' s and Goodwin Berquist's compan- ion pieces about the library instruction program at Ohio State University demon- strate a case in point of how librarians can, over time, be accepted by faculty as part- . ners in the teaching-learning process and how marketing can facilitate that transi- tion. As the reviewers read through the volume, we found ourselves asking ''Are we marketing library instruction or are we marketing ourselves?'' In her introduction to the volume, the editor explains that the scope of the con- ference was limited in several ways. The lack of attention to needs assessment and evaluation is justified by the amount of lit- erature already available on those topics. On the other hand, the nearly exclusive focus on the marketing of course-related instruction to faculty seems less than help- ful to the novice marketer. So much of a library instruction program's success is determined by how it is perceived by ad- ministrators, how it is received by stu- dents, and how it is implemented by li- brarians. More mention should have been made of methods of guaranteeing success with these consumers and providers as well. However, the inclusion of seven poster session abstracts helped to fill this gap, as they highlight specific attempts to employ marketing techniques in specific library instruction programs. The bibliog- raphy on marketing library and informa- tion services by Kirkendall, Hannelore Ra- der's 1983 annotated bibliography on library orientation and instruction, and re- productions of handouts also add signifi- cantly to the value of the book. William Miller's paper features promi- nently among the conference offerings. Speculating upon the consequences of overzealous advertisement on already de- teriorating library collections and already overworked library staffs, he alludes to the need for skeptical investigation and strategic planning before advertising such a labor-intensive service. While one can debate the appropriateness of marketing library instruction, it is important to keep in mind a distinction between marketing a Recent Publications 83 package and marketing a quality product. It is doubtful that any of the speakers would endorse a full-scale adoption of pri- vate sector marketing to library instruc- tion. Rather, the conference proceedings do an excellent job of introducing the con- cepts, outlining appropriate steps in im- plementing marketings, cautioning against potential pitfalls, and providing examples of library-specific applications. As library instruction seeks to enhance its visibility in the eighties, this volume will serve as a stepping stone and a guidepost along the way.-Tara Lynn Fulton, North- western University Library, Evanston, Illi- nois. OTHER PUBLICATIONS 1982 Census of Manufacturers: Concentration Ra- tios in Manufacturing. Washington, D.C.: U.S. Dept. of Commerce, BureauoftheCen- sus, 1986. 180p. paper, $13. LC 83-600153. Affiliates & Offices of Japanese Firms in USA & Can- ada: 1986 Edition. Tokyo: JETRO (dist. by Gale), 1986. 559p. paper, $80 (ISBN 4-8224- 0326-2). Afro-American Writers Before the Harlem Renais- sance. Ed. by Trudier Harris. Detroit: Gale, 1986. 369p. $88 (ISBN 0-8103-1728-1). LC 86- 12121. ALA Suroey of Librarian Salaries, 1986. Ed. by Mary Jo Lynch and Margaret Myers. Chi- cago: American Library Assn., 1986. 90p. pa- per, $40 (ISBN 0-8389-3335-5). The ALA Yearbook of Library and Information Ser- vices: A Review of Library Events 1985: Vol. 11 (1986). Ed. by Roger Parent. Chicago: Ameri- can Library Assn., 1986. 419p. $70 (ISBN 0- 8389-0458-0). American Poets. Ed. by Ronald Baughman. Con- temporary Authors Bibliographical Series, no.2. Detroit: Gale, 1986. 387p. $48 (ISBN 0- 8103-2226-9). American Publishers. V.l: U.S. Publishers A-M. V.2: U.S. Publishers N-Z and ISBN Index. V.3: Canadian Publishers and ISBN Index. Ed. by Barbara Verrel. New York: Saur, 1986. 1,712p. paper, $40 (ISBN 0-89664-375). The Annual Register: A Record of World Events, 1985. 227thed. Ed. by H. V. Hodson. Detroit: Gale, 1986. 562p. $95 (ISBN 0-8103-2043-6). LC 4-17979. Artist's Market: Where and How to Sell Your Graphic Art, 1987. Ed. by Susan Conner. Cin- cinnati, Ohio: Writer's Digest Bks., 1986. 569p. (ISBN 0-89879-246-0). Artist Biographies Master Index. 1st ed. Ed. by Barbara McNeil. Gale Biographical Index, no.9. Detroit: Gale, 1986. 700p. $85 (ISBN 0- 8103-2107-6). LC 86-14955. Awards, Honors, and Prizes: An International Di- rectory of Awards and Their Donors. V .2: Inter- national and Foreign. 6th ed. Ed. by Gita Siegman. Detroit: Gale, 1986. 576p. $170 ยท (ISBN 0-8103-0446-5). LC 85-07062. Berdie, Douglas R.; Anderson, John F.; and Niebuhr, Marsha A. Questionnaires: Design and Use. 2d ed. Metuchen, N.J.: Scarecrow, 1986. 344p. $22.50 (ISBN 0-8108-1884-1). LC 86-1783. Berger, Melvin. Hazardous Substances: A Refer- ence. Hillsdale, N.J.: Enslow, 1986. 128p. $12.95 (ISBN 0-89490-116-8). LC 86-8806. Best Reference Books: 1981-1985. Ed. by Bohdan S. Wynar. Littleton, Colo.: Libraries Unlim- ited, 1986. 504p. $45 (ISBN 0-87287-554-7). LC 86-15316. Book Review Index: Reference Books, 1965-1984. Ed. by Barbara Beach. Detroit: Gale, 1986. 700p. $125 (ISBN 0-8103-2195-5). Business Organizations, Agencies, and Publications Directory. Ed. by Kay Gill and Donald P. Boyden. Detroit: Gale, 1986. 2v. 2,031p. set, $265 (ISBN 0-8103-2097-5). Caster, Lillie D. The Classifier's Guide to LC Class H. New York: Neal-Schuman, 1986. 143p. paper, $29.95 (ISBN 0-918212-99-5). LC 85- 28459.