ABSTRACT
SUMMARY. Marketing models designed to optimize retail product assortments can inform the evaluation of journal collections in the noncommercial library setting. This tactical session presented marketing research in three key areas: consumer perceptions of reduced choice, efficient allocation of limited shelf space, and formulas to find the most efficient variety of products that satisfy consumers. Steve Black invited participants to apply the marketing theories to their practical experience within the library environment. Many correspondences and some divergences between retail consumers and library users were noted. Chiefly, undergraduate and graduate library user groups, like retail consumers, behave somewhat predictably when confronted with large or small assortments of journals. Also, the presence or absence of a favorite journal, like a favorite product, is significant to users/consumers. Library users differ from consumers in that an acceptable substitute is not always readily available. The effects of the physical arrangement of journal collections, 328such as interfiling and type of classification, are noteworthy. The importance of developing unique items within a library collection was emphasized. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: <docdelivery@haworthpress.com> Website: <https://www.HaworthPress.com>]
