Ch. 1. The Meaning of Marketing
Ch. 2. Library Patrons as Consumers
Ch. 3. Library Use Patterns
Ch. 4. Consumer Research and Behavioral Models
Ch. 5. Repeat Buying Theory
Ch. 6. Hypotheses
Ch. 7. Field Work
Ch. 8. Data Analysis
Ch. 9. Replication
Ch. 10. Conclusions
Appendix: Library Borrowing Trends at Cranfield.