Abstract
Purpose - This paper aims to examine the role of marketing to new generations of library users.
Design/methodology/approach - The paper reviews classical marketing texts and current user studies for applicability to library service.
Findings - The paper finds that libraries can apply classic marketing principles to attract and better serve new generations of users. Although libraries no longer have a monopoly on information sources, libraries do offer value-added services.
Originality/value - By underst anding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.
Original language | English |
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Pages (from-to) | 411-422 |
Number of pages | 12 |
Journal | Library Management |
Volume | 27 |
Issue number | 6/7 |
DOIs | |
Publication status | Published - 1 Jan 2006 |