Marketing library services to the net generation

Jia MI, Frederick NESTA

Research output: Journal PublicationsJournal Article (refereed)peer-review

40 Citations (Scopus)


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 languageEnglish
Pages (from-to)411-422
Number of pages12
JournalLibrary Management
Issue number6/7
Publication statusPublished - 1 Jan 2006


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