Author: Adeyoyin, Samuel Olu

Source: Library Management, Volume 26, Numbers 8-9, 2005 , pp. 494-507(14)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - The paper aims to centre on marketing of library and information services and to attempt to correlate marketing as a concept to the provision of library services. <B>Design/methodology/approach</B> - The user groups are identified with library classification in the paper. The paper also highlights library management in relation to marketing its services and products. <B>Findings</B> - In view of the social, economic and technological changes, the paper advocates a paradigm shift from the traditional marketing system into a more vibrant and dynamic, strategic marketing of library services/products. The paper concludes that a major marketing campaign is necessary to increase awareness and educate the library users about available library resources. This crusade can be further strengthened by the provision of the right service at the right time and the right price to the right users in the right place while supported by a quality management team. <B>Originality/value</B> - The paper provides useful information on the marketing of library and information services.

Keywords: Information services; Libraries; Marketing strategy; Strategic planning

Document Type: Research article

DOI: http://dx.doi.org/10.1108/01435120510631783

Publication date: 2005-10-01

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