Authors: Mi, Jia; Nesta, Frederick

Source: Library Management, Volume 27, Numbers 6-7, 2006 , pp. 411-422(12)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - This paper aims to examine the role of marketing to new generations of library users. <B>Design/methodology/approach</B> - The paper reviews classical marketing texts and current user studies for applicability to library service. <B>Findings</B> - 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. <B>Originality/value</B> - By understanding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.

Keywords: Information services; Libraries; Marketing strategy; Students; Universities

Document Type: Research article

DOI: http://dx.doi.org/10.1108/01435120610702404

Publication date: 2006-07-01

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