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Marketing library services to the Net Generation

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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 understanding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.
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Keywords: Information services; Libraries; Marketing strategy; Students; Universities

Document Type: Research Article

Publication date: July 1, 2006

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