Title

Marketing library services to the net generation

Document Type

Journal article

Source Publication

Library Management

Publication Date

1-1-2006

Volume

27

Issue

6/7

First Page

411

Last Page

422

Keywords

Information services, Libraries, Marketing strategy, Students, Universities

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.

DOI

10.1108/01435120610702404

Print ISSN

01435124

Publisher Statement

Copyright © Emerald Group Publishing Limited. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Mi, J., & Nesta, F. (2006). Marketing library services to the net generation. Library Management, 27(6/7), 411-422. doi: 10.1108/01435120610702404

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