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
Language
English
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
