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Marketing library services to the Net Generation

Marketing library services to the Net Generation 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Management Emerald Publishing

Marketing library services to the Net Generation

Library Management , Volume 27 (6/7): 12 – Jul 1, 2006

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References (38)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0143-5124
DOI
10.1108/01435120610702404
Publisher site
See Article on Publisher Site

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 understanding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.

Journal

Library ManagementEmerald Publishing

Published: Jul 1, 2006

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

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