Marketing library services to the Net Generation
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.
Keywords
Citation
Mi, J. and Nesta, F. (2006), "Marketing library services to the Net Generation", Library Management, Vol. 27 No. 6/7, pp. 411-422. https://doi.org/10.1108/01435120610702404
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited