This paper aims to examine the role of marketing to new generations of library users.
The paper reviews classical marketing texts and current user studies for applicability to library service.
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.
By understanding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.
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