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Marketing library services to the Net Generation

Jia Mi (The College of New Jersey, Ewing, New Jersey, USA)
Frederick Nesta (Lingnan University, Hong Kong, SAR China)

Library Management

ISSN: 0143-5124

Article publication date: 1 July 2006

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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

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