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Briefly considers the concept of marketing and outlines the characteristics of marketing management. Discusses marketing for non‐profit organizations and indicates the use of marketing techniques for libraries and information centres. Also indicates methods of applying marketing techniques to library and information centres.

The implications of the Single European Market for libraries and information services are considered with some examples of what is being done. After a general introduction to 1992, the Plan of Action for Libraries in the EC is considered and the library implications of the five Action Lines. The roles of European Documentation Centres, EC Depository Libraries, European Reference Centres; Euro Information Centres and online databases are considered, together with developments in co‐operation and also the human implications.

The present paper reflects the gradual change in the need and use of the marketing concepts in libraries and information centres (LICs) and its fruitful effects in the service to the library users, and studies marketing of information products/services in LICs of R&D institutions of Council of Scientific & Industrial Research (CSIR) of India. The paper discusses the role of these LICs including marketing approach, need and application of a marketing program with the help of a survey. For the survey, data were collected through a detailed mailed questionnaire along with interviews. The findings reveal that librarians have a positive attitude towards the different aspects of marketing of a library's information products/services. The study recommends that currently efforts for increasing user‐awareness and separate financial support are requisite for efficient marketing. Instead of scattered approaches and different styles, a coherent view must be taken.

A study of selected information providing institutions, in particular special libraries, in Gaborone, Botswana, reveals that a majority are in favour of marketing their services to their users. In practice, very few libraries undertake formal marketing planning and prepare marketing plans. Marketing was therefore unplanned. Promotion is the most commonly used element of the marketing mix. However, library marketing can no longer be confined to this one element. The whole range of marketing activities is needed for the effective management of special libraries. It is only through planning, as advocated by the Kotler‐Andreasen‐Keiser approach, that marketing will cease to be equated with promotion and take on its full potential as a vital management tool.

Marketing is an important component of libraries and other information centres. In the past, few approaches where used for marketing library collections and services. However, the use of social media tools in marketing library collection and services have over the past many years promise to be an important channel for marketing library collections and services. The purpose of this chapter therefore is to dig answers on the challenges and opportunities of using social media technologies in marketing library services and collections in 21st century environment. The chapter start with a snapshot overview of the importance of marketing library services and collection, highlight social media tools that can be used for marketing library collection and services. In addition, the chapter examines and presents the challenges facing libraries and other information centres in marketing the collection and services in 21st century environment. The methodology that will be used for this chapter is literature review comprising of journal articles, books, conference papers and newspapers articles.

Some libraries and information services are quite definitely user‐centred; some think they are but are not always; some seem to be designed for librarians rather than users. The purpose of this monograph is to encourage the development of libraries to meet the perceived needs of users — I hope it will be found useful by librarians and information workers as well as by students.

In this article, I have traced the literature of marketing libraries and information services from 1970 to the present. This period immediately follows Kotler and Levy's introductory article in the Journal of Marketing (January 1969) which first suggested the idea of marketing nonprofit organizations. The use of the marketing concept for libraries and information services was an idea which did not appear until after that date. However, many articles on specific aspects of marketing, such as publicity and public relations, were published prior to 1970. These areas have been touched upon only briefly to show their connection with marketing.

In the spring of 1982, I published an article in Reference Services Review on marketing libraries and information services. The article covered available literature on that topic from 1970 through part of 1981, the time period immediately following Kotler and Levy's significant and frequently cited article in the January 1969 issue of the Journal of Marketing, which was first to suggest the idea of marketing nonprofit organizations. The article published here is intended to update the earlier work in RSR and will cover the literature of marketing public, academic, special, and school libraries from 1982 to the present.

The purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.

The paper utilises literature surveys of currently published articles and the researcher's professional experience.

Marketing is a basic and essential management process for promoting information products and services in university libraries in Kenya, but it is not given the attention it deserves and/or is poorly coordinated. Marketing avails university libraries the unique opportunity to provide quality, and demand‐based and user‐oriented information products and services.

The paper used mainly literature surveys of currently published articles and the researcher's professional experience.

The paper offers reasons, strategies or initiatives and recommendations on how to make university libraries the destination for the user population. In this respect, university libraries should be proactively involved in marketing of information products and services to the user population.

University libraries in Kenya should involve themselves actively in marketing and promotion of information products and services to the information audience. This helps to create awareness among the user population leading to increased use of information products and services in the libraries.

The paper highlights various marketing initiatives of making university libraries in Kenya the destination for the user population. Also, the paper explores recent innovative strategies for marketing information products and services. Marketing helps university libraries to: market and promote information products and services, provide innovative products and services, understand the needs and demands of the information audience or user population, plan service provision, and provide efficient and effective information products and services.

This monograph presents an outline of traditional management functions: strategic planning, human resource management, financial management, marketing, operations management, technological innovation management and the management of change. In separate chapters, each of these functions is first set out in general terms with emphasis on tested key issues, techniques, and the different aspects of the managerial role. Each chapter then analyses the function specifically in terms of the changing nature of librarianship and information services. It is suggested that librarians should be adopting a higher management profile and, with experience of IT coupled with traditional skills in selecting and organising information, that they are well placed for initiating as well as responding to change.