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All libraries are concerned with customer satisfaction. A powerful philosophy to assist an organization towards customer satisfaction is the marketing concept. This involves identifying customer needs and requirements and then seeking to meet those needs. The traditional role of the librarian as a storekeeper is not consistent with the adoption of the marketing concept. In addition, the role of libraries as service providers in the public sector has not led to a focus on marketing. Reviews the basic concepts associated with the establishment and implementation of a marketing strategy, including the components of the marketing mix. Suggests that libraries would benefit from a more direct focus on the marketing concept, with clearly defined marketing strategies.

Marketing supports the reaching of organizational goals by focusing on the identification and satisfaction of customer needs, thus it can also contribute considerably in achieving the objectives of non‐profit organizations such as libraries. The purpose of this paper is to provide an overview of the literature on the incorporation of marketing notions and the implementation of marketing techniques in library management. It reviews definitions, present different opposing views, marketing issues, social media and Web 2.0 and opinions on the adoption of marketing in a non‐profit organization environment, and examines different successful examples of marketing implementation, concentrating on the gains resulting from such a move.

A thorough literature search on various databases and on various aspects of this topic was reviewed. The literature review is organised on emerging themes directly drawn from the literature, thematically and chronologically within each section. It aims to identify the changing perspectives, the current challenges, and the benefits offered by examining information science specialists' views. The main marketing concepts are identified throughout a strategic planning approach, which has been recommended as the most successful by the majority of researchers.

This paper examines and clarifies the existing misunderstandings and difficulties in library and information services marketing, and stresses the importance of its adoption in this contemporary competitive environment. It examines library marketing in six sections: misconceptions regarding library marketing, main challenges and reasons as to why the adoption of marketing concepts is an integral part of the strategic planning, reports on the international library organizations, provides a description of the implementation of strategic marketing and planning processes, presents some library marketing approaches and examines the contemporary technological opportunities for library marketing in the digital era, such as the use of Web 2.0 tools.

The paper broadens the library marketing literature by gathering researchers' scientific views and advice and identifies the main implementation concerns derived from the earlier and more recent relevant literature. Moreover, for the first time, IT records issues concerning library marketing, social media and Web 2.0.

Marketing concept is being widely used in all disciplines including library and Information Science domain for disseminating the services, resources and products to the target audiences. Thus, this study aims to define the marketing concept and how libraries can do marketing of their services, resources and products using marketing techniques and tools, such as 7Ps of the marketing mix. This study further pointed out the important internet resources available freely on the marketing of library services on the Internet which can be used by library and Information Science professionals with regard to getting the ideas how to market the library services and resources to the targeted users.

Marketing in libraries has been widely discussed in literature, but is often limited to either prescriptive writing on the application of marketing theory to libraries, or descriptions of marketing at individual libraries with little theoretical basis. The purpose of this paper is to investigate marketing to teens as practiced by public libraries, and to discover whether the application of marketing mix concepts to practice is a conscious decision by libraries.

Staff were interviewed at two large New Zealand public libraries to discover whether they considered marketing targeting theory and marketing mix concepts when marketing to teens.

It was found that while both libraries did some formal teen marketing, the majority of marketing was conducted more informally by individual branch libraries. Libraries struggled in particular with defining their teen users, and the marketing mix was dealt with in an ad hoc manner. Overall, library marketing was more tactical than strategic.

Library managers can review their development of marketing strategies for teens in the light of the findings described in this paper. A closer application of marketing concepts can help with the development of marketing plans.

The purpose of this paper is to determine the attitude of library professionals towards the concept of marketing and also how it is applied in practice to marketing of university library products and services.

For the purpose of the study, library search concerning the subject was made to examine the findings of earlier relevant studies. To collect the relevant data, a questionnaire was designed and distributed to the subjects under study. Interviews were also conducted with the librarians/professional staff to fill in any gaps in the questionnaire.

The librarians/professional staff have positive attitudes towards the marketing of library information services and products and admit that each library should have a mission statement and a full time professional to handle marketing‐related activities; but in practice, no library under study has its own logo, mission statement or a specifically designated personnel for marketing‐related activities.

The study explores the possibility of adopting marketing strategies in university libraries to provide value‐added, need‐based and user‐oriented services/products.

The purpose of this paper is to explore the value of marketing in academic libraries and how the marketing concept is applied in practice to marketing academic library services through the experiences of academic libraries across the USA.

The paper focuses on using marketing as a managerial tool to accomplish strategic organizational goals and objectives, discusses challenges and opportunities in academic library marketing, presents examples demonstrating innovative methods that academic libraries have used to market their images and services, and offers suggestions for developing marketing plans and strategies.

The paper finds that market research allows libraries to understand better the points of view of their student and faculty library users, as well as the perspectives of campus administrations and the community external to the college. The result is that the library is more successful in gaining visibility and support for its efforts, and library users are more successful in making the best use of the services available to them to meet their academic and research goals.

The paper offers practical solutions for academic libraries in the global community.

The paper aims to centre on marketing of library and information services and to attempt to correlate marketing as a concept to the provision of library services.

The user groups are identified with library classification in the paper. The paper also highlights library management in relation to marketing its services and products.

In view of the social, economic and technological changes, the paper advocates a paradigm shift from the traditional marketing system into a more vibrant and dynamic, strategic marketing of library services/products. The paper concludes that a major marketing campaign is necessary to increase awareness and educate the library users about available library resources. This crusade can be further strengthened by the provision of the right service at the right time and the right price to the right users in the right place while supported by a quality management team.

The paper provides useful information on the marketing of library and information services.

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.

Why are some libraries more market‐oriented than others? This paper seeks to answer this question by examining the pertinent issues underlying the marketing culture of Finnish research libraries and the library management's awareness of modern marketing theories and practices.

An integrated methodological approach of qualitative as well as quantitative methods was used to gain knowledge on the pertinent issues lying behind the marketing culture of research libraries. The directors and consumers of 33 academic and special libraries participated as respondents in the study.

Three kinds of marketing cultures were found: the strong (the high flyers); the medium (the brisk runners); and the weak (the slow walkers). These marketing cultures are explained by analyzing the libraries' marketing attitudes, knowledge, and behavior permeating their organizations.

The study shows the extent to which marketing attitudes, behavior, and knowledge are related. Moreover, the results indicate serious implications, not only in the Finnish context, but also for libraries in other cultural contexts as well.

The practical implication for libraries is that it pays to be market‐oriented, the ultimate result being higher customer satisfaction.

The contribution of the paper lies in the framework showing linkages between the critical components of the marketing culture of a library: antecedents, market orientation, facilitators and consequences.

This paper is the result of exploratory research forming part of ongoing study into the value and relevance of market orientation as a strategic option for library managers. The aim of the study is to define the concept of market orientation relative to the library sector.

A series of focus groups and field interviews were carried out in order to validate the established constructs of market orientation prevalent in the management literature. Focus groups were used to gather data from librarians working at different levels in two different sectors, health and arts. Interviews were carried out with library service managers in two other sectors, academic and public. Senior library policy makers were also interviewed. The object was to gain an indication of the breadth of opinion across sectors. The data were coded and analysed using a taxonomic map developed during the study.

Market orientation is a concept that library professionals see as being valuable. Library managers define market orientation in the same way as the concept is defined in the management literature. Their understanding of the concept is developing.

There are implications for further research. Methods used to measure market orientation in other domains are likely to be relevant for libraries.

Fostering an organisational culture that supports market orientation has implications for service management and development.

Research in market orientation in libraries is limited. This study provides the basis for research development into market orientation and its value for libraries.