Marketing Library and Information Services The Strengths and Weaknesses of a Marketing Approach
Abstract
Discusses how marketing principles and techniques can be of considerable value both in the design and operation of library and information services. Stresses, however, that information services have different characteristics which, at the same time, warn against injudicious use of marketing techniques. Examines the benefits that would accrue to libraries adopting a more user‐oriented policy – advocating further exploration into the context of information need. Contends that, in contrast to much standard marketing theory, in this field user expectations have considerable influence on the end product.
Keywords
Citation
Oldman, C. (1977), "Marketing Library and Information Services The Strengths and Weaknesses of a Marketing Approach", European Journal of Marketing, Vol. 11 No. 6, pp. 460-474. https://doi.org/10.1108/EUM0000000005028
Publisher
:MCB UP Ltd
Copyright © 1977, MCB UP Limited