Marketing in the Library & Information Context

Abstract

The paper justifies the absorption of marketing approaches in the information context as a means to help the libraries and information centres (LICs) achieve their basic objective of providing right information to the right user at the right time and at a right cost. It also advocates that by bringing in marketing orientation in the LICs, librarians and information managers (LIMs) will ensure: (i) increased information awareness or consciousness among their clientele; (ii) optimal utility of the rich learning resources base of their LICs; and (iii) sustained development of their LICs, through revenue generation.

http://dx.doi.org/10.14429/dbit.18.3.3394