Marketing of Library and Information Services: A Strategic Perspective

Abstract

In today's knowledge economy, library and information services are viewed as saleable products. More importantly, libraries have started treating their users as ‘customers.’ The paper analyzes the need for marketing of library and information services (LIS). It discusses the strategic planning required for LIS marketing. This conceptual paper also attempts to analyze the extended marketing mix or ‘seven Ps’ in the context of LIS marketing.