Marketing library services to the Net Generation

Abstract

Purpose This paper aims to examine the role of marketing to new generations of library users. Design/methodology/approach The paper reviews classical marketing texts and current user studies for applicability to library service. Findings The paper finds that libraries can apply classic marketing principles to attract and better serve new generations of users. Although libraries no longer have a monopoly on information sources, libraries do offer value‐added services. Originality/value By understanding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.