Marketing Library and Information Services

Authored by: Dinesh K. Gupta , Réjean Savard

Encyclopedia of Library and Information Science, Fourth Edition

Print publication date:  November  2017
Online publication date:  November  2017

Print ISBN: 9781466552593
eBook ISBN: 9781315116143
Adobe ISBN:


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After introductory remarks on the definition of marketing, the evolution of library and information services (LIS) marketing is explained. The authors then describe how marketing was applied to LIS over the years. Marketing is also related to other concepts used in the management of LIS. Finally the role of professional associations in diffusing marketing theory is portrayed and the importance of education addressed. The entry ends with a reflection on the future of marketing for LIS.

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