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.