Marketing Information Products and Services in the Digital Age in the Academic Library Environment

Abstract

Library and information centers have begun to realize that by using marketing principles and techniques, they can understand better their users' needs, justify finding, communicate more effectively with a variety of internal and external audiences, and achieve greater efficiency and result in delivering product and services that meet the identified needs of their client. In contemporary society, people can now easily access information and information-bearing resources on the go if they relate to their laptops, smartphones, iPad, etc. Even though users can have access to information via the internet and other technology, the fact remains that the place of the library in society cannot be put aside. As such, librarians are now dwelling in a highly competitive world of marketing.