Marketing strategies for academic libraries in the 21st century

Abstract

The emerging technology in libraries, explosion of electronic resources and search engines are creating many challenges for libraries as well as librarians. A relevancy of the library is being questioned by users while commercial search engines are increasing in use by library patrons. This article focuses on how the library should market its facilities and resources to the new generation of libraries in the 21st century. It is an important for academic libraries how to formulate a marketing plan while many librarians do not understand themselves as marketers, although marketing is a crucial role of librarians. This paper explores the idea of marketing that is a vital component for libraries, and includes some suggestions of marketing strategies proposed to remind librarians, and information professionals.