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This paper discusses the important variables involved in marketing the products and services of academic libraries. The importance of the quality of service and a focus on the customer is emphasised. Though inadequate funding may affect delivery of services, the academic librarian should be motivated by this challenge to plan and implement a marketing strategy to ensure heavy patronage. Heavy use determines the worth and survival of the library in the face of stiff competition from new and aggressive entrants into the information marketplace.
Published Online: 2007-12-10
Published in Print: 2000-December
© 2000 by K. G. Saur Verlag GmbH & Co KG, Federal Republic of Germany
