My recent paper 'Marketing Library and Information Services'in joint authorship with Professor Rejean Savard of University of Montreal (Canada) appears in Encyclopedia of Library and Information Science, 3rd ed. published by Taylor & Francis.
In the paper, 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 (Abstract)
