The Marketing of Academic, National and Public Libraries Worldwide

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With constant competition from other information providers and increased scrutiny from stakeholders, librarians need to constantly tell their stakeholders and communities that libraries are not just warehouses of traditional printed books, but rather, a great choice for fulfilling their information needs, recreational interests, as well as intellectual pursuits. Despite of its importance, marketing is frequently not given enough attention in the library professional community. Furthermore, marketing could be a daunting process for many librarians. Given the large body of Library and Information Science (LIS) literature available, there are relatively few studies that focus on the librarians who have played important roles in the marketing, branding, and community engagement processes. As designers and executors of the marketing/branding programmes and activities, librarians' attitudes, perceptions, professional skills, and competencies can affect the efficiency and achievements of marketing practice in the library organisation. Furthermore, different internal and external factors affecting the marketing and brand building of libraries have not been well researched in the analysed. Finally, old brand values, which might emphaise the physical places and collections, may not be a faithful reflection of how libraries are operating today, and more importantly, what the future can be for them (Singh, 2004).