PRODUCT MARKETING A STRATEGIC STEP FOR LIBRARIES IN THE INFORMATION AGE
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
In the ever-evolving landscape of the Information Age, libraries find themselves at a pivotal crossroads. Traditionally, libraries have been seen as bastions of knowledge and repositories of books, offering a sanctuary for those seeking wisdom, information, and enlightenment. However, in today's digital era, libraries must adapt to new challenges and opportunities to remain relevant and fulfill their mission of serving the information needs of their communities.
One critical adaptation libraries must embrace is the concept of product marketing. While product marketing may seem like a term more suited to the corporate world, its principles hold immense potential for libraries seeking to thrive in the 21st century. This strategic shift toward product marketing can revolutionize how libraries connect with their patrons, deliver services, and remain vital in the digital age.
This essay explores the transformative role of product marketing in libraries. We will delve into the reasons behind this shift, the core principles of product marketing, and how libraries can strategically apply these principles to not only survive but thrive in the Information Age. In a world inundated with information, libraries must become proactive in marketing their services, resources, and expertise to stay relevant, attract new users, and maintain the trust of their existing patrons.
Libraries have a rich history dating back thousands of years, with their primary function traditionally being the collection, preservation, and dissemination of knowledge through printed materials. However, the dawn of the digital age has dramatically reshaped the role of libraries in society. The Internet, e-books, online databases, and other digital resources have become omnipresent, altering the way information is accessed and consumed
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