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The Significance of Marketing in Library and Information Science
Abstract
The value of information as an intangible asset has become increasingly prominent in recent years, in spite of the challenges involved in the identification, measurement and financial valuation of intangibles. Information is a commodity and information service is the marketing of that commodity. This chapter highlighted the significance of marketing in library and information science. Concepts such as information science, marketing and marketing mix, marketing research, and significance of marketing were discussed. The chapter concluded that marketing of information services is important and recommended that it should be incorporated into the curricula of Library and Information Science Schools in Nigeria. It is hoped that information provided in this chapter will enable Librarians, lecturers and students of Library and Information Science to understand the value of marketing in the process of providing information services to customers.
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