Application of the Marketing Concept in Academic Information Centres

Market your academic information centre for global impact. Academic information services can not be adequately done in walled-format in this information, knowledge and digital environment. Therefore, the marketing concept can be adopted and utilized by future-looking academic librarians to do so. Also, the principle of embedded librarianship necessitates the imperativeness of welcoming this modern marketing philosophy in order to be at breast with changing information seeking attitude of users. The marketing concept, essentially, demands that professional academic librarians should no longer see their patrons as mere users but customers. Consequently, design of academic information services must be based on users' insights which the marketing concept provides.