Considers the important role played by marketing in the work of library and information science (LIS) professionals and draws parallels between the concepts of satisfying customer needs inherent in both. Illustrates the argument with particular reference to a review analysis of seven representative marketing textbooks, chosen for their being well established and in at least their second edition. Identifies the most topical issues covered by each book and points to the differences in emphasis between them. Concludes that the advent of the global business world and associated global marketing, supported by powerful communication technologies, will be bound to pull together the LIS and marketing professions.
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References
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Baker, M. J. (1991) Marketing: an introductory text. 5th ed.London: Macmillan
2.
Baker, M. (ed) (1995) Marketing: theory and practice. 3rd ed.London: Macmillan
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Bateson, J. E. G. (1995) Managing services marketing: text and readings. 3rd ed.Fort Worth, London: Dryden Press
