Although the personality traits of archivists make them resistant to adopting marketing strategies, changes in the archival environment and information require that reference archivists understand and use concepts of marketing to advance archival services. Discusses changes in archival service, concepts of marketing: customer-orientation,…

Libraries need to take a new approach to community relations and marketing to respond to demographic changes and users who need new competencies to compete in the job market. Highlights include improving access; collection development; programs and services; staff development and recruitment; funding; and evaluation of effectiveness of services.…