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SUMMARY Electronic information represents a special marketing challenge for libraries. Because libraries must compete with the publicly available resources on the Web, they need to provide a succinct marketing rationale for library users to make the effort to use the library's electronic resources. They also need to be careful to maintain the library's credibility and library users' trust in the library by not over-promising on the capabilities of electronic resources, or prematurely forcing users into the electronic realm when print may better meet their needs. In marketing electronic resources it is helpful to adopt the techniques of “relationship marketing” and to be aware of typical new product adoption behavior and the effects of disruptive technologies. The most effective approach to marketing electronic resources is to involve the entire organization in a strategic program focused on becoming a “marketing aware” organization. |
