Managers have traditionally devoted most of their time to the management of money, materials, machines and men, information coming a very ppor last, if at all, as Kotler said in 1984 (187). Information in the 21st century is now recognized as commodity to be valued in all spheres. Are we then looking at a world in which the librarian and information professional can at last truly play an influential part? What is the role of the librarian in a free society? How powerful and influential could the person be who has control of society’s knowledge (Elliot de Saez, 1993, 3)? In all spheres, information professionals and librarians can be key players. But it will be their ability to market themselves that will make the difference.
De Saez, E. (2002). Marketing concepts for libraries and information services. London : Facet Publishing.