CUSTOMER-ORIENTED MARKETING: A SUSTAINABLE DEVELOPMENT FOR PLATFORM LIBRARY SERVICES

Abstract

Access to information is a fundamental human right that can break the cycle of poverty and support sustainable development. The coming into being of the libraries is to serve people of the community. With the advent of the Internet, there seems to be a gap between the librarians and the 21st century library users. Nevertheless, this gap can be bridged if the librarian can take the new marketing strategy called customer-oriented marketing that focuses on identifying customers' needs and taking the library to the door step of their numerous users. This article focused on how customer-oriented marketing can be done in the library settings, impact of customer-oriented marketing strategy on library products and services, qualities of a customer-oriented librarian, and difficulties to marketing library and information services. The study concluded that librarians should proactively adopt customer-oriented marketing in order to promote and sustain the library products and services.