The virtual library ‐ a market perspective

Considers macro‐level strategic marketing management issues facing the library and information industry as technology brings the potential for change. Suggests that, in a competitive and changing information environment, libraries wishing to use the virtual library opportunity may need to evaluate their target audiences and position themselves appropriately. Explains how, by creating in the minds of clients and funders the same perceptions and expectations as they have of themselves, they may establish a clear identity and brand role. Points out that, in a world where information content and accessibility are increasing exponentially, libraries hold a key brand differentiator with which to secure positioning: information expertise.