Marketing for the Records Manager Available to Purchase

Records management is a nascent discipline encompassing those who do not recognise themselves as records managers, a diversity of information managers and archivists and an increasing number of professional organisations, including the International Records Management Council, the International Council on Archives, the Association of Records Managers and Administrators, the Institute of Certified Record Managers and the Records Management Society of Great Britain. This paper aims to show that the Records Manager can define and exploit a positive role within the organisation through the use of marketing concepts and techniques. The elements of a marketing plan are discussed and marketing strategies relevant to Records Managers are defined. The fundamental role and formidable potential of the Records Manager is underscored throughout.