Strategies for Marketing and Repackaging Information for Clientele: An Exploratory Study

Abstract

This paper examines strategies for marketing and rebranding information for library users. Its main goal is to identify the key features and types of information repackaging services and products available in libraries. The paper highlights the importance of adopting marketing techniques to improve the efficiency and effectiveness of academic library services by offering desirable, valuable products that attract more users. It also discusses the benefits of marketing in library operations, especially advertising and revenue growth. Libraries' primary aim is user satisfaction, which marketing can help promote. Repackaging information enhances library services, especially in the digital age, by selecting, analysing, and presenting information clearly and effectively for a specific audience. This approach can elevate the public image of academic libraries as centres of knowledge. The study suggests that libraries can play a leading role in developing and distributing IR products and may serve as models for other research institutions to develop and improve their IR services.