In the past, libraries and information centers have often been considered as conservative non-profit-making organizations with traditional values. However, this outlook seems to be transforming. If libraries are to "survive" or to "thrive," the complete spectrum of marketing approaches becomes essential. This book has been structured to cover all aspects of the marketing of libraries and information centers. It focuses on marketing concepts, market research and segmentation, mix components (product, price, place/distribution), and communication (public relations, advertising, and promotion). [Subject: Library Science, Business]