| Summary: | Rapid changes in the economic and world order have made it imperative for university libraries to make a paradigm shift from prestige collection building to a marketing philosophy as their strategic directive. This philosophy would direct university libraries towards decision making around customers' real needs and preferences, aligning organisational competencies and processes with these needs, resulting in more effective service delivery.
Changes in the world order, economics and marketing as a philosophy are presented on a time line, revealing the influence developments in technology and the Internet have brought about. Various views on the influence of these changes in the world order are presented.
Marketing in service organisations is encapsulated in a service marketing triangle. Competitive advantage for the university library should be achieved if the internal processes of the library are analysed in the context of a value chain. A proposed marketing model has been presented to direct strategic thinking in the university library. === Information Science === M. Inf.
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