MARKETING - A REVIEW ARTICLE

Considers the important role played by marketing in the work of librar y and information science (LIS) professionals and draws parallels betw een the concepts of satisfying customer needs inherent in both. Illust rates the argument with particular reference to a review analysis of s even representative marketing textbooks, chosen for their being well e stablished and in at least their second edition. Identifies the most t opical issues covered by each book and points to the differences in em phasis between them. Concludes that the advent of the global business world and associated global marketing, supported by powerful communica tion technologies, will be bound to pull together the LIS and marketin g professions.