Patrick Lo and David Baker have brought the world of marketing to the center ground of libraries in their book The Marketing of Academic, National and Public Libraries Worldwide: Marketing, Branding, Community Engagement. Published by Chandos-Elsevier its sheer size and substance is indicative of how far the language, culture, and operations of marketing have taken root in the library sector worldwide and is in the minds of those who lead important libraries. Lo and Baker have captured an immense amount of information to fill a significant gap in the literature. Far from being a dirty word, the ‘marketing’ of libraries is clearly necessary, essential, desirable, perhaps uncomfortable at times, and quite fascinating.
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Lucy Ellis (2024) studied this question.