Abstract
From the beginning of reference service in archives, the job has been defined as pointing users to potentially useful sources. Changes in the archival environment and in information require that the reference archivist become a front-line marketer of archives. This in turn requires that the reference archivist understand and utilize the concepts of marketing-customer-centered, exchange, and product-which are discussed in this article. Personality traits of archivists mitigate in favor of and against archivists' adoption of marketing as a strategy for advancing the archival service to society, but the reference archivist must use character strengths to overcome the weaknesses.
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