Abstract
Purpose
 The paper looks at the assumption that the captive audience of students and faculty lessens the need to market the academic library. The paper highlights the challenges experienced by academic libraries and discusses the vital importance of focusing library marketing and services on the needs of the clients rather than the needs of the library itself.
 
 Findings
 Academic libraries are affected by many of the same issues found in public and special libraries, particularly changing information access and distribution models and budget restrictions, resulting in the need to market library services to clients. Academic libraries need to ensure that library marketing focuses on client needs.
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