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Researchers rely on information - so that they do not repeat what has already been researched and so that they could continuously build and expand the body of knowledge that ensures progress.
Library and Information Service(LIS) professionals have served as intermediaries in the process of finding and disseminating existing information for a very long time.
That role is, mainly due to technology and the products that make use of technology, rapidly and continuously changing.
LIS professionals therefore have to ensure that they truly add value to the research process and when they become aware of the fact that their services and products are not being used, the matter needs investigation.
This study covers some of the issues relating to marketing tools and strategies that can be used to attract non-users of LIS and the associated products.
Ms Shamila Ramjawan has completed her Masters in Business Administration (MBA) from the University of South Africa.
She has been in the marketing arena for the past 15 years and is an expert in her field.Presently, she is the Marketing Executive at Business Against Crime South Africa (BACSA).
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