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Marketing of information services & products


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  • 1. MARKETING OFINFORMATION SERVICES & PRODUCTS Presented by, Vishnumaya, R.S MLISc , 3rd Semester Roll No. : 19
  • 2. INTRODUCTION• Marketing is an exchange relationship: a process providing mutual benefit to both parties in the transaction.• It is an evolving process, one that is influenced by definitions, perceptions, environmental & cultural conditions & trends.• In the past, the concept of “selling” defined marketing; this has now changed dramatically.
  • 3. DEFINITION• Marketing is a ‘social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others’. - Philip Kotler• “Marketing is planning that focuses on products, place or mode of delivery, adjustment of cost / price to the market, and promotion to specifically targeted segments of the special librarian’s market”. - Zachert & Williams
  • 4. • “Marketing is the management process responsible for identifying, anticipating & satisfying customer requirements efficiently & profitably”. - The UK’s Chartered Institute of Marketing• “Marketing is a stance & an attitude that focuses on meeting the needs of users. Marketing is a means of ensuring that libraries, librarians, & librarianship are integrated into both today’s & tomorrow’s emerging global culture. Marketing is not separate from good practice. It is good practice”. - Smith
  • 5. NEED OF MARKETING IN LIBRARIES & INFORMATION CENTRES• Marketing can help managers of LICs in achieving their objectives of improving access to their clients & reaching financial self- sufficiency.• Marketing means a sufficient change in the traditional attitude of librarians towards acquisition, organization, processing, storage, retrieval & reproduction of information.
  • 6. • The exorbitant cost of IT on the one hand & decreasing library budget on the other hand forced libraries to charge some price towards their services.• The concept of marketing is relatively a new area to library.• The basic aim is to create the demand & interest among readers to use the library resources & services.
  • 7. • This made a no. of libraries & ICs to establish marketing divisions to with view to sell their information products & services on price to the users in print & electronic media.• Bushing explains: Marketing offers both a theory & a process by which libraries can link products, results, & roles. Marketing can assist libraries in determining their future & in identifying quality products, services, programs, and materials.
  • 8. A marketing audit & resulting plan can contribute to a library’s ability to find a niche in the present as well as in the future & to fill that niche by an optimal allocation of resources.A marketing orientation can assist libraries in defining their role & in guaranteeing their future.
  • 9. Marketing provides a theoretical framework within which to address the specific library & information science questions facing public, school, & academic libraries in both the public & private sectors.
  • 10. Dr.S.R. RANGANATHAN’S CONCEPT OF FIVE LAWS OF LIBRARY SCIENCE• 1st law : ‘Books are for use’ (maximize the use of books).• 2nd law : ‘Every reader his book’ (Reader is the prime factor & his / her need must be satisfied).• 3rd law : ‘Every books its reader’ (Find a reader for every book).
  • 11. • 4th law : ‘Save the time of the reader’ (Organize information in such a way that the reader finds the wanted information promptly).• 5th law : ‘The library is a growing organism’ (Emphasis is on comprehensive & evolutionary growth).
  • 12. BENEFITS OF LIBRARY MARKETINGA well developed library marketing programmewill bring the following benefits :Improved satisfaction of the users.Extension of services to potential users &there by enlargement of the customer circle.Efficient of marketing resources.Improved resource attraction to theorganization.
  • 13. MARKETING TOOLKITMarketing is largely about shifting from aproduct and service orientation (the offering)to a customer and need orientation (thebenefit).
  • 14. • The key concepts in marketing are: »SWOT analysis »Market research (Market profiling) »Segmentation »Positioning »Product life cycle »The marketing mix
  • 15. SWOT AnalysisSWOT analysis is essentially a marketing planning tool, but it is the most widely used tool in strategic planning.It involves identifying the organization’s Strengths and Weaknesses in relation to the market place and the Opportunities and Threats presented by anticipated environmental trends.
  • 16. Market research• Marketing research is a “systematic, gathering, recording & analysis of data about the problems related to the marketing of goods & services”. –American Marketing Association
  • 17. • Market profiling is an important activity in marketing research, which is done to obtain marketing information.• It should consider: – User affordability – Extent of use – Relevance of the service to users – Repeat customers – User preferences – Staffing
  • 18. Market segmentation• Dividing the large heterogeneous market into smaller submarkets (segments) of homogeneous nature.• Involves the identification of the users (target groups) & their needs assessment.
  • 19. • Common bases for segmentation are: »Geographic »Demographic »Psychographic »Behavioural
  • 20. Positioning• Positioning is normally considered at the end of the segmentation process.• This involves deciding where to place the product or service in terms of dimensions such as grade/level and price and value.
  • 21. Product life cycle• Similar to biological life cycle.• It assumes 4 stages: –Introduction –Growth –Maturity & Saturation –Decline
  • 22. Marketing mix• A typical marketing mix constitutes 4 Ps: Product – whatever the user needs Price – price of the product Place – physical distribution Promotion - publicity
  • 23. THE FOUR Ps
  • 24. Marketing mix - additions• Valerie Zeithaml and Mary Jo Bimer list 7Ps, add another three dimensions.1) People – stakeholders2) Physical evidence – environment, ambience, tidiness, furniture, fittings3) Process – flow of activities, simplicity, flexibility, decentralization
  • 25. CONCLUSION• More basic reason for studying marketing is that marketing is vital for economic growth & development for bright future.• Marketing stimulates research & innovation resulting in new products, which if found attractive by customers, can always lead to fuller employment, increased income & a higher standard of living.
  • 26. REFERENCES• Weingand, Darlene. E. (1999). Marketing/ planning library & information services. (2nd ed.). Englewood: Libraries Unlimited, Inc.• Jain, Abhinandan. K. (1999). Marketing information products & services: A primer for librarians and information professionals. New Delhi: Tata Mcgraw- Hill Publishing Company Ltd.
  • 27. • Kotler, Philip. (2003).Marketing management. Singapore: Pearson Education Inc.• Chandraiah, I. (2009). Introduction to marketing of library & information services. New Delhi: Manglam Publications.• Seetharama, S. (1990). Guidelines for planning of libraries and information centres. Calcutta: IASLIC.