Marketing of library services in india anil mishraPresentation Transcript
MARKETING OF LIBRARY SERVICES IN INDIA Anil Kumar Mishra LIO, NCHRC, NIHFW New Delhi
WHAT IS MARKETING
A Business Function
……………. and many things more
MEANING OF MARKETING
Marketing is the performance of business activities that direct the flow of goods and services from the producer to the consumer.
Marketing originates with the recognition of a consumer need and terminates with the satisfaction of that need by the delivery of a usable product at the right time, at the right place and at the right price.
Marketing is a viewpoint, which looks at the entire business process as a highly integrated effort to discover, create, arouse and satisfy consumer needs.
Marketing is so basic that it cannot be considered as just one of the functions of business. It is actually the whole business. It is the whole business seen from the point of view of the customer.
Why we librarians need to study the meaning and process of marketing?
What is the connection between library and marketing?
What can be marketed in library?
We are not selling anything.
Who are the customers?
. . . . . Confused Let us discuss it in more details:
MARKETING v/s LIBRARY The term ‘Marketing’ purely relates to promotion for profit and in particular for money. As far as libraries are concerned, they are non-profit organizations. When we talk about marketing in Library, we treat the services of libraries as the product or business and users of the library as consumers and customers. The main difference in business marketing and marketing of library services is that in library we are not doing it for any profit or to earn money, the main focus is on to increase the usage of the services, and in business marketing the main focus is on to get profit in form of money through marketing.
WHY MARKETING IS REQUIRED TO PROMOTE LIBRARY SERVICES? With the advent of Information communication technology (ICT), the approach and demand of the users has suddenly changed. Now-a-days users of library are showing a very mature approach. With the advent of internet, any user can’t wait for long to access to any information Institutes/Universities are paying huge amount on subscribing to many electronic resources. In India, the user is not very much aware about the services offered by the library . To bring the attention of government agencies towards the library. To increase the reputation and status of library professionals.
Dr. Rangnathan's Vision Dr. S.R.Rangnathan, the father of library science in India, was a thinker with future vision. He has observed this need of marketing of library service, years before. The five fundamental categories developed by Dr.Rangnathan is the finest example of marketing of library services . In his five laws, we will find the complete put of marketing. In his every law he is trying to focus on the increase the usage of library resources. His five laws are as under: Books are for use Every Book has it’s reader Every Reader has it’s Book Save the time of the Reader Library is a growing Organism Try to focus on the meaning of all the laws, you will find marketing in every law.
MARKETING OF LIBRARY SERVICES IN SOME FOREIGN COUNTRIES In Europe, all countries are taking serious steps to promote library services among users. In Spain, the Ministry of Education in 1970’s developed campaigns to promote reading. These campaigns used attractive slogans like, “If you read, they read” (They refers to the example parents can give to their children) and “Live by reading” (This campaign refers to the reading in daily practice, necessary in all aspects of life).
MARKETING OF LIBRARY SERVICES IN SOME FOREIGN COUNTRIES In Australia the Australian Library and Information Association [ALIA] is the professional organization for the Australian library and information services sector. It seeks to empower the profession in the development, promotion and delivery of quality library and information services to the nation, through leadership, advocacy and mutual support. The ALIA has planned to celebrate the Valentine’s Day of 2011 as Library Lovers Day - 14th February 2011. ALIA said, “For centuries February 14 has been known as Valentine's Day, a time beloved of romantics. Now a new era has begun with Library Lovers everywhere claiming the day for the objects of their special affection – Australian libraries.”
MARKETING OF LIBRARY SERVICES IN SOME FOREIGN COUNTRIES In America, the American Library Association (ALA) is working for promotion of Library services. The ALA Constitution states the purpose of ALA as, “The object of the American Library Association shall be to promote library service and librarianship.” The stated mission is, “To provide leadership for the development, promotion, and improvement of library and information services and the profession of librarianship in order to enhance learning and ensure access to information for all.”
INDIA’S STATUS IN MARKETING OF LIBRARY SERVICES Presently, many libraries in India are providing free internet access to its users. Many libraries have created their website for providing detailed information about the library. Libraries are always trying to give almost all modern facilities to its users like printing and scanning of documents, photocopy of documents, access to e-journals, e-books etc. Even promotional campaigns are not more in numbers, the use of libraries in increasing in last couple of years. This is due to the fact that the levels of service offered by the libraries are improving and the internet was used to be an instrument to promote libraries.
SOME METHODS OF MARKETING OF LIBRARY SERVICES Internet Creation of websites Organizing library weeks/ book fairs Seminars/conferences/workshops Promotional campaigns Library brochure Inter library loan (ILL) By organizing competitions Conduct of surveys More public libraries should be opened
SOME MORE SUGGESTIONS The working of libraries should be user friendly. There should be one reference desk in the library to solve the queries of the visitors. Every library should maintain one visitor book in the library, in which the visitor should write the remarks about the library and its services. There should be one suggestion box in every library. If libraries try to follow all these methods systematically, the usage of library will surely increase.
CONCLUSION Marketing of library services is much required, if we want people to come to library. Government has to play a very important role in this issue. It is the duty of every state to pass Library Acts and take the role of libraries seriously. Libraries are like a ‘temple of knowledge’ for the society. The library staff should be aware with all the latest techniques for providing all the modern service to users. More public libraries should be opened in the country to increase the reading habits of public and also make them intellectually competent.