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Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
Ppt.marketing of library and information services
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Ppt.marketing of library and information services

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About Marketing of library/information services; how to popularize your library; advocacy of library in www world; challenges to libraries in internet era

About Marketing of library/information services; how to popularize your library; advocacy of library in www world; challenges to libraries in internet era

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  • 1. MARKETING OF LIBRARY AND INFORMATION SERVICES PARDEEP RATTAN RUPINDER SINGH LIBRARIAN LIBRARIAN GOVT. COLLEGE, PHASE VI MUSAFIR MEMORIAL CENTRAL STATE LIBRARY, PATIALA (Pb) SAHIBZADA AJIT SINGH NAGAR (Pb.) rupinderashta@gmail.com pr2740@gmail.com 1
  • 2. LIBRARIES…  The treasure of organised information on clay tablets, papyrus, copper sheets, cloth and paper for past civilizations and which shall always act as a permanent source of information assimilation and dissemination for the present and future civilizations 2
  • 3. Libraries… The ‘USER CENTRIC’ libraries Growth & Packaging of Information in Newer Formats based on Information and Communication Technology (ICT). 3
  • 4. ICT… The internet and WWW have forced the libraries world-over to adopt the marketing techniques for the promotion of their products and services. 4
  • 5. MARKETING… Marketing helps an organisation to manage itself efficiently AND effectively ...... by identifying, anticipating and supplying the customer his/her wish-list. Marketing involves  human and personal relationships,  soft and effective communications,  strategy,  planning and  proper pricing. 5
  • 6. MARKETING FOR FREE FLOW OF INFORMATION Information forms the very basis of decision making and the required information most of the times is diverse and diffused and MARKETING facilitates the free flow of information taking into account:  Communication  Document creation  Storage and retrieval  Internal and external databases  Information analysis  Information dissemination  Publications 6
  • 7. The concept of 4Ps and 4Cs Design of 4 Ps and 4 Cs • + Product: Customer Needs • + Price: Cost to User • + Place: Convenience for User • + Promotion: Communication to target Audience After designing the information products the next step is the marketing of those information products. 7
  • 8. MARKETING…adds to the value of the document 8
  • 9. Marketing of Information Marketing in simpler terms means popularising the information products and services that a library has to offer to its users. It also involves the exchange of information from a library with the library users and sister organisations 9
  • 10. MARKETING DEFINED Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.”.The managerial aspect of marketing is “the art of selling products”. Philip Kotler ….Contd. 10
  • 11. MARKETING DEFINED Marketing is a stance and an attitude that focuses on meeting the needs of users. Marketing is a means of ensuring that libraries, librarians and librarianship are integrated into both today’s and tomorrow’s emerging global culture. Marketing is not separate from good practice. It is a good practice. Kumar 11
  • 12. In Information context... While marketing the information product and services the organisations have to –  Monitor the needs of users and non-users,  Identify the needs of its users and synchronise its service products with them to satisfy the end user,  Communication of its products to the users,  Feedback of its services from users to ascertain the satisfaction of the users AND to plan for future. 12
  • 13. COMMON ATTRIBUTES OF MARKETING  Organisational Function  Carefully formulated policies  Organisational objectives  Customer centric  In line with need and want of the customer  Customer satisfaction  Benefit to all stakeholders 13
  • 14. METRICES OF MARKETING 14
  • 15. Barriers / Challenges to Market the Information Services  Funds and Personal Attitude  Training  Variety  Lack and Education in Products and Clientele of Perception  Casual Approach 15
  • 16. THE IMPACT FACTORS OF MARKETING  ORGANISATIONAL FACTORS  OPERATING FACTORS Management Library Users Suppliers Competitors Employee Unions  ENVIRONMENTAL FACTORS Social & Political changes Educational policies Technologies Finances & Budget 16
  • 17. PROMOTIONAL MEDIA  Promotion : Informing the users what you do, what you can do, what you have, what you can have, how to reach at the products and make use of information sources (in-house and external). It is the methodology of achieving the objectives in the organisation.  Communication Skills : user to user/ personal attention Newsletters , bulletins, publications, leaflets Exhibitions, Posters, Displays, Demonstrations, Library tours, Library competitions SMS / E Mail Social Networking Sites to Scientific Networking Sites Library website Library Portal Web-blogs        17
  • 18. SUMMING UP… The ever changing landscape of libraries in terms of  needs of the library users, nature and packaging of information documents, advances in information technology , AND The challenges posed by internet, scarcity of funds, vast expanse of ICT based infrastructure & applications and corporate competitions The objectives of any library can be achieved by implementing the modern marketing strategies based on following five elements –      Products AND Users, communication, distribution, staff (attitude & training) and price. 18
  • 19. THANK YOU ONE AND ALL ! 19

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