Marketing information


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Marketing information

  1. 1.  Introduction  Objectives  Concept of marketing  Need for marketing  Information marketing  Need for library marketing of LIS products and services  Advantages of marketing of information  Basic steps for marketing of library services  Library products and services for marketing  Method used for marketing promotion  Challenges of marketing of library services  Conclusion  References:
  2. 2. A great deal has been is written about Marketing of Library Services and charging information services. There is still much in the library and information services field to the use of marketing approach to management. The information product and services are like customer product and services in many respects. According to Philip Kotler, Marketing as serious and systematic activities, concern with the effective management by an organization of its exchange relation with its various markets and public. Adam smith defined as “Marketing as a stance and an attitude that focuses on meeting the needs of the cliental Marketing is a process which helps manager to achieve self-sufficiency in their resources to provide optimum level lf services. Marketing of library product can be an important means for get rid of from the financial crises which the libraries facing ever since. It is also helps in improving the image and status of library. In the fast changing of society, marketing definitely brings some hopes and positive image of profession. it is a great opportunity for us to serve you with our quality information resources and services.
  3. 3. For the present study, the following objectives were made:  To know the important of the marketing library products and services  To know the key elements of the marketing management  Top explain the need, purpose, basic principles and marketing of information  To know the library marketing of LIS Product & Services  To provide the conclusions & suggestions for the development of library products and services in university libraries in the web environment.
  4. 4. The concept of marketing being applied to libraries and information centers add new dimension. The topic of marketing services and resources is much more relevant when the area of marketing itself is being redesigned to create and sustain more customers through createtive, anticipative and responsive style of marketing. Libraries also capable of offering their services and resources in a way that more users are able to access them with much ease and flexibility.
  5. 5. Marketing, as an important part of management, offers techniques that may be used for the purpose. It gives a necessary edge to understand the need of the information users and produce information product or service that meets the requirements satisfactorily. Marketing approach aims at determining the needs, wants, and demands of the target clients through designing and delivering appropriate products and or services, more effectively than competitors, so as to the organizational goals.
  6. 6. Libraries and information centers are basically serve 0 based set ups and cater to the information needs of the client they serve. In the fast changing trends, libraries and information centers are under pressure due to the factors like budget cut, manpower cut, increasing cost of books and magazines, availability of information products in different media and the ever changing users’ needs and tastes. Due to the significant changes like Information Revolution, Globalization, Privatization. Liberalization, even-rising social and economic expectations and using information for development, libraries and information managers are facing a four pronged challenge.
  7. 7.  Increase in clientele, their demands, and their expectations  Increase in the initial or capital cost of information and information Technology & the need to leverage the technology and find new levels of economics of scale to serve the increasing potentials clientele.  Drying Up of the public sponsorship and subsidy and the need to find alternate sources of revenue.  Complexity in ways of identifying clients and their requirements and servicing them.
  8. 8. The above four strategy elements referred to the marketing mix or six (6) P’s- People, Product, Price, Place, Promotion, and Process.  People: People are the staff who occupies the position in influencing customer’s perceptions of product quality because of the simultaneity of production in service the continuing education. In fact the service quality is inseparable from the quality service provider.  Product: Product means the satisfaction of the customer rather than a physical good. The product of the libraries is the things than can be offered to a market to satisfy the needs. These may range from books, periodicals, annual reports to electronic documents and other allied services from traditional ones like circulation, Inter library Loan, reference services to International Databases, on-Line Researches, CD-ROM searches.
  9. 9.  Price: Price is the marketing activity that determines the price of the product on the basis of costs as well as market factors such as distribution channels, strictures, competition, price, and ability of customers to pay and so on.  Place: Price represents the distribution channels that an organization utilizes to convey its own physical products/service to the end users. Place of service, based upon knowledge of the market of library, is essential in order to identify users and discrete information needs and wants.
  10. 10.   Promotion: The basic aim of library promotion is to select a technique that can encourage the receipt to respond either by buying or requesting further information or by filling the promotional material away for the use in the future. Promotion is essential by means of information to users what you do. The benefits for those who promote their library services include: increased usage, Increased value in the organization, education of users and changed perceptions. Process: Process mean procedures, mechanism and flow of activities by which a service is acquired. Process decision radically affect how a service is delivered to customers. The service in continuing education includes several process- First contact with customers, administrative procedures regarding course delivery preparation, delivery and evaluation of the courses. In libraries, new technology can be employed to provide better service at lower costs and high quality staff is to be recruited. The staff should be treated well and communicated clearly because their attitude and behavior are keys to service quality and diffraction.
  11. 11. The library products and services are very important in the digital era. Due to the following reasons which were discussed below:  Library Annual Budget is decreasing day- by-day.  Increasing the use of the information.  Rising prices of library materials.  Demand from the Specialists for Valuable, Current Information.  Information Explosion.  Introduction of New Information technology.  Information is power.  To elevation of the image and status of the university libraries and information centers and the profession.
  12. 12.  Information improves the quality of services to the users.  Improve  Library the professional role of the library. readers may get the information about the library products and services.  Library personnel also get more status from the users.  Manages the affairs of library more effectively.
  13. 13. There are nine steps for marketing of Library Services which was given below:  Competition for customers  Staff being taken granted  Visibility  Survival  Rising Expectations  Competition for resources  Valuable communication resources  Promotion and update image  Beneficial to library image
  14. 14. There are many types of library products are available in the library which are very essential to the readers for their need in many ways. A Library Product:  E-Journals & E- Books  Subject Bibliographies  Printed Library Catalogue  Back Volumes of Journals & Annual Reports  Electronic news letters  Book Reviews  Old question Papers  List of M.phil Dissertation & PhD Doctoral Theses  List of current periodicals (subject-wise)  List of manuals of stack area to easy locate library material  New Arrivals/ BBB(Block Board Bulletins)
  15. 15. B Library Services                   Lending of Library Resources Current Awareness Service (CAS) Selective Dissemination Service (SDS) News Paper Clipping Services Library Resources – Reservation Facility Reference/ Referral Service Abstract Service Bibliographical Service Indexing Service E- database Electronic Publishing on CD-ROM Website Binding Service Photocopying Service V – A service Ask Librarian Service OPAC & EPAC the library search engine Access to Internet Library Orientation Programs/ User Education programs
  16. 16. The some of the following promotion methods may be used for marketing of library products: Web Sites New Arrivals Conference/seminars/symposia can be posted on the web Posters Video- Programs Exhibitions
  17. 17. Marketing is an important for every library and Information product manager and service provide for success in the market. The libraries must use marketing techniques to understand needs of their users and to plan effectively to fulfill their requirements and needs. Some of the challenges and difficulties to adopt marketing in academic libraries. The followings some of challenges discussed below:  Insufficient Funds  Lack of Awareness about Marketing in libraries  Marketing is a complicated problem for libraries  Lack of Training and Knowledge of marketing tools techniques.
  18. 18. Even though the library and information centers (LISc) are being run as Non-Profit Organization, at present, they are forcing to become selfsustained one. Therefore, the marketing is an inevitable one to all the libraries. So, the adoption of a marketing plan shall help the library improve its relationships with users. Through the systematic policy of marketing, the library shall be able to support education and research carried out by the outside community. The principles of marketing have gradually been accepted both as relevant and beneficial to the library environment. Marketing provides an opportunity to see as to how they can offer effective and efficient services to their users or customers. There have been many development of marketing in modern library services. The ultimate aim of marketing is to provide the Right information to the Right User at the Right Time.
  19. 19. 1. 2. 3. 4. 5. 6. 7. 8. Basu, Keya (1999). Marketing of library and information services some thought, 49th ILA Conference, New Delhi. Pp.234-54 Croton. (1985). The marketing of library and information services, London: ASLIB, pp 2-4 Haravu L. (1988). Marketing of library and information services, IASLIC Bulletin, 3(4), p. 33 Handekar , s,g & makander ,n,m (2013). Marketing and promotion of library and information services : Indian perspective in Ramesha, B& B.D. Kumbar ( all) , next generation libraries new insight & access to knowledge , new Delhi ,Indian libraries association Jain, Abhinandan , k (et all) (1999) . Marketing of information products and services: A primer for libraries and information professional, new Delhi. Tata- MacGraw Hill. Pp6-9 Kotler, Philp (2002) marketing management, new Delhi macmillan India ltd, pp.135-37 Mahesh (1998) marketing of information services & products RRs news letter Weingand, D.E, (1995). Introduction to special issue on marketing of library & information services, library trends , vol. 43 (3) winter , p 290