Concept of marketing
Need for 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
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
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
For the present study, the following objectives
To know the important of the marketing library
products and services
To know the key elements of the marketing
Top explain the need, purpose, basic principles
and marketing of information
To know the library marketing of LIS Product &
To provide the conclusions & suggestions for the
development of library products and services in
university libraries in the web environment.
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
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.
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.
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.
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.
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
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
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
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.
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.
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.
improves the quality of services to the
the professional role of the library.
readers may get the information about the
library products and services.
personnel also get more status from the
the affairs of library more effectively.
There are nine steps for marketing of Library Services which was given
Competition for customers
Staff being taken granted
Competition for resources
Valuable communication resources
Promotion and update image
Beneficial to library image
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
Printed Library Catalogue
Back Volumes of Journals & Annual Reports
Electronic news letters
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)
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
Electronic Publishing on CD-ROM
V – A service
Ask Librarian Service
OPAC & EPAC the library search engine Access to Internet
Library Orientation Programs/ User Education programs
The some of the following promotion methods
may be used for marketing of library products:
Conference/seminars/symposia can be posted on the
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:
Lack of Awareness about Marketing in libraries
Marketing is a complicated problem for libraries
Lack of Training and Knowledge of marketing tools
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
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.
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