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Marketing of library information product and service


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Marketing of library information product and service

  1. 1. Marketing Of Information Product And Services
  2. 2. Marketing • it focus on customer requirements of want satisfying goods • It give importance to customer satisfaction • It aims maximum profit through customer satisfaction • It is an exchange relationship
  3. 3. Market -library • It refers to the place where user and books meet together
  4. 4. Marketing- definition • Marketing, according to Kotler (1982), is the analysis, planning, and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives
  5. 5. Marketing includes • selling, • advertising, • physical distribution, • sales promotion, etc
  6. 6. Marketing is about getting the right service to the right customer at the right price at the right time. To do this, we must: • - Identify the needs of our present and future customers; • - Decide what services and products we are going to offer; • - Ensure that we can deliver these services at the right time; • - Inform the customers that these services are available; • - Determine the ‘price’ at which we ‘sell’ these services where appropriate (If it is going to be free, we need to make sure ourselves that the free service is sustainable).
  7. 7. Why marketing LPS • Maximize the use of library material • Satisfying the needs of the user • Creating a image to library user • Creation of demand of material • To create relationship with material • To attract the users • Smooth functioning
  8. 8. Dr.S.R. RANGANATHAN’S CONCEPT OF FIVE LAWS OF LIBRARY SCIENCE 1St law : 'Books are for use’ (maximize the use of books). 2 law : 'Every reader his book’ (Reader is the prime factor & his / her need must be satisfied). 3" law : ‘Every books its reader’ (Find a reader for every book).
  9. 9. 4‘“ law : 'Save the time of the reader’ (Organize information in such a way that the reader finds the wanted information promptly). 5"I law : ‘The library is a growing organism’ (Emphasis is on comprehensive & evolutionary growth).
  10. 10. Marketing tools • SWOT analysis • Marketing research(market profiling) • Segmentation • Positioning • Product life cycle • Marketing mix
  11. 11. 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 WEAKNESS in relation to the market place and the OPPORTUNITIES and TREATS presented by anticipated environmental trends
  12. 12. Market research • Marketing research is a "systematic, gathering, recording & analysis of data about the problems related to the marketing of goods & services"
  13. 13. 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