The document discusses 7Ps marketing strategies for libraries. It expands the traditional 4Ps of marketing (product, price, place, promotion) to the 7Ps to better address services marketing. The 7Ps include the traditional 4Ps plus participants, physical evidence, and process. For libraries, the 7Ps refer to the products/services offered, pricing, service locations, promotional activities, personnel, physical environment, and service procedures. The document provides examples for each P as it applies to library reference and information services marketing.

1. 7PS MARKETING STRATEGIES OF LIBRARIES
Dheeraj Singh Negi
dheerajnegi3@gmail.com

2. 7PS OF MARKETING STRATEGIES OF
LIBRARIES

5. MARKETING DEFINED
 Marketing is anticipating the needs and wants
of targeted and managing the process through
which these needs and wants are satisfied . . .
profitably

6. STRATEGIC MARKETING PLAN
1. Environmental Analysis (SWOT)
2. Identifying Customers
3. Competitor/Value Creation Analysis
4. Marketing Mix: The 4 P’s
5. Financial Analysis and Budget
6. Implementation and Control Plan

7. TYPES OF MARKETING PLANNING
Strategic Marketing
 Encompasses the entire farm strategy
 Deals with the broader issue of determining firm’s
strategic position in the market and how to create value
from that position
Product Marketing/Pricing
 Deals with the tactical side of selling a product
 Similar to a set of standard operating procedures for
marketing a particular product.

8. INTRODUCTION
The term "marketing-mix," was first coined by Neil Borden, the
president of the American Marketing Association in 1953. It is still
used today to make important decisions that lead to the execution of
a marketing plan. The various approaches that are used have evolved
over time, especially with the increased use of technology.
The marketing mix is a business tool used in marketing and by
marketers. The marketing mix is often crucial when determining a
product or brand's offer, and is often associated with the four
P's: price, product, promotion, and place In service marketing,
however, the four Ps are expanded to the seven P's or Seven P's to
address the different nature of services.
In the 1990s, the concept of four C's was introduced as a more
customer-driven replacement of four P's. There are two theories
based on four Cs: Lauterborn's four Cs
(consumer, cost, communication, convenience), and Shimizu's four
Cs (commodity, cost, communication, channel).
In 2012, a new four P's theory was proposed
with people, processes, programs, and performance.

9. 7PS MARKETING STRATEGIES OF LIBRARIES
 Library is a non-profit making organisation and its services
have long been assumed to be offered free of charge to its
clienteles/customers. It is also a general assumption that
library users will come to the library and hence there is no
need for marketing of library services. Today, these general
assumptions have changed because the library is no more the
only primary information provider; users have other primary
sources they turn to when they need information services.
There are other information providers and the competition is
becoming keener on a daily basis. In fact, users are not
relying on the library as the sole repository of knowledge any
longer (Kaur, 2009).

10. PRODUCT
 Products or services of the general reference and
information service department. This is, of course,
the information, reference, and ancillary services
that add value such as personal assistance, referral
services, online database searches, document
delivery, and interlibrary loan.
,

11. PRICE
 Pricing of use of the library is usually that of the
time and effort the user spends traveling to the
library, as well as the time and effort spent. Library
services and product price depend library budget
and sources.
 Library can be marketing of product and service
according to library budget and sources.

12. PLACE
 Place of service, based upon knowledge of the
market of a library, is essential in order to identify
users and their discrete information needs and
wants. To expand the service area, the library may
have branches, bookmobiles, or electronic access,
etc.
 For example: Facebook library group, Library Blog,
Twitter, E-mail etc.

13. PROMOTION
 Promotion includes utilizing persuasive information
about general information services, and
communicating this information to target market
segments that are potential users.
 Five kinds of promotion include:
 publicity,
 public relations,
 personal representatives,
 advertising, and sales promotion.

14. PARTICIPANTS
 All human actors who play a part in reference and
information services delivery, namely the library’s
personnel. Library is a information provider Every
users wants library give to latest information of
product and services.

15. PHYSICAL EVIDENCE
 The environment in which the reference and
information services are delivered that facilitates
the performance and communication of the service.

16. PROCESS
 The procedures, mechanisms and flow of activities
by which the reference and information services are
acquired.

17. A LITTLE LIBRARY PRODUCT AND SERVICES
MARKETING PHILOSOPHY
 Bad outcomes still happen …
 Never compare to the market high ..
 Your plan for your operation ...