Marketing of Library and Information Products and Services

Marketing of Library and Information Products and Services: A Study Mrs Geetali Das Librarian SBMS College, Sualkuchi Assam Geetali Das

Introduction Whenever we think about library operations, the concept of marketing does not come into mind. But due to rapid growth of literature and application of information technology, marketing has become an important tool to promote library services and products. Academic library is a service agency set up to further the cause of education. To improve the quality of education importance of libraries has rather increased. Therefore, library service and products must be promoted among the library users. Librarians and Information professionals must start to market library products and services. Geetali Das

Concept of Marketing Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services”. Geetali Das

Why we require marketing in Library A successful marketing is needed to • Management of libraries • Funds problem • Commitment to customer satisfaction • Understanding customers • Welcome again and again • Promotion of resources • Improving the library’s reputation Geetali Das

Marketable Library Products and Services Library Products: Text Books, Journals, Conference Proceedings, Video Collections, Newsletters, Newspapers and Maps etc. Library Services: Current Awareness Service, Selective Dissemination of Information, Reference Services, Translation Services, Document Delivery Services, Reprographic Services and Bibliographic Services etc. Geetali Das

Functions of Marketing Following are the different functions of marketing • Analysis • Planning • Implementation • Control Geetali Das

Marketing Strategies in Academic Library • • Market Analysis User Analysis Organizational Analysis Competitive Analysis Geetali Das

Element of Marketing • • Market Research and Analysis Product/Service Development and Targeting Costs and Pricing Promotion User Education Dissemination Evaluation of Services and Products Geetali Das

Tools and Techniques of Marketing • • • Annual Report Displaying latest arrivals Pamphlets/Posters/Brochures Library website Blog Wiki Facebook You. Tube Mobile Phone G Das

Conclusion Marketing is a combination of activities and processes that add value to the services that libraries provide to its users. In modern era library users are relying more and more on unauthentic internet and other sources, not the libraries. In order to bring back users to the libraries again or make the full utilisatization of services offered by libraries, applying marketing concept is the need of the hour for all librarian and library professionals. Geetali Das

THANK YOU Geetali Das