London : Ashgate, P. 228. Delivery channels are significant factors within an industry and involve a complex web of organization relationship, in which collaboration and competition are equally important. Rowley, Jennifer (2006) Information Marketing (2nd Ed.). > Marketing in Library:marketing in library and information services is the process of planning, pricing, promoting and distributing library products to create exchanges that satisfy the library and the customers or users. Today the high value of information and its importance as a strategic resource for the development of a nation has changed the information into a product for selling in the markets. Kotler, Philip; Keller, Kevin Lane; Koshy, Abraham and Jha, Mithileshwar (2007) Marketing Management: A South Asian Perspective (12th Ed.). Canva makes design simple for everyone. 8 0 obj Modern world is the world of mechanization and computerization. I enjoyed the reading only that project management needs to be included as the quality of product and services are part of it.
PDF By Jagadish Tukaram Patange - Global Journals Our list is based on key marketing strategies, such as social media management, search engine optimization, and more. According to American Marketing Association (AMA) Marketing is the performance of business activities that directs the flow of goods and services from the producer to the consumer or user. As information is no longer location-dependent, librarians must now accept the fact that they cannot assume that users will continue to view them as the principal information providers. endobj
(Pdf) Marketing of Library and Information Products and Services: an Product:In marketing, a product is an object or system made available for consumer use; it is anything that can be offered to a market to satisfy the desire or need of a customer, Marketing: In marketing, a product is an object or system made available for consumer use; it is anything that can be offered to a market to satisfy the desire or need of a customer. Place is concerned both with consumer service delivery points such as retail outlets and libraries, but also with the distribution network that ensures that products make their way from producer or creator to the user or consumer. Promotion of services presents specific difficulties because of their intangible nature. Users perceptions of a library service that undertakes this approach usually change for the better. (2015).
5 Marketing Strategies to Promote Your Library Every technological development has immediately on its invention influenced librarianship and library services tremendously. He should also determine proper ways for the circulation of products as well as its accessibility to its Patil University Sayed. Price: This covers activities associated with establishing pricing objectives and strategies and determining product prices. eISBN: It is known as 4 Ps. Though the library marketing studies are dealing with different types of libraries and subjects, themes of the studies were very similar. The findings will also be useful to users by creating awareness of the various services available in the library. Scholars in the same fields of specialization share their views and visions online. The Typical information- based products include books, DVDs, CDs, journals articles, databases, electronic journals, newspapers and databanks. The biggest difference between library marketing studies from Korea and those from other countries, is that a range of Korean studies focus on comparatively short-term quantitative results of library marketing activities, while studies from other countries focus on the long-term qualitative results. E-marketing of information product and services will be essential for libraries very soon and the value of Library and Information Science Professionals will be bright and trained as Information managers of E-marketing efforts. Similarly, Adekunmisi (2017) indicated a lack of business expertise among academic librariansand hepointed out a lack of interest in the idea and concept of marketing mix among librarians and library top managementas a challenge in marketing marketing of products. Concept Marketing of any commodity means working with market to actualize potential exchange for the purpose of satisfying human needs and wants of that commodity. Rowley, Jennifer (2006) Information Marketing (2nd Ed.). Library Marketing, January 20, 2017Webinar: American Libraries Livehttps://goo.gl/rMBmfP
PDF Library Promotion Practices and Marketing of Library Services: A - CORE The chapter start with a snapshot overview of the importance of marketing library services and collection, highlight social media tools that can be used for marketing library collection and services. Divi Den Pro - Layout Library is a third-party plugin with a massive library of predesigned Divi elements to help you build websites faster. Marketing of Library Products and Services Dr. ShantanuGanguly Fellow, Knowledge Resource CenterThe Energy and Resources Institute (TERI) Email : shantanu.ganguly@teri.res.in Lesson Topics Marketing Marketing Objectives Marketing Mix -4Ps to 7Ps Details of 4P Marketing Mix Customers/Users, Stakeholders and Information Marketplace Marketing Research More so, librarians must identifypublic presentation, direct marketing, advocacy, bulletins, newsletters, readers awareness training, display strategy, library web pages, lectures, library tours and use of webtools as strategies for promoting library information products and services. A librarian should know the needs of his information users. To browse Academia.edu and the wider internet faster and more securely, please take a few seconds toupgrade your browser. The survey design adopted for this study is a Limited financial and personnel resources will be no excuse for not being in the centre of the information universe. <>/MediaBox[0 0 595.32 841.92]/Parent 10 0 R/Resources<>/Font<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI]>>/Tabs/S/Type/Page>> The role of library in marketing is emphasized. Marketing besides providing sustainability, also helps in realising the goals of libraries.This paper provides a comprehensive overview on different marketing strategies adopted by libraries with special reference to Central Library, IIT Delhi for reaching to its users and to increase the outreach. Specifically, the study will be. New technologies offer diverse avenues for promoting library services, and commercial marketing methods have become expected for libraries, too.
(DOC) Quality Assurance and Marketing of Library Services and Products The information super highway and Internet enables access to knowledge from one place at any time at the touch of a button. RESEARCH METHODOLOGY The research design adopted for this study is the sample survey research design. In services where the level of contact is high, as an in dentistry or physiotherapy, the customer needs to feel comfortable with service agent, to trust them and to develop a rapport with them, probably over a service relationship that comprises several service episodes. Enter the email address you signed up with and we'll email you a reset link.
Marketing of Information Products and Services in Library In the past, few approaches where used for marketing library collections and services.
Marketing of Information Products and Services through Library Websites Marketing of library and information services is a nascent development in our country. CanvaWebsite: Canvahttps://www.canva.com Unfortunately, many studies have documented librarians lack of professional understanding of the marketing concept and its applicability to librarianship. The Marketing mix is a one way of profiling the offering that an organization seeks to make to its chosen customer groups. Tongs, APPLICATION OF MARKETING IN UNIVERSITY LIBRARIES OF LAHORE: AN EXPLORATORY STUDY, MARKETING OF LIBRARY AND INFORMATION SERVICESIN PAKISTAN: A PROFILE, Education and Training for Marketing Information Services in the UK, The information player : a new and timely term for the digital information user, Digital Marketing tools applied to Academic Library: the case of IE Library, The need to promote academic libraries : comparing the University of Glasgow Library and the University of Malta Librarys marketing strategies, Comparative analysis of library marketing studies in Korea and other countries from 2000 to 2013, The Implications of the Improvement of Marketing Activity on the Performance of Central University Library in Bucharest, A Study on the Need of Marketing Techniques for Academic Libraries in Kuwait, Marching with Mashup: Application of Information Mashup for Developing Open Library System, Estudos de usurios e marketing da informao, Use of Public Relations and Publicity (PRP) by the Public Libraries in Lahore, Pakistan, DEFINING OF EVALUATION STAGES IN BUSINESS.docx, Modern Library & Information Science Series 3 (Broad): Dr. Kanchan Kamila's contribution to LIS [Only LIS link in India which is helpful to learn 175 concepts of modern LIS subject for CLIS, BLIS & MLIS & others], MARKETING} {OF} {LIBRARY} {AND} {INFORMATION} {PRODUCTS} {AND} {SERVICES}: {AN} {OVERVIEW. iv. London : Ashgate, P. 231. Save my name, email, and website in this browser for the next time I comment. vi. Gupta & Jambhekar2 (2003). by Alison Scammell. Library Marketing ResourcesWebsite: Libraries Are Essentialhttp://www.librariesareessential.com/library-marketing-resources/resources/ Prince 12.5 (www.princexml.com) The research followed a qualitative method of investigation and used a questionnaire as a tool to gauge the level of awareness of library staff from both libraries on marketing efforts. An organization needs to maintain a satisfactory set of products, this involves introducing new products modifying existing products and eliminating products that no longer satisfy customers and / or yield acceptable profits. In E-Marketing efforts, libraries need to be serve through electronic/online media for user satisfactory services in basis of cost, time, place etc., because only satisfied users come back again and again and dissatisfied users will find some other suppliers of information to meet their information need. Challenges on Marketing of Information Resources and Services in Federal University Libraries in North-West Zone of Nigeria. The article starts by indicating the value that LIS practitioners attach to the area, goes on to describethe UK qualifications structure and the extent to which marketing is covered in LIS university curricula, andfinishes byproviding examples ofhow the Continuing Professional Development (CPD) needs of LIS practitioners are met. They are leading, to a large extent, to the replacement of the physical library with the virtual library of resources available elsewhere. tions, and processes for creating, communicating, Marketing management, according to Arm- delivering, and exchanging offerings that have. Sci. All organizations in the information industry, irrespective of whether they are in the public or private sector, need to form new strategic alliances, identify new market segments, and evolve new products and, in general, manage changing relationships between suppliers and customers. The main focus of this study seeks to examine the marketing of library products and services and its challenges for professionals. From an economic perspective, price is closely associated with costs and profits. Discusses three resources to create animated videos and other e-content to market your library for free or low-cost.
Marketing of Library Collections and Services in the Twenty-first Librarian:Alibrariancategorizes, prepares, and catalogs these materials. The information industry offers access to information goods, such as books and databases, and also to services such as traditional library services, market research services and alerting services. Public libraries have become active producers of podcast content through workshops for patrons and library-hosted programs. iii. About | Collection Development and Management Commons, New technologies offer diverse avenues for promoting library services, and commercial marketing methods have become expected for libraries, too. endstream Kotler, Philip and Keller, Kevin Lane (2006) Marketing Management (12th Ed.). Process: Services are manufactured and consumed live, and because they involve an interaction between two people, it is more difficult to exercise control and ensure consistency. There is typically a relationship between the functional and psychological characteristics of a product, and for services it can be particularly difficult to differentiate functional and psychological characteristics. Home This paper presents an overview of its status in Pakistan with an emphasis on the academic aspect. Marketing as a philosophy and activity can make a significant contribution to organization in the information industry, whether they are in the public or private sector. A product is everything that is received by the customer in a marketing exchange. What's the best way to allocate your staff and financial resources? New Delhi : Prentice Hall. For this purpose libraries have to use marketing strategies, which are used in other service organizations. Retrieved from: Rowley, Jennifer (2006) Information Marketing (2nd Ed.). Libraries, bookshops, database producers, online search services, business intelligence services and portals act as the interface between the consumer and producer in respect of these products. The prospect of marketing information product and services in the libraries includes, improve library services, improve the economic base of the library, create value, make the library profession known, brings about sustainability, improves patronage/usability and encouraged feed back. The site also includes ways to use the READ Design Studio to personalize your library's promotions, highlight collections, and make fun giveaways! Some librarians see marketing as manipulative, unprofessional, a waste of time and resources. Due to various technological developments the face of library profession has changed dramatically. But because of the literature's explosive expansion and the widespread use of information technology, marketing has become a crucial instrument for promoting library services and goods. If you think you should have access to this content, click to contact our support team. In library marketing, library and user's demands are the market; users are the consumers; commodities are the information, documents and library services; sellers are the library staff and the buyers are the users. It will also assist them in identifying their lapses and hence improving their services by attracting, satisfying, and retaining users in the library. Rules were set to serve the interest of the providers of the information and for the convenience of the staff. Social networking applications help the users to possess interconnections among the community members and remix the library services and products to brand them visible in a broader way. In spite of the benefits derived from the use of social media tools in promoting themarketing of library and information resources and services, there are a lot ofchallenges hindering the promotion and marketing of library resources and services. A Survey of Public Librarians' Attitude toward the Marketing of Library Services', The Library Quarterly 74(1): 63-84. 1 0 obj Guerilla Marketing Tips, June 25, 2015Article: WebJunctionhttp://www.webjunction.org/documents/webjunction/advocacy-in-action/guerilla-marketing-tips.html In multi-channel or hybrid environment physical evidence from the bricks channel may be used to support impressions relating to online channels. They are using various marketing strategies for According to American Marketing Association marketing of Library and Information Products (2007) "Marketing is the activity, set of institu- and Services (LIPS). Telangana, India - 500081Follow. The purpose of this chapter therefore is to dig answers on the challenges and opportunities of using social media technologies in marketing library services and collections in 21st century environment. This study employed a review of the literature to highlight the necessity for and importance of marketing library and library services. 25 0 obj However, change to most of the elements of the marketing mix are constrained by the organizations existing resources (including its existing customer base), and the rate of change that is possible may at times be frustratingly slow. endobj
Marketing of Library Products and Services: A theoretical analysis Create designs for web or print: blog graphics, presentations, Facebook covers, flyers, posters, invitations, etc. Info. Whenever there was a need for the user to go to the library and if there was not any need, there was no effort at librarys end. The methodology that will be used for this chapter is literature review comprising of journal articles, books, conference papers and newspapers articles. Marketing is considered one aspect of the competencies needed and is critical among library and information scienceprofessionals. Marketing of Library Products and Services Authors: Kalayan Nilappa Kumbhar Abstract Marketing is set of activities. Thus information services should pay attention to the presentation of staff, atmosphere, and ambience, design of premises, cleanliness, colour palettes, tidiness, signage, heating, seating, accessibility and lighting. 4 Simple Ways to Beef Up Your Library Marketing, November 17, 2016Webinar: Demco, Inc.http://ideas.demco.com/webinar/4-simple-ways-beef-up-your-library-marketing/ For example, library often occupy specific buildings; these are not always in the best locations to ensure the optimum of visits, but a new building must be negotiated over many years and through complex political processes.
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