MARKETING OF LIBRARY AND

INFORMATION SERVICES

Dr. Saeed Ullah Jan

Assistant Professor, SUIT

INTRODUCTION

For a long time, we (librarians and information

professionals) had enjoyed a supplier's market and

we lost our interest in working for our customers,

and yet we want customers to come back.

However, we should always keep in mind that only

satisfied customers come back and there are

greater chances that a dissatisfied customer will

find some other suppliers of information to meet his

information need.

DEFINITIONS

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:

(1) Identification, selection and development of a product,

(2) Determination of its price,

(3) Selection of a distribution channel to reach the customer's place, and

(4) Development and implementation of a promotional

DEFINITIONS Marketing is an organizational function and a set of processes for creating,

communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return

The all-embracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time

The achievement of corporate goals through meeting and exceeding customer needs better than the competition

The management process that identifies, anticipates and supplies customer requirements efficiently and profitably.

Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges

DEFINITIONS

In terms of libraries, marketing means asufficient change in the traditional attitude oflibrarians towards acquisition, organization,processing and retrieving information.

The basis of library service should be to help itsusers to solve their information gathering andprocessing needs. This the library can do only ifit relies on systematic information collection,procedures and policies and adjusts itsproducts, services and organizational policiesand procedures to the demands of the users.

CONCEPT OF MARKETING

Marketing as a set of techniques

Marketing as a Philosophy

Marketing as an approach

Customer driven marketing

RELATIONSHIP BETWEEN LIBRARY SERVICES

AND CUSTOMERS

Marketing

Services Customers

Quality

WHAT IS MARKETED?

Goods

Services

Events

Experiences

Places

Properties

Organization

Information

HISTORICAL BACKGROUND

In 1876, Samuel Swelt Green advocated the library through an article “Personal relations between Librarians and readers” in the American Library Journal (later known simply Library Journal).

Green also spread his message through ALA conferences and meetings.

Melvil Dewey and others advocated for travelling libraries which was a step towards marketing of LI Services.

HISTORICAL BACKGROUND

John Cotton Dana used newsletters, pamphlets, posters, exhibits, newspapers announcements and speeches to groups, and special events to publicize library events and encourage library use.

SLA in cooperation with other library associations organized numerous activities to celebrate “Library week” during June 26-July 01, 1916. During this period , book themselves were considered the product.

The open access system started which allowed users the freedom to move around the collection.

HISTORICAL BACKGROUND

By 1920s, the library movement had started in many countries. Many national and international associations came into existence (IFLA, 1927).

Several books on specific aspects of marketing were also published during this period including 1921 manual by W.A Briscoe entitled “ Library advertizing: publicity, methods for public libraries”.

Five laws of Library Science by S.R Ranaganathan (1931) have been discussed in the light of marketing by many authors.

HISTORICAL BACKGROUND

T.D Wilson 1948, Atkin 1950, Noble and

layzellward worked hard in this area.

Philip Kotler and Sidney Levy(1960)

published a land mark paper entitled “

Broadening the concept of marketing”.

The concept of “marketing mix” emerged

and became the most popular concept in LIS

marketing.

WHY WE REQUIRE MARKETING IN LIS

Management of Libraries

Commitment to customer satisfaction

Understanding customers

Welcome again and again

Libraries need to grow

Improving our image