Chapter 2

Review of Related Literature

2.1 Introduction
Marketing as an idea was conceived originally in the United States during 1960‟s
and later became a full-fledged discipline by the end of twentieth century. Initially
the application was confined only to business or commercial organizations. The
contributions of Philip Kotler made marketing a universally accepted body of
knowledge for both business and service sectors.

Literature on marketing of information in university libraries is of more of recent

origin. In order to survey the earlier studies in the area of marketing of
information products and services, a number of sources were consulted. They
include books, articles in primary periodicals, secondary periodicals like Library
and Information Science Abstract (LISA), LISA Plus, contents and abstracts and
full text of papers available through Emerald, EBSCO, Sage online, Science
Direct, Taylor and Francis and other web resources. A considerable body of
literature provides different dimensions of marketing in libraries and information
centres. The reviews obtained on marketing in library and information centres are
grouped under five headings:

 Marketing of Information products and services

 Marketing orientation
 Marketing strategy
 Attitude towards marketing
 User satisfaction and marketing

2.2 Marketing of Information Products and Services

Even though the concept of „marketing of information products and services‟ is of

recent origin, some institutions have proceeded with information as a product or a
commodity or as a marketable commodity. The literature under the marketing of
Information products and services considers the concept of marketing in the light

21
of library and information services and mentions the necessity of marketing
techniques in library and information centres. Also it includes the principles of
information products/ services marketing and discusses the key steps of marketing
for library and information centres

1
In a paper Bellardo and Waldhart discussed the applicability of marketing
techniques to academic libraries. The article pointed out that the library
community has demonstrated a growing but fragmented interest in marketing
information products and services during the last five years. The time has come
for a coherent marketing programme to be integrated into a library‟s
organizational structure and it will not solve all the problems facing an academic
library but will help it to be more responsive to the needs and wants of its real and
potential clients.

In a study King2 stated that even though information products and services are
important in many respects, there is little in literature about their marketing. The
paper discussed the components of marketing such as consumer market, new
product development, sales, advertising and promotion, packaging, channels of
distribution, pricing and marketing research. It also explained how information
products and services related to those components and the pricing of multiple
products produced from bibliographic databases.

3
Panda et.al. studied the information marketing activities of five University
Libraries in Orissa such as Berhampur University, Orissa University of
Agriculture and Technology, Sri Jagannath Sanskrit Viswa Vidyalaya and Utkal
University. The objective of the study was to identify the marketing activities and
to examine the barriers of marketing. Data collected through a structured
questionnaire. The study found that none of the Universities were marketing their
resources in a scientific way. The information need of their users were not
properly assessed and evaluated. The products and services offered by the
University libraries in Orissa seem to be substandard, ineffective and out dated.
The study also identified that the libraries are not marketing any advanced
services like CAS, SDI, bibliographies, indexing, abstracting and translation. The

22
reason for low level marketing was found to be inadequate technical manpower,
poor collection, lack of moral and financial support from the authorities.

Tiamiyu4 analyzed the information products in terms of their linguistics, artistic,

technological, pragmatic and contextual components and characteristics and
illustrated with examples of how the components are combined in real life
information products. The malleability and versatility of the components and the
technological possibilities of combining them provide seemingly unlimited scope
for designing and marketing value-added information products in our increasingly
competitive and information technology based societies.

Cummings5 in an article considered the marketing and promotion of information

products based on the experience of the Information Library and Documentation
Department of the Royal Tropical Institute (KIT), Netherlands. Described the
information products and discussed the factors which impede sales of
documentation products in general. Also reviewed the tools used for marketing
and promotion are current .Also described the activities undertaken to market and
promote the department‟s information products.

Khali Klab6 conducted a survey of libraries and information centres (LICs) in

Jordan to examine the application of the marketing concept to the products and
services of LICs and to investigate users‟ attitude towards free or fee-based
services. The findings of the survey revealed that 60.7% of the respondents agree
to pay fees for developed information services and 55.7% for developed
information products.

Kewal Singh7 studied the marketing of information products and services in

academic libraries in India. The data was collected from sources ranging from the
books on marketing and articles on marketing published in leading journals in the
field of library science. To supplement the information collected from related
literature the investigator personally interviewed teachers, researchers, students
and other officials associated with academic libraries. The study revealed that
most of the academic libraries in India adopted traditional methods to provide
products and services to their clients. Many academic libraries hesitated to go
23
beyond „issue and return‟ of books and most of the users were not even aware of
the products and services offered by the libraries. User needs were not considered
for product or service design. The study also found that the concept of marketing
products and services in India was still in the infancy stage due to the system-
centered approach of the library management. The suggestions for better
marketing include, transition from system orientation to user orientation, use of
information technology and development of infrastructure facilities. The study
also suggested conducting short-term course in marketing of information services
for library professionals.

Lali8 in a research study on the marketing of information products and services

offered by the Kerala University Library reported that majority of the users were
unaware of the products and services offered by the library. Only 25% of the
respondents satisfied with the library services. The objectives of the study were to
assess the performance of the library from a marketing point of view. Data
collected from a sample of 150 users. A questionnaire was used for the data
collection. The most significant finding of the study was 60 % of the users are
ready to pay for the services offered by the library.

Vaishnav 9 did a case study of Dr. Babasaheb Ambedkar Marathwada University

Library (BAMUL). The main objective was to form a marketing plan according to
the changing user needs. To find the right marketing mix, a survey was conducted
among its user community. The study revealed that an urgent need for a
comprehensive collection of current literature and current awareness services. The
study pointed out that university library used marketing process to satisfy the
needs and demands of the users. A marketing plan including product
development, pricing, physical distribution and promotion was prepared and urged
an active cooperation from the university administration and academic community
for its successful implementation.

Vinod10 conducted a study to find the marketing techniques observed by the

Calicut University library in areas pertaining to product/service design, pricing,
promotion and distribution. The objective of the study was to make constructive
suggestions for making information marketing more effective. The data collected
24
through a questionnaire and observation. A sample of 100 users was taken from a
population of 5192 through stratified sampling technique. The result revealed that
users were not satisfied with the library services to meet their information needs.
The study also reported no serious efforts to improve its products and services
marketing in the process of information dissemination.

Dodsworth11 stated in a research paper that the academic libraries must guard
against complacency and should market their information products and services.
A marketing plan that identified the actions necessary to be taken by the library to
promote itself or its services should be an integral part of the libraries strategic
plan. The study identified various component activities of a traditional marketing
plan. A model plan incorporating the identified components was prepared and
applied in the Government documents and microforms at the Department at
Lauinger Library of George Town University, Washington, DC and the result was
encouraging. Suggestions for promoting library products and services based on
the study were also included.

Harsha12 conducted a study in SNDT Women‟s University, Bombay. The

objective of the study was to find ways and means to develop market information
products and service. The paper was based on the questionnaire survey of MLISc.
students of the university to know the information requirements of the user
community, as part of the product development programme. The survey revealed
the necessity of legal health information at the top slot in the list of user
requirements. Booklets containing information about the above mentioned areas
were prepared by using the resources available in the university library. The
National Service Scheme of the university sponsored the cost of the booklet
production as well as its distribution. Assistance of the Students Welfare
Department was sought in promotion of the newly developed product. The final
analysis substantiated the feasibility of a university library developing and
marketing a relevant and useful information product for its user community on
cost recovering or small profits. A sample of the information product developed
by the university was provided in the paper.

25
Sewa Singh and Satinderjeet13 conducted a case study in Guru Nanak Dev
University Library to evaluate the extent of marketing activities/ process to satisfy
needs and wants of users. Data collected through a questionnaire from the
reference librarian for identifying the extent and level of use of marketing
activities for promoting the use of its resources and services. The overall
marketing plan discussed on the basis of data collected through questionnaire,
interview and observation. The data was analyzed through the four P‟s of
marketing mix namely, product, physical distribution, promotion and pricing. In
addition to the four P‟s another P for processing of data added by the author. The
study revealed that the library had developed its product and services to satisfy the
information requirements of its users. The library made use of both in house and
outside location to deliver its products and services depending on their nature. The
study pointed out that there are no norms in pricing the library and information
services/ products and charging from the end-users. The library was not conducted
any use survey regarding the information services/products it provides to various
segments of customers. The study suggested the library must develop appropriate
collections and services to serve its potential readers and must use modern
techniques. Library acquisition, organization and dissemination must be based on
the modern concept of marketing to achieve reader satisfaction. It must endeavor
to nurture culture of „customer service‟ to enhance its image in the eyes of the
users.

14
Kaur in a paper urged the university libraries should adopt a marketing
approach because of the deduction in the funding from the governments,
government bodies to the university libraries for the cost of products and services.
The stress from the government to the universities to generate their own resources.
Also the users willingness to pay for services as reprography, microfilms,
interlibrary loan, computerized search services, internet browsing and e-mail and
have becoming more and more demanding. The users expected speedy delivery,
easy access and range of services. So the marketing policy of the library needed
careful planning, structuring, execution and evaluation with regular review.

Koshy15 in his article identified certain new products for libraries and information
services by identifying the gaps in the product/services through a review of
26
current product market situation. The paper explained the process of introduction
of new products/services such as generated ideas for new products, evaluate and
feasibility study of the new ideas, translating the ideas into „full blown‟
product/services, test for acceptance/feasibility of new products, check the
commercial feasibility of new products, develop marketing strategy, testing
marketing and launch the product.

Mohamedali16 highlighted some of the common problems of library planning in

the Caribbean and elaborated on the steps involved in the marketing planning
process. The study based on the response to the desire for further enlightenment
on the subject of marketing planning expressed by some of the participants who
attended a workshop on marketing planning for information professions, which
was organized by the development of library and information studies at the
University of West Indies. The paper discussed the various aspects of marketing
planning in the University library which are the general interest and of interest to
library profession generally.

Kendadamath17 in a paper discussed and emphasized the need for the adoption of
marketing approach by the university libraries to augment their financial resources
and exploit new information technology to provide better information support to
the users. The study highlighted the marketing concept and its various activities
and how these activities can be successfully applied in the marketing of library
and information products and services in university libraries. It also discussed on
the problems in implementing marketing concept to library and information
services. It also provided various definitions of marketing. The paper suggested
promoting marketing of library and information services in university libraries in
view of the budgetary cuts by UGC and state governments. It dealt with method of
designing services and products. The study concluded that the marketing policy of
the libraries needs careful planning, structuring, execution and evaluation with
regular review.

Martey18 studied the important variables involved in marketing the products and
services of academic libraries. The importance of the quality of service and a
focus on the customer was emphasized. Though inadequate funding may affect
27
delivery of services, the academic librarian should be motivated by this challenge
to plan and implement a marketing strategy to ensure heavy patronage. Heavy use
determined the worth and survival of the library in the face of staff competition
from new and aggressive entrants into the information market place. It concluded
with realities of the library situations in Ghana academic libraries obviously
cannot market what was not available. They may not be in a position to provide
quality services to users because of the serious problems of funding and retraining
that Ghanaian librarians are struggling to solve. Suggested that however small the
service was, there was a lot to be gained by embracing the marketing concept.

Rader19 narrated the experience of fund raising in academic libraries of United

States. The economic issues facing libraries in the 1990‟s and beyond were
complex and new approaches were needed to address the financial dilemmas of
the academic library. Different types of fund raising for academic libraries are
examined and creative methods were detailed in this study. Some statistics were
included to provide illustrations. Several universities including University of
Michagan, the University of Minnesota, Arizona state university, Purdyue
University and others have charged special fees for research service and
information work of business and private clients. Related issues of resource
sharing, contracts and fee based services were offered as part of an entrepreneurial
approach to library management. The study demanded for establishing a
successful fee-based operation within an academic library by taking careful
professional planning, detailed need assessment, energetic marketing and good
business sense and practice.

Panday20 in a survey of M.S University of Baroda explored the feasibility of

marketing library information services and products. The data collected from the
users through a well structured questionnaire. The survey revealed that almost all
the respondents depend upon the library for satisfying their information
requirements. If quality services and products were provided in time, more than
80% of the respondents were ready to pay. Also 52 to 72% were ready to pay for
value added services such as CD-ROM searches, online searches, translation
services, e-mail, SDI and CAS, which are likely to be introduced in future by the
library.
28
Aschcroft21 carried out a study at Liverpool John Moores University investigated
the promotion and evaluation of electronic journals in academic library collection.
An e-mail questionnaire was used to survey librarians with responsibility for the
management of electronic journals in UK and North American higher education
libraries. The study found that e-journals are becoming an essential element of
academic library collections. It also discussed the cost implications and best value.
The study also considered the prevalence and benefits of purchasing consortia.
The study revealed the possible benefits from the supply chain and management
skills in a changing collection environment demanded the need to train librarians
in effective evaluation and marketing skills.

Block and Edzan22 described a study that investigated the marketing of “free-
based” information services in five selected academic libraries in Sri Lanka. A
total of five senior librarians were interviewed and 250 library users answered the
questionnaires. The study revealed that all the academic libraries offer free
information services to their clients with the exception of photocopying and
document-delivery services. The academic libraries should aggressively market
their services/products and must move from the provision of traditional library
services (Book loans) to a more IT based information services (Internet).

23
Ganguly and Kar conducted a study in Tata Energy and Research Institute
(TERI), New Delhi. The objective of the study was to assess the level of
marketing of its information products and services. The study revealed that TERI
library experience of marketing was very encouraging. Its wide range of products
and services were marketed and disseminated to the end user through an effective
marketing strategy. Most of the services and products are price-based. The
pressure for accountability and the emergence of the enterprise culture had led
library and information mangers to become aggressive about financial self
sufficiency. The study narrated how the library and information centre of TERI,
which houses a vast collection of energy, environment, biotechnology and
sustainable development related information, fulfills demands both from in-house
and external users as well as operating a marketing mix for revenue generation. It

29
highlighted the role of TERI information and dissemination services, value added
services and a number of related news, reviews and newswire functions.

Mahesh24 examined the barriers that have prevented libraries from implementing
marketing programmes, when libraries and information centres were recognized
as potential sources of revenue generation. These range from „Carnegie syndrome‟
that libraries exist as places to obtain free services, through pricing conundrums
and low library budgets, to a lack of the sharing touch in special libraries. The
study pointed out that poor quality of services and lack of trained personnel was
the major inhibiting factors for efficient marketing of information products and
services.

Natarajan25 in his paper e-mail as a marketing tool for information products and
services explained the definitions of and strategies for marketing. The study
offered details in forward marketing and reverse marketing. Also commented on
promotional aspects and the advertising of marketing and how librarians can best
exploit mailing list functions and the value of discussion groups.

Kavulya26 conducted a study in the selected university libraries in Kenya revealed

that regardless of the type, libraries were under pressure to justify their existence
and funding through provision of customer or market-oriented services. That
required a shift from product of service orientation to customer or need
orientation. The study aimed at to identify the various types of library marketing
covered out in the university libraries in Kenya. It also examined the methods
used by university libraries in Kenya to market their services to different
categories of users and the problems experienced therein. The population of the
study consisted on six university libraries in the government sector and five in the
private sector serving the academic community in Kenya. Among those two each
from government sector and private sector were selected as sample. Data collected
through interview using an interview schedule. The chief librarians of the selected
universities were interviewed. Different marketing concepts provided libraries
with the tools for collecting and analyzing useful data about information needs of
customers, which assists in designing, developing and delivering appropriate
services. The analysis revealed that there was a strong support for marketing of
30
library resources. It concluded that, although efforts have been made to achieve
this, more emphasis must be put on promotion of the already existing services and
therefore on the need for university libraries in Kenya to adapt more systematic
techniques in collecting data on their user needs, if they go to design and delivery
services that fit user requirements.

Lali and Vijayakumar27 attempted an objective analysis of the strength, weakness,

opportunities and threats of the Kerala University Central Library and works out a
strategy for effective marketing of a host of information services and products that
can be generated by the library without a structural re-engineering. The study was
based on the SWOT analysis of the university library, the strength in collection,
special collection, technical organization, equipment, services and staff,
membership and building weakness such as user orientation. The study also
provided a marketing plan of the Kerala studies section by analyzing the strength,
weakness, segmentation and the marketing mix consists of product and service,
place, price and promotion. The analysis showed that the strength outweigh
weakness, even though the threats are quite strong, there were ample opportunities
that stand as silver lines. The study suggested in order to overcome the weakness,
a concerted effort was needed on the part of the staff, top management of the
library and authorities of the university and promotional activities.

A study conducted by Morei28 of Dr.Babasaheb Ambedkar Marathwada

University Library, Aurangabad with the objective to assess users needs in
changing information landscapes about the products and services. The data was
collected from various types of users through a well structured questionnaire. The
study revealed that library developed products and services according to the needs
expressed by their users. The study also showed that users keep the awareness
through means such as media, exhibitions, user education, internet, new arrival list
etc.

Echezuria et.al29 studied the necessity and applicability of information products

and services marketing plan in university archives. The purpose of the study was
to determine the applicability of products and services marketing plan on
archiving units working in the academic context. The methodology applied was
31
based on the analysis of different approaches and key categories linked to the
subject, such as: marketing strategies, market mix and plan typology/promotional
programmes, trying to envision specific applications to archives. The study found
that from a theoretical perspective, there are criteria and strategies that use of this
tool to study, attract and keep users, improve the presentation of products and
increase information offer. The study suggested a marketing plan may be perfectly
suitable for archives of any nature, but especially valid for those working in the
university context, because their users‟ characteristics require diverse and
permanent means to fulfill their academic and administrative needs.

Kaul and Rani30 had undertaken a study to assess the attitude of users towards the
marketing of information services and products of university libraries of Punjab
and Chandigarh. The objectives of the study were: to know users‟ level of keeping
up with innovations; to know the ways which make the users awareness regarding
the information required in their field of interest; to examine the service and
products that users need/expect to be provided; and to know the users willingness
to pay for the products and services. Data collected from 1237 users through a
well structured questionnaire from the users of four universities of Punjab and
Chandigarh The survey revealed that 61 % of the respondents are willing to pay
for developed information services and 57% for developed information products
and made some suggestions to improve information services and products of the
libraries.

Dineshan Koovakkai et.al.31 conducted a study to determine the marketing

possibilities of some of the information products and services like bibliography,
research in progress bulletin, abstracts of articles, copying of full test/document
delivery service and current awareness bulletin. The marketing possibilities of
information products were tested by receiving the responses from research
scholars on their purchase intention, perceived value, need level etc. The sample
of the study was taken from the full time research scholars pursuing research in
various universities in Kerala. A sample of 100 was selected for the study. Data
collected through a pre-structured questionnaire, out of the100 questionnaires
distributed 86 were received back and were analyzed using percentage method.
The study revealed that the research scholars are in favor of marketing of the
32
information products/services and they were ready to pay for them, if libraries
provide useful information products/services. Full text article is the most preferred
information products by the research scholars. Also, the research scholars felt that
marketing of information products/ services will raise the importance of libraries
in research.

Iwhiwhu32 made a study to examine information repackaging and library services

in Nigeria. The study conducted in two academic libraries and three research
institutes in the ancient city of Ibadan . Data collected from the professional
librarians using the survey research design and questionnaire. The sample
constitutes all professional staff in the libraries under study. Data collected were
analyzed using frequency distribution. The study found that information
repackaging is a way of improving library services, particularly in the era of
electronic information. Also, librarians must give critical thought with the intent
of implementing marketing of information products

Kamar33 in a paper gave a brief overview of electronic information resources and

services offered by the J.D Rockefeller Research Library at Egerton University
and the marketing of these resources. The paper examined the various reasons for
marketing information resources with emphasis on the various marketing
strategies used by the J.D Rockefeller Research Library towards effective
utilization of the available resources in supporting research, teaching and learning.
The strategies include use of posters, notices, brochures, telephone calls, Current
Awareness Services (CAS), workshops and seminars and decentralization of
services among others. It concluded with a discussion of cost effective use of
these strategies in research and teaching.

Madhusudhan34 studied the marketing of library and information services and

products in the Goa university library (GUL). The study analyzed 4Ps of
marketing mix such as product development; physical distribution of information;
promotion of products and services; and price for ensuring a catalytic role of GUL
in the modern information community. The study revealed that within 21 years of
its establishment, GUL has found a place among the better known university
libraries in India. It also suggested that university authorities and faculty should
33
undertake marketing, which would strengthen the marketing plan of the library.
As demand become increasingly complex, a strong commitment to marketing
provides a means for the library to remain viable.

Shariful Islam and Nazmul Islam35 in an article considered the concept of

marketing in the light of library and information services and mention the
necessity of marketing techniques in library and information centres. It provided
an outline of the principles of information products/ services marketing and
discussed the key steps of marketing for library and information centres. The
article indicated the methods of applying marketing techniques to library and
information centres and marketing difficulties to library and information services
in developing countries were also discussed, with particular reference to those in
Bangladesh.

Amudha and Manohari36 in a paper discussed the importance of information,

information marketing, marketing of library services, impact of IT in marketing of
library services, the areas of marketing in library services, product development,
digital information services, physical distribution of information, promotion of
products and services, publicity, public relations and pricing. The paper also
examined the marketing activities in VHNSN college library in Tamil Nadu and
suggested the college authorities and faculties to undertake marketing in order to
strengthen the marketing plan of the library.

2.3 Marketing Orientation

Market orientation is the implementation of the marketing concept. Being

marketing orientated is more than just being customer-led. It requires the full
support of the organization to be fully implemented in the long term and, indeed,
may need a complete change in an organization‟s culture.

Inder Mohan37 in his research paper reported that information sector needs the
application of good marketing principles in order to have satisfied customers and
to create a financially sound industry. Objective of the study was to examine some

34
marketing approaches which offer new insights for information professionals who
desire to maximize the impact of information products and services through the
fulfillment of user needs. He opined that the task of translation and application
have begun and should produce two distinct benefits: delivery of products and
service, that are better matched to the target market‟s needs and an improvement
in the efficiency of marketing activities through a better knowledge of
communication, distribution and how to formulate prices.

Shuter38 in a paper stated that at a time when libraries faced with greater and
more diverse community needs, coupled with changes in technology and
available resources, the development of a marketing approach should result in
increased objectivity and responsiveness to individual needs. Marketing
techniques are examined which should help librarians to avoid the usual pitfalls
and rescue difficult situations.

Angelica do Amaral39 made a survey in Brazilian Geosciences and Mineral

technology libraries to analyze the knowledge of marketing possessed by the
managers of those libraries. The data needed for the study collected from the
managers of the libraries through a structured questionnaire. The study
emphasized the importance of adopting marketing-oriented administration in
libraries in order to contribute to the full development of information sector
activities. Lack of knowledge of the subject among library managers was verified
and some means are suggested for improving the situation.

Manorama Srinath40 in her study suggested that the marketing of information can
be introduced in the university library and provides an overview of the planning
process necessary to implement the marketing strategy successfully. She
considered that the concept of marketing information can be successfully adopted
in libraries if it is considered as a process of satisfying the user‟s requirements
profitably. “Salesmanship” in libraries may sound alien to library professionals in
the situation where there is no profit to consider and non competitors to beat, yet
that unique situation offers a challenging job situation and a chance to increase the
job satisfaction and raise the profile of library professionals. The study suggested
that the serious situation with regard to the close of library schools and declining
35
opportunities may be considerably improved by introducing a market orientation
in libraries.

Orna41 in a paper demonstrated how information design can help information

services to deliver the goods that keep the library professionals in business by
comparing the planning of information products with the marketing process. It
suggested the kinds of design knowledge and skills that information professionals
need to add to their existing professional knowledge

Carole42 examined the increasing necessity for co-operation and compromise

between library services and marketing. Examples of strategies from different
parts of the United Kingdom, in particular the North West, were included to
demonstrate their success. The role of the client or customer was discussed, with
reference to his or her needs and expectations. The study suggested that the image
of libraries and the services they provided can be enhanced by selective
promotion, tailored to each particular need, thus helping to reach the widest
possible number of users. Comprehensive marketing of information products and
services should be used more extensively in order to enable libraries to become
virtually all things to all people.

Geethananda43 provided a perspective on information marketing using the

Development Information Network South Asia (DEVINSA) as a case study. It
argued that budget cuts coupled with increased costs involved in the application of
technology in information processing and dissemination have required libraries
and information centres to turn to information marketing. The concept of
marketing has a utilization value as a good management tool to target and offers
streamlined information services to the clients of a library or information centre.
Since the main objective of marketing of library type data is not profit
maximization but being socially responsive, the concepts of pure marketing have
to be somewhat modified to be applicable to this sector.

Nawe44 in the article on marketing of information services in Africa stressed the

need for library and information professionals to adopt a pro-active approach in
marketing their services in the context of basic marketing principles, in order to
36
achieve the ultimate aim of serving both actual and potential users of information
service, with special reference to Sub-Saharan Africa

Ojiambo45 in a study explained the concept of marketing and outlines the

characteristics of marketing management. The paper discussed marketing for non-
profit organizations and indicated the use of marketing techniques for libraries and
information centers and explained various marketing techniques to library and
information centers. The article discussed libraries as non-profit organizations
have three constituencies: clients to whom they provide services, the parent
institution form whom they receive funds and donor agencies. Market philosophy
required that library management focused on the identification of patrons‟ needs
rather than library needs. The understanding of the nature of information,
information needs of human beings, the transfer process between people and
information will ensure that the information mangers will market their information
services as well as providing an effective library and information service.

Doherty et.al.46 conducted a study on the not-for-profit sector by analyzing

marketing development in the British public library sector. The study presents a
summary of the nature and extent of marketing development in the library services
sector. It continued by addressing the issues of why some local authorities
undertake a high level of marketing activity, while others do very little. A wide
range of potential influences on the degree of marketing activity both at the macro
and micro level was empirically analyzed. The study concluded that the level of
marketing activity was highly influenced by both the range of services offered by
the local authority and the presence of a marketing function within a specific
organization.

Weingand47 pointed out that in the new millennium libraries must developed
creative problem solving strategies, if they were not only to survive but also to
thrive. Societal change, technological development and economic retrenchment all
pose significant challenges for libraries. The study proposed that the former
positive and comfortable attitude toward libraries no longer holds, and that
marketing must be added to the managerial tool box so that libraries can become
client-centered and client-focused institutions. It also presented marketing
37
components in the context of a customer orientation and addressed serious
questions such as how can the use of marketing principles improve the
management of libraries? How can marketing help library staff to serve their
clients more effectively? Is marketing a trend in a long series of trends that may
be popular today but fade into history tomorrow? What is the point of expending
staff time and energy on yet another learning endeavor?

Edwards48 in an article stated that in order to serve the users in a better way the
public libraries were increasingly embracing customer oriented marketing
philosophy. He suggested that a market oriented public library recognize the
diversity of users as well as potential users and attempts to segment their market
according to the type of use, motivation for user or the perceived benefits
obtained. The author substantiated these arguments with the support of the
findings of a multi staged study conducted in Australia, which investigated the
attitude of the general public towards the public library and the role of these
attitudes in predicting intentions to use the local library. The study revealed that
the efforts of those libraries employing market orientation were appreciated by the
public.

Chang and Hsieh49 in a study explained that public libraries with well established
library systems have flourished in Taiwan during the past four decades owing to
economic prosperity. But it was found that only less than one-tenth of the
population in the community served by those libraries had registered as library
users. This relatively low level of use by customers may be due to a lack of
awareness of the services that the public library has to offer. The study proposed
an effective approach to designing marketing strategies to incorporate marketing
channels, corresponding communications, messages and service quality
dimensions, in order to promote the use of library service, and thus change the use
pattern of current customers.

Kvaran50 in a research paper reported the result of a research on marketing and

related issues. The data collected through an interview with the directors of five
public libraries, serving fifty four percent of the population of Iceland. The study
revealed that the services offered were mostly traditional and a few libraries
38
provided specialized information services. The study also gave reasons for the
lack of emphasis on marketing and public relations and offered valuable
suggestions for improvements.

Renborg51 argued that the idea of marketing library services was not new to the
library world. The paper showed the development from wishes to improve
personal relations between librarians and the „common man in the street‟ into
planned extension work and public relation. It also stressed the importance of
marketing a library service before measuring library performance. The study dealt
with the period from 1876 to 1970‟s.

Taher52 conducted a study in American Studies Research Centre (ASRC),

Hyderabad to assess the marketing activities. It was based on the surveys
conducted by Renold Chepman in 1985 and S D Vyas and D Sudarsana Reddy in
1983 respectively. The two surveys were carried out on by questionnaires within
ASRC to ascertain a general user response about all activities/ services and about
use patterns of journals and non-book materials. The growth of ASRC in terms of
its users, books and book use (lending) covering a period from 1966 to 1986 were
provided. The study revealed the need for segmentation of users and promotional
methods will enable the marketisation process and ultimately result in efficiency
in document delivery. The study also identified systematic information collection
procedures, formal methods of encouraging inquires/ complaints/suggestions and
above all a periodic adjustment of product and policy consistent with feedback
obtained from the market place can definitely make ASRC a good market for its
resources/products.

Bhat53 in a research article narrated the marketing efforts of the British Council
Library network in India. The objective of marketing approach was to maintain
excellent customer relations for providing quality service. Customer interactions
were carried out on a regular basis to ensure their involvement in the product and
service design. The customer interactions were by means of members‟
programme, questionnaires, surveys and suggestion box. The libraries employed
promotional techniques such as mail shots, direct distribution of publicity
materials and publicity through press and advertising in order to increase the
39
customer base. Extension activities such as lectures and seminars were organized
at regular intervals to attract the target customers to the library.

Cheuk54 in a study described that marketing approach was a customer-oriented

approach and attempted to design education programmes for undergraduates in
academic libraries with a marketing approach. The study showed that
undergraduates do have needs for user education programs but that existing
programs were not well designed to meet their needs. Suggested that if librarians
can better understand undergraduate‟s needs by redesigning existing user
education programs by setting realistic marketing objectives, they can be better
served. The study presented models and theories that help to understand
undergraduate needs and the factors affecting those needs. The study concluded
that it was unrealistic of librarians to serve undergraduate‟s needs. Effective
segmentation was therefore necessary to identify realistic segments to be targeted.
Subject based segmentation was suggested to be an effective means for effective
information services.

Lozano55 made a brief review of the concepts, connotations in the area of

information services, tried to stress the implications of being „customer‟ oriented
as the most important component of marketing. A model to measure the level of
the library‟s orientation towards its market-as perceived by its managers-was
presented. It was designed taking into account the models that major specialists
prepared in order to evaluate marketing activity in companies. It should allow
librarians to establish to what extent the library was properly user oriented and, at
the same time, what specific marketing related aspects it was failing in or should
improve at.

Tadsad and Talikoti56 surveyed the users of the city central library of Gulbarga.
The objective of the study was to find out the extent of awareness and utilization
of products, services and facilities provided by the library. The data was collected
through a structured questionnaire and interview. The study revealed a significant
proportion of the users are unaware of the products, services and facilities of the
library. The study emphasized the need for organizing regular awareness
programmes to increase the optimum utilization of the resources, services and
40
facilities of the library. It demanded the need for organizing regular user
awareness programs to increase the optimum utilization of its resources.

Brewerton57 in a paper described the marketing activities of the Oxford Brookers

university library. A group of professionals deputed from various departments to
bring marketing orientation and controlled the marketing activities of the library.
Services were designed according to the requirement of the user group. Data
collection techniques like suggestion forms, questionnaire and informal feedback
were used for the purpose. Adequate training was given to library personnel to
ensure proper coordination of marketing activities. Library newsletters, electronic
publications and informal networks were employed for communication with the
users. Efforts were also undertaken to raise the profile of the library inside as well
as outside the university by publishing and promoting the library in all academic
forums. Development in the field of marketing was keenly observed and
incorporated on a regular basis in the working practice of the library.

Webber58 argued that the increasing trend for business schools to focus on
marketing tangible products to customers makes it increasingly important for
future information professionals to learn about services and business to business
marketing. The degree to which marketing is taught in UK library schools was
investigated in a survey conducted in summer 2001, of the extent to which library
and information services marketing and quality management were being taught as
part of the curriculum. The study was to companion to ones covering the situation
in North America and in Brazil. The UK survey, all the library
associations/institutes of information scientist‟s accredited courses were mailed.
Questionnaires were sent to head of the department in of the 17 institutions with
relevant courses, where respondents were asked whether they regularly offered
classes in marketing library and information services and the management of
service quality. The survey revealed that there has been steady improvement in the
teaching of marketing of information professionals over the years, but that the
change is taking place slowly.

Boady-Preston59 made a study to identify the extent to which internal marketing

situations adopted by public libraries and to investigate managers views of
41
internal marketing as a strategy, and the extent to which they believed it to
contribute to the success of a library. A sample of six London public library
authorities were chosen for the survey, consisting three inner London and three
outer London library authorities. Data collected through semi-structured
questionnaires, unobtrusive observation and an analysis of mission statements.
The result showed that a planned internal marketing program may help to improve
the success of library services. The libraries surveyed appeared to lack both a
clearly defined marketing orientation and the strategies to deal with resistance to
change. It also suggested that for the successful implementation of internal
marketing organization need to address existing weakness and the library
managers need to overcome resistance to change.

Cuesta and McGovern60 in a study emphasized the importance of identifying

needs of specific populations and offered advice regarding how to focus
marketing efforts for specific groups. The paper includes a checklist to analyze a
library‟s efforts from a diversity perspective; the list covers library planning,
collections, programs and services, publicity and media relations, and staff
development. The main message of the study was to examine early on, as part of
planning endeavors, how a library can reach out to diverse populations. This
article offered guidance for libraries of all stripes.

Gupta and Jambhekar61 in a paper advocated libraries incorporate elements of

client or customer orientation to serve users and thus become market driven in a
real sense. The study attempted to describe what customer focus was all about and
how quality, customer contentment and marketing were closely related. Made
certain creative suggestions that can be adopted in library and information centres
for the successful implementation of marketing.

Nkanga62 conducted a study of selected information providing institutions, in

particular special libraries in Gaborone, Botswana. The main objective was to find
out if special libraries and information officers in Gabarone market their services
and whether well planned marketing services were being implemented. Data
collected from chief librarians of special libraries by using a well structured
questionnaire. The study revealed that a majority are in favor of marketing their
42
services to their users. But in practice, very few libraries undertake formal
marketing planning and prepare marketing plans. Promotion is the most
commonly used element of the marketing mix. However, library marketing can no
longer be confined to this one element. The whole range of marketing activities
needed for the effective management of special libraries. It was only thorough
planning, as advocated by the Kotler-Andreasen-Keiser approach, that marketing
will cease to be equated with promotion and take on its full potential as a vital
management tool.

Torres63 conducted a research study of marketing information services. The study

addressed how marketing efforts were integrated into training programmes for
information professionals. What is done to promote the integration of marketing
techniques in information service management and which marketing techniques
were used to understand the environment of the service, meet the needs of the
users and non-users, optimize services and communicate effectively with the
various sections of the public.

Adeloye64 in his research paper how to market yourself and your library
organization explored how information professionals and librarians, particularly
those referred to as “one-man bands”, can ensure a vibrant use of the library and
information centre in their organizations. The author noted that more often than
not, lone information professionals and librarians believe the argument that
because they were not trained to „sell‟, there was no point for them to market their
units. But, as the author argued, lone librarians, and indeed all involved in the
profession, should embrace marketing as an ally and use it to promote their work
in a structured way both within and without the organization. A number of
practical ideas are presented to ensure that information and library units justify
their existence with an organization.

Rajesh Singh65 in his article discussed the shifting paradigms and emerging issues
in the library and information service profession, which influence the services
provider- customer relationship. For long-term survival and growth, libraries and
information centers need to build, develop and maintain a relationship with their
customers. The foremost challenge witnessed by the library mangers was how to
43
provide easy and quick access to information products and services without
compromising service quality while maintaining customer focus at the same time.
A relationship marketing approach, initially involved in Scandinavia, was
suggested as a way to build relationships with the customers. Some experiences
drawn from a pilot study conducted in Finnish libraries had been interpreted in the
framework of a relationship marketing approach. The key issues raised were how
relationship marketing principles can contribute to developing relationship with
customers in the library and information environment. The study stressed the need
for building relationships with customers to meet their ever changing various
needs, wants and demands. The article concluded by stating that today libraries
need relationship marketing and a focus on quality were now essential elements of
our work in information services.

Rowley66 in an article on information marketing seeks to encourage information

professionals to take a critical perspective on the nature and practice of marketing
as it relates to information-based products and services. The seven questions
posed by this article were: what is marketing? What is information marketing?
Are you marketing or selling? When does marketing and the service delivery
begin? Is it possible to brand an information service? Is it possible to „make
friends and influence people‟ through a screen? Does marketing have any
impact?.The exploration of these questions will address the marketing of both
digital information products and services such as electronic journals, portals,
library web pages, and more traditional information services, such as lending of
books and other media, services for specific groups such as children and user
training. From the academic perspective the exploration of these questions
supports the development of understanding of the nature of information
marketing. For practitioners, suggested some of the questions that marketers need
to be prepared to answer. The article reached beyond the “how to” of the
marketing of library and information services towards an analysis of some of the
key theoretical questions relating to information marketing.

Harrison and Shaw67 discussed the result of the study conducted to investigate the
adoption of the marketing concept through personnel employed in a public library
in Victoria, Australia. Data for the study was collected from a series of staff group
44
meeting with the participation of all employees. The theme of the discussions was
focused on how individuals and groups in the library service perceived and used
marketing in their day-to-day work. They also discussed the various topics like
role of marketing elements of marketing mix and the influence of marketing
strategy. The discussions were recorded on audio tape and necessary notes were
taken. The data was analyzed using a semi fixed grid method to determine key
themes and topics. The research found a number of factors that could be
instrumental in the successful implementation of the marketing concepts in public
libraries.

Norris68 in an article identified the ways in which academic libraries are doing
marketing and suggested how they can do it better. For instance, Norris suggested
taking advantage of patrons' needs and creating services not likely to need much
marketing. Also presented information and insights geared to marketing library
services to the millennial generation, "born roughly between 1982 and 2002".

Jenness69 conducted a survey in a variety of small academic libraries to discover

what ideas or tools they used for promotion and marketing focusing particularly
on those which can be utilized with minimal outlay of time and money. The
objectives of the study were: to discover and compile marketing ideas used by
small academic libraries; to determine themes and trends within existing library
marketing and promotion practices; and to enable other libraries to more
effectively market themselves by using tried and tested promotional tools and
avoiding those shown to have little or no impact. Data collected from the
librarians of small academic library which serves a student population between
1000 and 5000 in both private and public universities and conducted follow-up
interviews via e-mail or telephone. The survey found that there exist a wide
variety of useful methods for library marketing which can be effective and
inexpensive.

Mi70 argued that librarians and digital resources can play a critical role in today‟s
students life long learning. Marketing is the key to the success of the library and
listening to customers is the key to the marketing. The purpose of the paper was to
examine the role of marketing to new generations of library users. It reviewed
45
classical marketing texts and current user studies for applicability to library
service. The study found that libraries can apply classic marketing principles to
attract and better serve the new generations of users. Although libraries no longer
have a monopoly on information sources, libraries do offer value-added services.
By understanding the users and their contexts, it proposed various strategies of
value to market librarians and library resources.

Sen71 conducted an exploratory research as part of a study into the value and
relevance of market orientation as a strategic option for library managers. The aim
of the study was to define the concept of market orientation relative to the library
sector. A series of focus groups and field interviews were carried out in order to
validate the established constructs of market orientation prevalent in the
management literature. Focus groups were used to gather data from librarians
working at different levels in two different sectors- academic and public. Senior
library policy makers were also interviewed. The object was to gain an indication
of the breadth of opinion across sectors. The data were coded and analyzed using
a taxonomic map developed during the study. The study found that marketing
orientation is a concept that library professional see as being valuable, library
mangers defined market orientation in the same way as the concept is defined in
the management literature. Their understating of the concept is developing.

Vinod72 conducted a study in seven university libraries of Kerala to identify the

degree of marketing orientation in information dissemination activities. The study
conducted on a sample of 813 users by using a structured questionnaire. The study
found that the level of communication and co-ordination activities in the
university libraries in Kerala were moderate. The level of intelligence generation
among the university libraries in Kerala was also moderate. The study revealed
that the university libraries in Kerala have a moderate degree of marketing
orientation in their information dissemination activities. The management of the
university libraries in Kerala had given a reasonable degree of importance to the
user needs while offering their services.

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2.4 Marketing Strategy

Marketing strategy is an overall statement of the activities to be carried out in

order to achieve the aims and objectives of marketing. Marketing strategies
applied to the information products/services, in a way similar to that used for the
promotion of commercial goods and services, can alleviate to a great extent the
problem of non-utilization of products and services offered by the libraries and
information centres.

Michael73 formulated a strategy for marketing the information products and

services of the Water and sanitation Information and Documentation centre
(MAJIDOC) of the Water Resources Institute in Daress Salaam, Tanzania. The
paper discussed the market environment, resource requirements and objectives of
marketing strategy and presented an action programme involving internal and
external promotion through various types of media and activities. A budget plan
for the implementation of the strategy was also appended.

Toit74 suggested that in determining an overall business strategy for an

information service, management has to develop a product portfolio strategy for
decision making on the main applications of current products. Portfolio analysis is
an integrated planning technique for establishing the strategic role of each product
on the basis of growth of the product in the market and its market share compared
to that of competitors. The paper described two portfolio models that have been
developed namely the Boston Consulting group growth share matrix; and the
industry attractiveness business position matrix. The paper discussed the four
specific strategies which may be considered for a particular product: growth
strategy; maintenance strategy; harvesting strategy; or withdrawal strategy.

Tilson75 conducted a survey of charging policies and practices in London based

public, academic and special libraries and information services with the object of
establishing which pricing mechanisms were in operation and which services
provided at a fee. The pricing mechanism citied by most of the respondents was
“what the market will bear?” rather than a direct adherence to cost-based prices.

47
The majority of libraries of all types have formalized some sort of differential
pricing scheme in relation to user type and type of usage. There was a high
commitment in academic and public libraries to a basic free level of service.
Regulatory charges are largely the domain of public and academic libraries.
Services acting as candidates for the generation of income differ between library
types, but were mostly concerned with product rather than ideal advice. “Value-
added” work was largely conducted by special and academic libraries.

Lima76 in an article defined market segmentation as a means of responding best to

the needs, demands and interests of the different sectors. Discussed the various
aspects of information products, the life cycle of the product and the marketing
mix in the library and information sector and suggested that personnel might be an
additional component of the marketing mix.

Seetharaman77 recognized a trend towards fee-based information products and

services in many libraries and information centers. Information was treated as a
resource and as a salable commodity. The paper identified many marketable
information products and services which must libraries and information centers
could offer. It also explained the library and information centers could develop
suitable marketing plans, tools and techniques such as product identification,
target group definition etc.

Evan-Wong78 conducted a study on marketing agricultural information services in

the Eastern Caribbean presented a methodology for marketing an information
service effectively. It focused on the market intelligence system developed by the
organization of Eastern Caribbean States‟ agricultural diversification co-
coordinating unit. The methodology developed was based on a strategic approach
to marketing which involves: analysis of the system‟s environment; segmentation
and need assessment of its client groups; an information audit of the existing
system; analysis of market and product opportunities; and the development of
recommendations for a tactical marketing programme and its evaluation so that
the system continued to reflect the priorities of its clients. The developed
marketing strategy emphasized client input adopted by libraries; information
centers and systems wishing to develop and market their services. The study
48
found that dominant theme in the development of a strategic marketing process for
the information services has been the use of proactive and regular client contact in
order to determine the specific needs of the various client groups.

Yanovskii79 in an article pointed out the emergence of a new market for

information products and services and examined the role of marketing in
supporting the growth of that market. Also explained how marketing techniques
can be used to analyze market conditions, promote new information products and
stimulate demand.

Rowley80 studied the central role of pricing strategy in determining the future
characteristics of the information market place. The study focused on three of the
four variables in the marketing of electronic databases: product, distribution and
price. The fourth variable promotion was omitted. It discussed the product
variable in terms of the nature of information as a product and its value,
consumption, dynamics, life cycle and individuality. Considered the distribution
variable in terms of three potential distribution channels: CD-ROMs; data
networks; and facsimile transmission; noted that many producers were still
involved in printed products. Discussed the prices variable by considering five key
approaches to pricing: pricing according to value, pricing for full cost recovery,
marginal cost pricing and free distribution of services. Analyzed the pricing
structure for online searching of external databases (subscription charges, discount
plans, volume purchase and print charges, telecommunication charges, charges for
special commands and charges for special services like SDI, statistical reports and
end-user services).The paper presented a seminal analysis for CD-ROM
databases. The study suggested the complex and chaotic information market place
may be alleviated by standardization in pricing structures for products such as
CD-ROMs and research which seeks to link the factors that influence pricing
structures to a more closely defined model.

Banun81 studied the marketing of Information Technology (IT) products and

services though libraries based on the Malaysian experience. The paper discussed
the Malaysian‟s government plan to transform the country into digital nation and
how libraries can play their strategic roles in making IT products and services
49
easily accessible to the community. Marketing IT products and services that
benefit the community at large are some of the strategies that libraries should
consider in order to improve their services in the digital era. Marketing strategies
of IT products and services act as the driving force in achieving quality library
services that meet information needs of the community. In developing marketing
strategies, the author discussed the need to undertake environmental analysis to
determine market trends that have major influence in the information need of
library customers, conduct market research before marketing programs can be
introduced, develop marketing strategies through forward marketing and reverse
marketing, and finally suggested to institute a monitoring and review system in
order to maintain continuous customers‟ satisfaction of services offered by
libraries.

Rama Patnaik82 in his article relevance of marketing for library and information
centers discussed the task of marketing in profit and nonprofit organizations and
the deteriorating scenario of libraries and information centers. The paper
explained marketing concepts, techniques, analysis, research, market
segmentation and user studies. Identified various segments with varying specific
needs and want to be tackled by designing a marketing programme. The study
emphasized the application of various methods like marketing mix, evolving tools
of product, price, promotion and proper marketing audit for developing marketing
strategy to be undertaken by libraries. It demanded quality management
programme for the success of marketing in libraries.

Robinson83 in an article offered advice on strategic and tactical approaches to

marketing new business libraries or information services, based on the authors‟
personal experiences in setting up new information services. The focus was not
restricted to the mechanics of marketing processes but was more concerned with
ways of winning the hearts and minds of prospective clients and moving from a
more traditional transactional relationship with users to a more consultative one. It
suggested six rules to guide practitioners, with the provision that those were the
core ones that worked for the author and that those could others equally valid:
segment the service‟s market; adapt the products to make them relevant; define
and position the services; build relationships; understand how people work; and
50
manage expectations and maintain momentum. The study concluded that the
underlying consideration governing all those rules was the shared values held
throughout an organization and that those can provide a powerful driving force
and focus for all its actions. Understanding the organizational culture and the
critical business drives was the key to adapt and develop the information services.

Jackson84 reviewed the experience of marketing a hybrid library project in an

academic library, drawing on the mainstream literature of marketing. The paper
commented on the provision of a quality product, promotion of the interfaces,
selection of the right time for promotion, and the use of a variety of methods to
attract users. It emphasized the need to involve all members of a project team in
marketing and to evaluate the marketing strategy. Feedback from the academic
library and information science staff and users, were recounted and suggested
various plans for future development. It concluded with an advice to information
and library professionals to develop marketing concepts and techniques to survive
and prosper the services.

Ward et.al.85 in a study argued fee -based information services offered research
and document delivery services to non-primary clientele on a cost-recovery basis.
The study highlighted the services at the University of Colorado, Bouider, Rice
University and Purdue University. It explored the major financial considerations
involved in starting new fee-based service, including planning, staffing, pricing
and marketing. It also related several special opportunities to which the libraries
could not have responded without having had existing fee-based service with
experienced staff in place. The study also examined the internet opportunities as a
marketing tool.

Ekpenyong86 conducted a study of the marketing and promotion of information

services in the University of Ibdan Library in Nigeria , now known as Kenneth
Dike Library. It was a case study on the need to market information services to the
target markets that are already available, namely: Lectures (teachers, researchers)
students (undergraduates and post graduates), administrators and others (including
national and international researchers). The analysis based on the statistics
available from library records revealed that the library system has a big problem
51
of reaching out to its target users. Lack of an effective marketing strategy of
library resources had been found to be the main reason why targeted users-
university teachers, researchers and students-are not using the library as they
should. It was found that less than a quarter of these targeted users register
annually in the library. A more aggressive marketing strategy has been set in place
to sensitize users to the wealth of information resources available in the library.

Neuhaus and Snowden87 in a study argued that without effective public relations,
academic libraries may appear less relevant and less necessary to future
generations of students, faculty and administrators. The study was based on the
survey conducted by the library marketing committee created in the University of
Northern Iowa campus in 1991. The aim of the committee was to heighten
administrators, faculty and students awareness of the resources and services of
Northern Iowas‟ Rod Library. The Marketing committee was charged with
helping administrators, faculty and students to realize what the librarians already
know-that the library is capable of galvanizing, nurturing and supporting the
research of the University community. During 2000 and 2001 various marketing
efforts and experiments were employed by the committee including promotional
newsletters and e-mail postings, students surveys, co-operative marketing studies
conducted with marketing students, participation in student and faculty
orientations and creative advertising via library pens, library shirts, online library
newsletters and sidewalk slogans. The study suggested that even though the
results from those experiments are encouraging significant time, effort and money
should be expended in marketing a library. Also market research will be
conducted more frequently to determine the effectiveness of current library
resources and services, the success of various marketing approaches and evolving
demands and needs of the university community.

Sharma and Chaudhary88 conducted a case study of All India Management

Association Library (AIMAL). Data collected from the internal records of the
organization. The marketing activities of AIMAL were carried out according to a
well prepared marketing plan. The various stages in their marketing plan were
product planning, pricing of products and services, promotion, new product
planning, market research and preparing the organization to meet the future
52
challenges. The revenue generated showed a positive result of marketing oriented
approach in the management of AIMA Library.

Angus and Oppenheim89 conducted a study of the characteristics of brand names

used in the marketing of information products and services in internet related
services in the University of Loughborough. More than 600 brand names across
three different categories of online information services were analyzed. The
analysis took the form of both an objective individual analysis and a questionnaire
analysis of brand names. For the individual analysis a list of 100-300 brand names
for each of the three categories on information services was obtained. Names were
picked at random from standard reference sources and brand names were then
analyzed in terms of their linguistic characteristics. To test whether or not the
most frequently occurring characteristics employed by the list of brand names
were indeed the ones which would allow users to distinguish, with a minimum of
effort, the information services which would be of most value to them, three
questionnaires were designed. These were distributed to 530 staff and students at
the University of Loughborough. Results suggested that the most frequently
occurring brand names characteristics of online information services were not
necessarily the most effective in allowing users to distinguish the services that
would be of most value to them. Three frameworks were suggested for the future
branding of online information services.

Brodsky90conducted a study in Sonoma State University Library argued that while

most college campuses have strong support for the libraries, as competition on
university campuses for limited financial resources sets tougher, support for
libraries can be more theoretical than actual. Library users were unaware of the
complexity of and expenses required for library services. Not only must libraries
compete for limited financial resources, they must also compete in a complex
information market place. Today, libraries must market themselves to their
constituents to ensure that services were utilized and appropriate resources were
allocated for all formats of library materials. The study found that by committing
to a strong marketing program, the University Library at Sonoma State University
developed strategic plans to gain broader support from faculty, students,
administrators and greater use of services. Libraries wishing to explore the
53
possibility of integrating marketing efforts or libraries in the process of a move
can adopt and/or adapt some of these techniques.

Kumbar91 in his article recognized the value of marketing library‟s products and
services and listed the basic steps for marketing library and information services.
The libraries in Asia have been traditionally under- funded. But the information
age is starting to change all of that. The technology is already superb and has been
greater potential but needs the wisdom of older minds that are trained and have
built a lifetime of experience in making sure people get the information they need.
Librarians are quickly responding to the challenges and are making sure they get
their share of the information age financial largesse. Marketing in libraries has
gone beyond special days and book displays. The paper argued that the library
staff needs to develop and formalize their own marketing strategies and it is high
time to give the marketing function as a priority within our library duties. It also
listed the difficulties to market library and information services.

Manorama Srinath et. al.92 pointed out that marketing of information was one of
the stages of information management and explained digital information
marketing as the process of popularizing the information resources, which were
repackaged in various digital formats among the existing users and as well as the
potential users. The article also explained the various stages of marketing of
digital information, the difference between printed product and digital products,
possibilities to introduce digital information marketing in libraries and the tools to
be used for designing digital products. It concluded with the technical limitations,
less possibility of protection of intellectual property right and worldwide
competition in the digital information marketing.

Rajyalakshmi and Waghmare93 discussed the concept of marketing, need for

marketing of knowledge products and services in libraries in the present context,
the activities which can be undertaken for marketing; different products which
become financial resource generators for libraries. The ways and means of
promotion; different methods of generation of finances in libraries, and some
examples of charges collected for knowledge products and services were given
and methods for price estimations for different services and products were
54
discussed. It concluded by suggesting electronic information infrastructure has a
great potential which the librarians and managers of information centers can
utilize and become the potential finance resource generators for their
sustainability, which will affect on growth and image of libraries and information
professionals in India.

Adeyoyin94 in his research paper aimed to focus on marketing of library and

information services and attempted to correlate marketing as a concept to the
provision of library services. In this study the user groups were identified with
library classification. The study highlighted library management in relation to
marketing its services and products. In view of the social, economic and
technological changes, the study advocated a paradigm shift from the traditional
marketing system into a more vibrant and dynamic, strategic marketing of library
services and products. It concluded that a major marketing campaign is necessary
to increase awareness and educate the library users about available library
resources. This crusade can be further strengthened by the provision of the right
service at the right time and the right price to the right users in the right place
while supported by a quality management team.

Bridges95 in an article stated that marketing is an essential role for hospital

libraries, even though many libraries did not see themselves as marketers. Library
work involved education, and there were parallels between marketing and
education as described in this article. It was incumbent upon hospital librarians
actively to pursue ways of reminding their customers about library products and
services. This article reinforced the idea that marketing is an element in many of
the things that librarians already do, and included a list of suggested marketing
strategies intended to remind administrators, physicians, and other customers that
they have libraries in their organizations.

Mahmood et. al.96 conducted a study to find the potential for fee-based library and
information services in Pakistan. The aim of the study was to find out and analyze
the opinion of library leaders about various fee-based services with special
reference to Pakistani libraries. The main objective of the study was to identify
which library services could be provided on a fee-based model in Pakistan.
55
Surveyed experts in Pakistani libraries, a questionnaire were administered to
determine both the type of library services that could generate revenue and the
viability of charging for library services. Perceptions of library leaders were
gathered through interviews. The study found that library experts in Pakistan were
in favor of charging fees for library services. Out of the 32 identified information
services 12 were identified as excellent candidates for the fee-based model.
Another 16 were identified as having a better than 50 per cent chance of „success‟.
The study finally identified a minimum of 28 library services that may generate
funds for Pakistan libraries if they are changed to a fee-based model.

Helinsky97 in a paper argued from a marketing point of view why it should be

involved in all library routines. The article gave an insight in marketing in the
library. It showed why marketing is necessary and how the competition was
growing even in our surroundings. It also narrated the difference between internal
and external marketing in library and information centers. The paper discussed
some marketing tools, which are especially suitable for libraries. It also
emphasized that everybody at the library should be involved directly or indirectly
in the marketing.

Kim and Park98 made a marketing analysis of reference and information services
in Korean libraries. The objective of the study were to measure the extent of 7Ps
marketing mix adopted by Korean libraries and to compare its performance
between public, academic, special and school libraries and to identify the
marketing activities of Korean libraries. A questionnaire survey was conducted in
197 libraries. The data analyzed using SPSS 12.0 for windows. The study found
the 7Ps marketing mix performed relatively well except price, special libraries
performed best among four groups in the 7Ps marketing mix followed by
academic libraries. The majority of Korean libraries provided their reference and
information service through the combination of on-line and off-line methods. The
most popular distribution activities for the off-line reference and information
services were the visit and by telephone while the on-line service were e-mail and
electronic board. Also home page seemed the most popular tool for promotion of
the reference and information services in Korean libraries.

56
Sahu and Mahapatra99 in a paper discussed the application of conventional concept
of services marketing in digital library in modern era. The aim of the study was to
correlate marketing as a concept to the provision of digital library services. It
argued the unique characteristics of information products demanded a new
approach to marketing defined as information marketing. In view of the social,
economic and technological changes, library and information centers have begun
to realize that marketing of information products and services is an integral part of
administration. On account of information explosion, the technological revolution
and escalating library costs were responsible for encouraging the library
profession to develop a professional marketing approach in its operations and
services. The paper discussed the concept of conventional services marketing
system as they are affected in digital library services. The concept would help to
provide right service at right time and the right price to right users in the right
place with support of quality staffs. The paper also provided useful information on
the marketing of digital library and information services.

Song100 conducted a survey for developing marketing strategies for the Business
and Economics Library (BEL) at the University of Illinois at Urbana-Champaign
(UIUC) and was designed to answer the following questions: Should BEL develop
marketing strategies differently for East Asian business students? What services
do graduate business students want to receive from BEL? With whom should BEL
partner to increase visibility at the College of Business? Marketing research
techniques were used to gather evidence upon which BEL could construct
appropriate marketing strategies. A questionnaire was used with graduate business
students enrolled at UIUC. The survey consisted of four categories of questions
such as demographics, assessment of current library services, desired library
services and research behavior. The data were analyzed using descriptive statistics
and hypothesis testing to answer the three research questions. The study found
that East Asian business students showed similar assessment of current services
such as non-East Asian international business students. It also showed that
graduate business students had low awareness of current library services. The
business Career Services office was identified as a co-branding partner for BEL to
increase its visibility. A marketing research approach was used to help BEL make

57
important strategic decisions before launching marketing campaigns to increase
visibility to graduate business students at UIUC.

Spalding and Wang101 conducted a study to explore the value of marketing

concept in academic libraries and how marketing concept is applied in practice to
marketing academic library services through the experiences of academic libraries
across USA. The study focuses on using marketing as a managerial tool to
accomplish strategic organizational goals and objectives, discussed challenges and
opportunities in academic library marketing. It presented examples demonstrating
innovative methods that academic libraries have used to market their images and
services and offer suggestions for developing marketing plans and strategies. The
study found that market research allows libraries to understand better the points of
view of their student and faculty library users, as well as the perspectives of
campus administrations and the community external to the college. It also
revealed that library is more successful in gaining visibility and support for tits
efforts and library users are more successful in marketing the best use of the
services available to them to meet their academic and research goals. The study
offered practical solutions for academic libraries in the global community.

Wenhong102 studied the marketing and service promotion practices in the Library
of Chinese Academy of Sciences. The objective of the study was to call for
application of marketing in the library area, especially libraries supported by
public budget based on the experiences within the library of Chinese Academy of
Sciences. The paper gave a summary of the current situation, analyzed problems
and suggested new methods. It explored and evaluated the use of marketing tools,
service promotion experiences and new techniques in a large library context and
explored the boundaries between real and virtual libraries and service provision. It
was a case study of service provision promotion practices, discussed user-centered
website design, and how market-oriented problem solutions can help to enhance a
library‟s customer relationships.

Alire103 in an article aimed to dispel the perception that academic libraries do not
need to market their services and resources; to acquaint academic librarians to the
concept of word-of-mouth marketing academic library success story. It included
58
an introduction to the concept of word-of-mouth marketing and its application to
academic libraries. Also included how one academic library successfully
employed this marketing technique. The paper demonstrated the experience and
success story of the University of New Mexico (UNM) libraries‟ in word-of-
mouth marketing strategy and how it was used to further the services and funding
of UNM libraries.

Garusing Arachchige104 conducted a study to identify the role of libraries in Sri

Lanka for the process of improving lifelong learning and identify strategies
applicable from the e-marketing concept. Use of the web pages as a marketing
tool among university libraries were examined by logging onto the homepages of
respective libraries of government universities. Contents, strategic links, and the
accessibility of these home pages were explored. The study was not a
technological exploration but a view in a marketing perspective and was based on
the assumption that web pages can be utilized in university libraries to interact
with users, conduct live communication with them, develop information skills
among users, and disseminate information directly to relevant individual or group
and the success of this process leads to the proliferation of lifelong learning.
Thirteen home pages out of fifteen were logged on. Almost all the pages have
given priority to include contact details, history, general procedures of the
respective library, online public access catalogue, staff details, and free electronic
resources etc. Nearly 50% of libraries have made worthy attempts to link the page
with other libraries and information resources available outside but some of the
links were not updated or associated with errors of linking. A few libraries have
made satisfactory attempts to include subject gateways. Lack of authority,
limitation of know-how technology, untrained staff, and limited infrastructure
were seen as barriers.

Mu105 conducted a study to suggest strategies for marketing academic library

resources and information services to Asian International students and to study the
challenges faced by reference librarians dealing with Asian International students.
The study based on the fact that when compared with those from a western
culture, the Asian students were not as knowledgeable about the library resources
and information services in an academic setting. The data collected through the
59
personal experiences and observations as an international student‟s information
librarian who works closely with international students. Surveys were used to find
out whether Asian International students had experiences of using academic
libraries; and whether they are aware of the services and resources available for
their study on a western academic setting. The study revealed that libraries need to
market their services and resources proactively to Asian international students
who were not familiar with the services and resources in a western academic
library. Reference librarians need to consider these learners characteristics,
language proficiency, learning styles and their subject of interests so that the
teaching methodology and examples used were effective with those students.

Robinson106 in an article suggested six golden rules for marketing information

service successfully based on the personal experience of the author in setting up a
new information service. It offered advice on strategic and tactical approaches to
marketing new business libraries or information services. The focus was not
restricted to the mechanics of the marketing processes but was more concerned
with the ways of winning the hearts and minds of prospective clients and moving
from a more traditional transactional relationship with users to a more consultative
one. The six rules to guide the practitioners were: segment the service‟s market;
adapt the products to make them relevant; define and position the service; build
relationships; understand how people work; and manage expectations and
maintain momentum. The paper concludes that the underlying consideration
governing all these rules was the shared values held throughout an organization
and that those can provide a powerful driving force and focus for all its actions.

Schmidt107 in a study aimed to highlight some of the changes occurring in the

information environment and suggested ways of marketing library services
effectively to today‟s users. Marketing concepts are explored in the paper,
focusing on a clear understanding of users, the library‟s products, and the
appropriate place for service delivery, an appropriate pricing strategy and
effective promotional strategies. Promotional strategies which are being used
effectively by some of the commercial organizations as well as approaches being
developed by some libraries are highlighted. Practical hints are provided so that
libraries can ensure that their missions of ensuring that every book has its reader
60
can be accomplished in a new age of access to information in real books and
journals and other information resources. The study found that libraries no longer
operate in a “come and get it” environment and new ways of outreach are
described which ensure that librarians are out amongst their communities, creating
an awareness of the services available and ensuring effective use of resources
through a variety of approaches used in university libraries in Australia and
McGilll University in Montreal, Canada.

Baltes and Leibing108 in an article aimed to give an introduction to „guerrilla

marketing‟ principles and discussed its suitability for information services. The
paper examined whether guerrilla marketing strategies may be suitable for
introducing information services. The necessary prerequisites for that were
explored based on applying cross-case analysis findings from industry examples
to information services. It was based on a conceptual framework illustrating
differentiating and positioning hypothesis for information services. It also argued
that guerrilla marketing strategies may be applied for information services
whenever a product-like representation for such a service can be developed and a
link to emotional values be established. Furthermore, for the product like
representation there must be coherent target groups to be identified and relevant
user scenarios be created for them. The paper provided a conceptual framework
related to the question of degree of utilization of information services in their
relevant target groups through marketing efforts. It also provided alternative ways
of thinking and acting for information services by librarians.

Liu and Shu109 made a study to investigate library user‟s needs and promotion
strategies of electronic resources in order to identify the most effective ways of
marketing. The paper argued that for academic libraries to achieve maximum
efficiency in its electronic resources it was necessary to seek the most effective
marketing strategies. Therefore the marketing concept of the electronic resources
should be reader oriented, such as respecting and understanding library user‟s
information needs. The study focused on the students of four colleges such as
College of Business, College of Tourism, College of Information, and college of
Humanities and Social Science in Kainan University. Stratified sampling was used
in the study and a whole class was treated as one unit. The data collected through
61
a well structured questionnaire distributed to 500 students when the class began
and collected by the end of the school day. The study used the Gap Analysis
Model as the main analytical tool to examine cases in which readers/students
show real demands to electronic resources. The results of the study showed that
students who use electronic resources based on needs in many areas, such as doing
homework, researching and writing reports, preparing for exams. Therefore, the
library can market through different channels, such as the use of e-mail, posters,
guided tours, online bulletin, and other educational means. The study concluded
with promotion and marketing strategies with regard to service offerings for the
University libraries.

110
In an article Shukla and Tripathi on new marketing strategies of information
services in university libraries discussed a set of principles in the field of
marketing strategy and various factors that will influence the information market.
It also listed various methodologies for promoting information services of a
university library. The article pointed out that in university libraries, a huge
amount invests on collection development, processing and storage of information
resources. Effective utilization of these resources and services can be achieved
thorough new marketing approach and such tools are assisting in the university in
developing and delivering appropriate services and information products.

2.5 Attitude towards Marketing

Effective marketing is only one of the factors that determine library use. Effective
marketing provides the means by which users are made aware of the services of
the library and their value. Due to the dramatic change of users‟ attitudes towards
information, the necessity of marketing information products and services has
been realized by library officials.

Rajesh Singh and Satyanarayana111 reported the findings of a study conducted in

CSIR libraries in Delhi to find out the attitude of librarians towards different
aspects of marketing information resources. The study also evaluated the
resources, facilities and services of the libraries in a marketing point of view.

62
Separate questionnaires were used to collect data from chief librarians, library
staff and users of respective libraries. It was supported by personal observation by
the investigators themselves. The study revealed that library professionals had a
positive attitude towards marketing of information products and services.
Information marketing was practiced in almost all of the libraries studied and
users were generally satisfied with the services offered. An important finding of
the study was the users‟ willingness to pay for the services offered by the libraries.

Garusing Arachchige112 conducted a study to understand the present attitude to

marketing in special library and academic libraries of Sri Lanka. The basic
marketing performances of special and academic libraries were examined. Focus
was given on the investigation of the understanding of markets/potential markets,
planning targeted services to accurate market segments, identification of
competitive advantages, the application of marketing mixes (4ps‟) etc. to libraries.
It was also aimed at identifying the problems encountered in marketing of library
and information services. Two tentative hypotheses were tested in the
investigation. The sample survey techniques, which involved in exploratory
analysis of primary data related to the problems, was utilized as the methodology
for the study. Structured written questionnaire were the main instrument used for
the gathering of data from 33out of 50 special libraries and 20 out of 22 academic
libraries. Data analysis was completed with quantitative means such as percentage
analysis, arithmetic mean analysis and qualitative descriptions using graphical
presentations. Special libraries and academic libraries of Sri Lanka have a
significant amount of resources acquired and market opportunities available. Yet,
they practice poor marketing. In comparison, marketing performances were more
available in special libraries than in academic libraries. Both types of libraries
have cost recovery capabilities and even profit potentials from their services, if
they undertake proper marketing. Library personnel have very little knowledge of
marketing principles. Lack of trained staff, poor library investments, insufficient
technology and know-how etc. were identified as problems that hinder the practice
of marketing.

Kanaujia113 in the study on the marketing of information products and services by

the Indian Research and Development library and information centers showed that
63
librarians have a positive attitude towards the various aspects of marketing
libraries information products and services. The main objective of the study was
to assess the attitude of CSIR librarians towards different aspects of marketing and
to find out the marketing practices of CSIR libraries. For the survey, data were
collected through a detailed mailed questionnaire along with interviews from the
chief librarian of institutions. A five point Likert scale used to measure the
attitude. The study demanded an increasing user awareness and financial support
for effective and efficient marketing. Instead of scattered approaches and different
styles, a coherent views must be taken.

Shontz et.al.114 studied the attitude of public librarians‟ towards the marketing of
library services. The data collected through a structured questionnaire from
members of the New Jersey Library Association. The study identified the attitudes
of public librarians toward marketing of library services and related the attitudes
to specific variables. Survey results revealed most respondents had not during
their library education taken any marketing coursework, but nearly half had taken
a marketing course or workshop during the previous five years. Results also
revealed that "negative attitudes about marketing may result from a lack of
understanding about, and experience with, marketing techniques".

Kaane115 made a study aimed at providing an understanding of what librarians

thought about various identified marketing concepts and competencies needed for
librarians in terms of marketing. The study based on a descriptive research design.
A self administered questionnaire was designed to elicit responses on a variety of
marketing competencies. The first part of the questionnaire consisted of the
respondent‟s data about their position and type of institution they worked in. The
second part of the questionnaire presented respondents with statements as to their
understanding of marketing for reference and information services. The level of
agreement presented on a five point Likert scale. Data was collected from
information professionals all holding various positions in various types of
libraries. More than half of the respondents were from academic institutions. The
study revealed the vision of delivering an effective reference and information
service efficiently will be realized only when librarians participate in marketing of
their services. Librarians must develop an in-depth knowledge of models, theories
64
and process of market reference and information services effectively. The study
proposed a framework of action to respond to the challenge of staff competence in
marketing reference and information services.

Aharony116 made a research to explore the attitudes of school, academic and

public librarians towards marketing libraries. The main question that was
examined is whether personality characteristics such as empowerment,
extroversion and resistance to change influence librarians‟ attitudes towards the
marketing of libraries. One hundred and fifty-six participants took part in the
study. The research tools included: a personal details questionnaire,
extroversion/introversion questionnaire, attitude towards marketing a library
questionnaire, a resistance to change questionnaire and an empowerment
questionnaire. The most significant finding was the positive correlation between
personal characteristics and attitude towards marketing libraries. The results of
the research emphasized the idea that librarians of all branches should be exposed
to marketing concepts in order to maintain their central position as information
providers despite-and within-the new technologies.

Rajesh Singh117 in a study attempted to find out the connection between the
marketing attitude and behavior of librarians in thirty-three different libraries of
Finland. The key issues examined were those relating to the individual
psychology, attitude and behavior of the library directors on employing marketing
concept in the library environment. It also attempted to examine the critical
factors underlying behind the typical marketing attitudes and behavior. The
research data were collected from autumn 2002 to spring 2003. The libraries were
selected from the home page of Gateway to Finnish Research Libraries which
consisted of 23 university and 10 special libraries in the south of Finland. The
library directors participated as the target respondents in the study. The libraries
were chosen from the diverse subject fields representing different disciplines so
that the marketing cultures of different libraries could be obtained. A semi-
structured interview guide consisting of both open and close ended questions was
created for generating the data from library directors. Based on marketing-
oriented behavior, three kinds of libraries were found: strong, medium and weak.
The study found a positive relation between the marketing attitudes and behavior.
65
It also explored the underlying factors behind the positive marketing attitudes and
behavior and discussed their managerial implications for the librarianship
profession.

2.6 Marketing and User Satisfaction

User satisfaction is most important in library and information centres. It is the

duty and responsibility of the librarian/information officers to provide the required
information to the users. The reputation of the library and information centres is
based on the usage of library services products and resources. Thus, it is important
to identify the user groups and provide them necessary information through
various marketing plans, strategies, and techniques.

Malliah et.al.118 studied the level of user satisfaction with regard to the services
and products offered by the Mangalore University Library. The data collected
through questionnaire and informal interaction with the users. A sample of 575
users was selected including post graduate students, research scholars and
teachers. The analysis revealed that the students‟ community was more aware of
the services and products offered by the library than other category of users. More
than 90% of the users claimed that they were utilizing the library effectively but
majority of the teachers and research scholars were not satisfied with the current
awareness services, interlibrary loan, micro film and reprographic services. The
study also revealed that the users fully satisfied with the organization of reading
materials, physical facilities and user orientation programmes offered by the
library

Leisner119 in a study stated that there was a direct relationship between a good
library and a good company even though, some would argue that one is for profit
and other is not for profit. Each institution wished to achieve high levels of
customer satisfaction. Each wants to enhance the perceived value of their services
and both wants to ensure the survival of their respective institutions. Also, the
reason for marketing was the profit or increased funding resources. Increased
customer satisfaction will result in increased willingness to use and pay for

66
services offered. Marketing offered the opportunity to address changes in physical
facilities, materials and services offered by the library and the quality of
professional help. The paper concluded with the statement that marketing of
libraries will be much more rewarding and effective if it includes the marketing of
librarians and professional library services

Rowley120 in a study opined that all libraries are concerned with customer
satisfaction. A powerful philosophy to assist an organization towards customer
satisfaction was the marketing concept. That involves identifying customer needs
and requirements and then seeking to meet those needs. The traditional role of the
libraries as storekeeper was not consistent with the adoption of the marketing
concept. In addition, the role of libraries as service providers in the public sector
had not led to a focus on marketing. The study reviewed the basic concept
associated with the establishment and implementation of marketing including the
components of the marketing mix. It was proposed that libraries would benefit
from a more direct focus on the marketing concept, with clearly defined marketing
strategies.

Nims121 investigated the application of marketing principles to library instruction

program. The study described marketing concepts involved in designing products
based on user needs and wants. It also examined the role of marketing,
promotional activities and public relations in library instructional services and
discussed some reactions to using those techniques to improve instruction
programs.

Shah122 identified the opportunities for university libraries to earn revenue by

providing information to business and industries. It demanded suitable marketing
techniques based on clientele satisfaction. Motivation to the staff for information
marketing by accepting the principle of user pays for his information needs. The
study suggested developing entrepreneurship quality amongst management cadre
of the library for providing pinpointed information quickly and through an
efficient way.

67
Manjunatha and Shivalingaiah123 conducted a study among librarians demanded
the need to possess more professional and technical skills than before to
understand user‟s requirements. It also emphasized the need to apply marketing
techniques to promote the utilization of library resources and services. Proper
understanding of customer requirements calls for customer surveys on a regular
basis and such reports provided the basic input for designing user-defined
services. The study analyzed the methods adopted by the libraries to understand
customer needs and the perceived barriers to conduct user surveys. The study
revealed that 53% of the respondents were engaged in conducting user surveys
while 47 % of them have not conducted any user survey. Majority of the
librarians, who were conducting users‟ surveys, do it on an informal basis and at
random intervals. The study revealed that the myopic view of librarians on
relevance of the existing services had to emerge as an important barrier to conduct
user surveys. The other perceived barriers such as negative attitude of
management, fear of criticism and inability to implement suggestions. Absence of
alternatives (for users), and lack of expertise and resource constraints had been
disconfirmed by the libraries. The common view held by the librarians were
whatever the service they provide in the library were essential and best in the
interest of the users, and they were aware of their weakness.

Koontz124 in his article stated that measures of the library‟s productivity assess
whether the library was achieving the goals and objectives of its chosen missions.
The paper illustrated the concept of placing performance measures within a
marketing frame of reference that builds upon the main goal of satisfying user
needs. Marketing mandates that all products or services must be developed based
upon knowledge of the characteristics of the potential user market, and diverse
environmental forces that affect service offerings. The satisfaction of user needs
can in part be calculated by the ratio of service output to input, which provided
critical data to use in adjusting the library‟s marketing strategy, i.e., the library‟s
products and services, the price or cost of these to the user, where those will be
delivered, and how the library‟s product and services were communicated to the
user.

68
Rajyalakshmi and Waghmare125 conducted a survey of the faculty, research
scholars and students of Nagpur University to know their awareness level and
utilization pattern of computerized information services provided by the university
library. Data was collected through a structured questionnaire. The findings of the
survey revealed that more than 70 % of the users are not satisfied indicating the
lacunae in marketing efforts of the established services for reaching the targeted
users. The authors emphasized the need for marketing of information services and
products in academic libraries to decide the efficiency and effectiveness of the
services and products.

Joseph and Parameswari126 in their article suggested that information industry has
grown dramatically in service, revenue and coherence over the last decade.
Libraries and information centres have begun to realize the marketing of
information products and services was an integral part of administration,
especially as a means of improving user satisfaction and promoting the use of
services by current and potential users. The three factors namely the information
explosion, the technology revolution and escalating library costs were responsible
for encouraging the library profession to develop a marketing approach in its
operations and services. Also it explained the Information Management cycle such
as marketing activities, principles of marketing management, marketing
techniques, marketing strategy and how to create a market and the professional
skills for marketing. The paper concluded that library acquisition, organization
and dissemination must be based on the modern concept of marketing to achieve
reader satisfaction. It must endeavor to nurture culture of customer service to
enhance its image in the eyes of the users.

Broad-Preston et al.127 analyzed the result of two surveys conducted at the

University of Malta Library, 2003-04 and Lanchester Library, University of
Coventry, 2005-06. Relationships between library staff and their customers were
explored using a customer relationship management (CRM) framework. Focus
groups were used to ascertain customer and staff perceptions of the quality of
library service and the existing nature of customer/ librarian relationship. The
study CRM was a useful framework for analyzing the perceived worth of
university libraries. In the contemporary competitive environment, librarians
69
needed not only to ascertain and meet customer need, but to form active
collaborations with their customers if the true market potential of academic
libraries is to be realized. Good communication strategies were essential for CRM
to be successful. Training for staff and customers in information skill and/or new
systems was an essential element of CRM approach.

Das and Karn128 dealt with the marketing of library and information services in
the global era. The paper discussed about the marketing concept of today‟s library
and information centers covering various topics such as management of libraries
and commitment to customer‟s satisfaction. It also defined the marketing and its
current approach to library and information services at the global level. It also
described customer/user‟s topic such as customers‟‟ priorities, customers‟
expectations, individuality responsiveness, relationships, quality of services,
professional skills and competencies and value added services. The 5 Ps of
marketing mix, i.e. product, pricing, place, promotion and person (staff) have been
discussed. The study revealed that the services should be value added according to
the current requirement of the users. It was concluded that the modern libraries are
information markets and the library users are consumers of information. The
ultimate objective of the marketing of library and information services should be
the dissemination of the right information to the right user at the right time.

Kanadiya129 in a paper discussed various aspects of marketing and user

satisfaction and found that marketing and user satisfaction was closely related.
The application of marketing techniques should improve the library‟s information
service and leads to user satisfaction. The paper demanded the library
management to identify the user needs for efficient information marketing.

2.7 Conclusion

In reviewing the literature on marketing of library and information products and

services a total number of 129 articles were analyzed on various topics such as
marketing concept, market analysis, attitude towards marketing, marketing
strategy, customer satisfaction and behavior, marketing mix etc. from 1977 to

70
2010 . Most of the studies address the marketing aspects in special libraries and
information centres however, few studies on marketing of information products
and services in academic libraries. More than one- fourth of the papers were
published only on conceptual framework of LIS marketing. In addition, the review
of literature reveals that the marketing of library services and products is rendered
a viable tool to create awareness among the users and to decide the efficiency and
effectiveness of the library services and products. The concept of marketing
covers not only buying and selling for financial gain, but also the achievement of
organizational objectives successfully. Most of the studies suggested that the
marketing methods if applied appropriately could make a vital contribution to
library and information work in higher education system.

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