TAILIEUCHUNG - Marketing of Library and Information Services and Products in University Libraries: A Case Study of Goa University Library

The traditional type of distribution system has been steadily replaced, and State-owned and collectively-owned retail outlets declined significantly in share between 1978 and 1990, from nearly 90% to 17%, while private outlets increased rapidly from little more than 10% to about 80% during the same period. There were 67 times as many private outlets in 1990 as in 1978. Today, each provincial or city statistical bureau has an information consultancy office which undertakes market research for both foreign and domestic clients. Some Advertising corporations also provide market survey services. . | Library Philosophy and Practice 2008 ISSN 1522-0222 Marketing of Library and Information Services and Products in University Libraries A Case Study of Goa University Library Dr. M. Madhusudhan Department of Library and Information Science Floor Tutorial Building University of Delhi Delhi-110007 India Contact No. 011-27666656 O 011-27604034 R 09818587229 M Introduction Librarians and information specialists have debated the idea of marketing for the information sector. Several things have compelled us to learn about marketing and begin doing it. Librarianship is experiencing rapid change. Information technology has created a new gateway for information services. Information products and services in a multiplicity of formats have made libraries and information centres more competitive and alert. Libraries are being subjected to significant pressures from the information revolution. The challenges of budget cuts increased user base the rapid growth of material rising costs networking demands competition by database vendors and complexity in information requirements are forcing the professionals to adopt marketing to improve the management of library and information centres. Marketing aims to identify the client base and to determine and fill its needs wants and demands by designing and delivering appropriate products and services. The main focus of the concept is the client and the goal is client satisfaction. Rowley 2001 calls marketing the management process which identifies anticipates and supplies customer requirements efficiently and profitably. Kotler 1999 says that marketing is the process of planning and executing the conception pricing promotion and distribution of goods services and ideas to create exchanges with target groups that satisfy customers and organizational objectives. Under the umbrella term marketing we study concepts like building customer relationships branding and corporate identity marketing communications price and pricing policy collecting

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