To say the theme “Marketing of Libraries and Information Centres is a burning issue is stating the obvious. This is because libraries and information Centres were seen as conservative non-profit-making organizations with traditional values. But this outlook seems to be changing due to the challenge of change social, technological economic and political changes on the one hand, and the pressure of accountability and the emergence of enterprise culture on the other.
However a lacuna exists in the transfer of information, especially in interdisciplinary areas. As an immediate response new services and products were designed and developed. Ironically, however the user felt that they were not being served adequately and appropriately. This, perhaps is true of many a library and information centre in this sub-continent. Probably, by designing and developing an appropriate marketing strategy the situation could be altered and improved upon. Therefore, if libraries are to survive or to thrive the complete spectrum of marketing approaches becomes essential.
This book has been structured to cover all aspects of marketing. It focuses on Marketing concepts market research and market segmentation, marketing mix components (product, price place/distribution) and communication mix namely, public relations, advertising and promotion. A presentation on marketing in digital environment, customer relationship management and digital legislation is also included. Since the current slogan on everyone’s lips is self sufficiency and or user pays principle and profit making themes such as costing pricing and resource generation have been extensively discusse.
Contents: Preface. 1. Introduction. 2. Marketing of information sources. 3. Market research and market segmentation. 4. Marketing mix. 5. Communication mix. 6. Marketing in digital environment. 7. Costing and pricing. 8. Resource generation in libraries and information centres. Epilogue. References and further reading. Appendices. Index.
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