marketing of library products and services

The purpose of this study is to review and understand the trends and characteristics of Korean library marketing studies based on a comparison of Korean scholars' viewpoints on library marketing with those of scholars' from other countries. Marketing is frequently viewed as a set of strategies and techniques that belong to administrators or to individuals outside of librarianship. Experiences are memorable and personal, and extend beyond their component goods or services. 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What's the best way to allocate your staff and financial resources? Therefore marketing and its techniques if applied to library and information services can help in vital to fulfill the expected needs of information of the users. 8 0 obj Furthermore, Korean library marketing studies lack attention to the planning process of library marketing activities. Social networking applications help the users to possess interconnections among the community members and remix the library services and products to brand them visible in a broader way. If organizations in the information marketplace are to survive and flourish, they need to be confident about their mission and role, and to be continually alert to technological, economic, political and social factors that are re-shaping the context in which they seek to serve users, contribute to communities, attract and retain customers, and establish and maintain relationship with other organizations. Libraries It is seen that majority of libraries do not have a marketing culture. The chapter start with a snapshot overview of the importance of marketing library services and collection, highlight social media tools that can be used for marketing library collection and services. Marketing of information products and services in India is fairly a new concept in the library and information service field. Another definition by American Marketing Association (AMA) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. In multi-channel or hybrid environment physical evidence from the bricks channel may be used to support impressions relating to online channels. These necessitate library and information science professionals leveraging competitive marketing approaches to strategically reorient themselves and libraries as information superhighways that individuals can not do without. London : Ashgate, P. 228. How to Design Your Own Library READ Poster, March 24, 2017Webinar: American Libraries Livehttps://www.slideshare.net/ALATechSource/american-libraries-live-how-to-design-your-own-read-poster-march-2017 This work will also educate librarians on how to effectively and efficiently market library products and services. The virtual library is certainly the library of the future, and librarians need a change of attitude to enable them embrace this new challenge to their profession. Lagos Journal of Library and Information Science, 6(1 & 2) April / October: 53-66. In such an environment, suppliers need to employ the full armory of marketing concepts, approaches and tactics. necessitate the use of marketing techniques in libraries. In library marketing, library and user's demands are the market; users are the consumers; commodities are the information, documents and library services; sellers are the library staff and the buyers are the users. Marketing helps in increasing user satisfaction, and brings in an element of competition, which results in providing better services. Price: This covers activities associated with establishing pricing objectives and strategies and determining product prices. Rules made to support individual users should be a hurdle in their reach of the library. Sorry, preview is currently unavailable. This is a very significant challenge in the marketing of digital information services since the absence of physical clue removes an important channel of communication with customers, and for customers an important source of evidence on which to base their preliminary judgment. a) Documents (most exist in both print and electronic formats). Advocacy in Action has several ideas using the Geek the Library idea but are useful with any campaign. An organization that embraces the marketing concept tries to provide products that satisfy customer needs through a co-ordinate set of activities that also allow the organization to achieve its goals. The idea of marketing does not come to mind when we think of library operations. Santa Barbara : Libraries Unlimited. To survive in the modern technological and competitive world, libraries must rise up to the situation to provide the right information to the right user at the right time in the required manner. New technologies offer diverse avenues for promoting library services, and commercial marketing methods have become expected for libraries, too. Thus, today the users are better equipped to seek and select the required information in required form by using sophisticated technologies. There was lot of emphasis on what the library staff said about the availability of resources. They should be aware that marketing definitely improves and increases the effectiveness of libraries. Click here to Get this Complete Project Chapter 1-5, MARKETING OF LIBRARY PRODUCTS AND SERVICES AND ITS CHALLENGES TO PROFESSIONALS. (Ed.) 27 0 obj HA:There are difficulties for professionals involved in the marketing of library products in Rivers State. The staff for marketing should be properly trained and skilled. E-Marketing refers to the paperless exchange of business information using electronic data interchange. Global Advanced Research Journal of Educational Research and Review, 2(12) December: 240-245. 191-200. https://doi.org/10.1108/978-1-80043-656-520201022, Copyright 2021 Emerald Publishing Limited, Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here. He should also determine proper ways for the circulation of products as well as its accessibility to its The following hypothesis are formulated to be tested in this study: HO:There are no difficulties for professionals involved in the marketing of library products in Rivers State. Whats the best way to allocate your staff and financial resources? It includes a unique user interface that's searchable and sortable, making the layouts easy to find. Most organizations have many products described as their product portfolio. This was only to make the user prompt in using library facilities. But with decreasing budgets and increasing pressure on our time, the job is getting harder and library marketing feels less effective. Tongs, APPLICATION OF MARKETING IN UNIVERSITY LIBRARIES OF LAHORE: AN EXPLORATORY STUDY, MARKETING OF LIBRARY AND INFORMATION SERVICESIN PAKISTAN: A PROFILE, Education and Training for Marketing Information Services in the UK, The information player : a new and timely term for the digital information user, Digital Marketing tools applied to Academic Library: the case of IE Library, The need to promote academic libraries : comparing the University of Glasgow Library and the University of Malta Librarys marketing strategies, Comparative analysis of library marketing studies in Korea and other countries from 2000 to 2013, The Implications of the Improvement of Marketing Activity on the Performance of Central University Library in Bucharest, A Study on the Need of Marketing Techniques for Academic Libraries in Kuwait, Marching with Mashup: Application of Information Mashup for Developing Open Library System, Estudos de usurios e marketing da informao, Use of Public Relations and Publicity (PRP) by the Public Libraries in Lahore, Pakistan, DEFINING OF EVALUATION STAGES IN BUSINESS.docx, Modern Library & Information Science Series 3 (Broad): Dr. Kanchan Kamila's contribution to LIS [Only LIS link in India which is helpful to learn 175 concepts of modern LIS subject for CLIS, BLIS & MLIS & others], MARKETING} {OF} {LIBRARY} {AND} {INFORMATION} {PRODUCTS} {AND} {SERVICES}: {AN} {OVERVIEW. The concept of a library without walls is catching up and is becoming popular among patrons. Public libraries have become active producers of podcast content through workshops for patrons and library-hosted programs. The concept of marketing, reasons for marketing of library services, effective planning for marketing as well as the processes, and marketing mix are thoroughly highlighted. 5 Minute LibrarianBlog: 5 Minute Librarianhttp://www.5minlib.com by Alison Scammell. Today, libraries are concentrating on speedy access to information. (Pdf) Marketing of Library and Information Products and Services: an To browse Academia.edu and the wider internet faster and more securely, please take a few seconds toupgrade your browser. Marketing of Library and Information Products and Services The methodology that will be used for this chapter is literature review comprising of journal articles, books, conference papers and newspapers articles. Training in ICT skills and management expertise should be a continuous exercise. It specifically mentions the marketing course being taught at the Department of Library and Information Science, University of the Punjab in Lahore. The main focus of this study seeks to examine the marketing of library products and services and its challenges for professionals. 5(3): 92-96. However, the use of social media tools in marketing library collection and services have over the past many years promise to be an important channel for marketing library collections and services. They may for example offer a number of different information services or licenses for a range different databases. Rowley1 (2006) defines information marketing as the Marketing of information-based products and services. Librarian:Alibrariancategorizes, prepares, and catalogs these materials. Canva makes design simple for everyone. "Marketing of Library Products and Services: A theoretical analysis" by Academia.edu no longer supports Internet Explorer. Users need to be educated and trained on how to use ICT effectively to enhance their teaching and research. In fact a common theme for this research was the imperativeness of communication between the librarys patrons and its staff. Additionally, it looks into the intent, viability, and actual application of Web 2.0 in the marketing and promotion of library resources and services. Adekunmisi, S. R. (2017). endobj Divi Product Highlight: Divi Den Pro - Layout Library We are more comfortable with the relationship with users. 2019-09-16T06:58:03-07:00 In this information-centric usercommunity, libraries are expected to provide online access to information in a 24/7 mode asthey are used more in an online environment. Product decisions are important because they directly involve creating products that satisfy customers needs and wants. Strategies for marketing library services and information products in Nigeria. The extended marketing mix adds people, process, and physical environment (the 7Ps). The Typical information- based products include books, DVDs, CDs, journals articles, databases, electronic journals, newspapers and databanks. Angela Hursh, Content Team Leader for the Marketing Department of the Public Library of Cincinnati and Hamilton County, knows how you feel! Expertise in database search (print and electronic) is thus an important factor in the marketing of information services; and signs of active marketing indicate that the services being rendered are healthy and competitive. uuid:e01d1242-ac7c-11b2-0a00-782dad000000 <> Marketing of Information Products and Services in Some Select NGO Libraries of Delhi and NCR in the Areas of Health Education and Women Studies. > Once a customer has experienced a service process once, she / he will start to learn the script which helps her / him to feel more comfortable with the process. 9 0 obj Marketing of Information Products and Services in Library Marketing Strategies | Public Library Association (PLA) In the service sector the psychological role of price is magnified because consumers must rely on price as the sole indicator of service quality, because the intangible nature of service means that other quality indicators are absent. Marketing of Library Products and Services Authors: Kalayan Nilappa Kumbhar Abstract Marketing is set of activities. To investigate the obstacles that prevent librarians . Our list is based on key marketing strategies, such as social media management, search engine optimization, and more. Thus, marketing shall at least encompass the following aspects: -Flow of goods from producer to customer or consumer in exchange for money i.e. Marketing is a planned strategic approach to bring. Abstract The prospect of marketing of LIS is growing globally in the present state of kaleidoscopic changes. There was a common understanding among librarians that library services were free and the concept was an ingredient that free service meant no service. For effective services, the acquisition of relevant skills is vitally important.
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