Marketing of Library Services in an Academic Environment

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Marketing of Library Services in an Academic Environment

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dc.contributor.author Susan Mathew, K
dc.date.accessioned 2014-06-25T09:48:29Z
dc.date.available 2014-06-25T09:48:29Z
dc.date.issued 2013
dc.identifier.uri http://dyuthi.cusat.ac.in/purl/3983
dc.description E-Infrastructure In Libraries,2013 en_US
dc.description.abstract Marketing of information services is now an important goal of librarians all over the ~orld t? attract mor~ users to the libr~ry. thereby promoting user satisfaction. Marketing IS considered ~s ~n Integr~1 part of libraries and information centres mainly due to the developments In information t.echnology, information explosion, and declining library budgets. Kotler defines marketing as the "analysis, planning, implementation and control o~ carefully formulated programs designed to bring about voluntary exchanges of values WIth target markets fo~ the ~~rpos~ of~chievingorganizational objectives". Organizations suc.h as museums, unrversittes, libraries, and charities need to market their causes and their products to gain. political and social support as well as economic support (Kotler, 1995). In the marketing world people are now migrating from the traditional Four P ~lodelto th~ S~VE mode! (Alt~ns~n, 2013). According to the SAVE model, marketing III an orgarusanon must grve pnonty to 'Solutions' instead of the features or functions of~he.'Product" Similarily it is to focus on 'Access', instead of ,Place'; 'Value' instead of Price" so that the benefits are more stressed, rather than production costs. Instead of :Proliloti.on', marketi~g has. to conc~ntrate on 'Educating' the customers, providing lJlfo~mahol~ about t~eJr specific req~lrements, instead of relying on advertising, public rel~tlons, direct selling etc. From a library point ofview, to ensure maximum utilization of library ~ervices there is an increasing need for definite marketing plans to exploit the techn.ologlcal dcvelop",len~s so ~s to entice the users. By anticipating their changing needs and ~y co.mmulllcatl~g WIth them it should be possible to devise strategies to present various library services and products in a perceptive style. en_US
dc.description.sponsorship Cochin University Of Science And Technology en_US
dc.language.iso en en_US
dc.publisher Kanishka en_US
dc.subject Marketing of information services en_US
dc.subject user satisfaction en_US
dc.subject information t.echnology en_US
dc.subject information explosion en_US
dc.subject 'Educating' the customers en_US
dc.title Marketing of Library Services in an Academic Environment en_US
dc.type Article en_US


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