Marketing in Libraries and Information Centres / By S.Seetharama.

A Introduction B Marketing Of Information Sources C Market Research and Market Segmentation D Marketing Mix E Communication Mix F Marketing In Digital Environment G Costing and Pricing H Resource Generation In Libraries & Information Centres

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 & 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 discussed.