Marketing as a strategy use in promoting library products and services

Abstract

Marketing of products in industries is very much essential to increase sale and consequently to gain the profit, however in library environment promotion and marketing of library and information sector is required to create awareness of the library services. Several marketing techniques to promote the usage of library resources and services have been highlighted in the literature. It is seen that majority of libraries do not have a marketing culture. It is recognized that libraries need to formulate marketing plan along with financial budget on a yearly basis so that library resources can be utilized optimally. Libraries in developing countries have been struggling to conduct outreach programmes to market their resources and services. Latest technologies have opened up new avenues to do marketing effectively. Therefore, libraries should apply the latest technologies in marketing of library products and services. This paper reviews literature on marketing of library products and services, and discusses various ways and means for the same.

Keywords: Marketing of library products and services; Library promotions; Strategies used; Library products and services.