Abstract
Purpose: The aim of this study was to examine the attitude of librarians and information professionals towards marketing and to know how the concept of marketing is applied in practice to the university libraries of Khyber Pakhtunkhwa (KP), Pakistan.
Design/methodology/approach: The study is based on a survey questionnaire. Total population of the study is consisted of 110 library professionals of the fifteen public sector universities of KP. The target population is consisted of all the information professionals who had at least a postgraduate degree in library and information science. A total of 96 questionnaires were received back dully filled in, of which 90 of the questionnaires were found valid for analysis. The response rate was found to be 87%.
Research limitations: The study is limited to those university information professionals who had at least a postgraduate degree in library and information science.
Key findings: The study found that information professionals of university libraries had a positive attitude towards marketing in libraries. Lack of relevant skills and exposure on the concept of marketing discourages the information professionals from embracing the principles of marketing in their libraries. The study revealed that the rapid growth of information and budget cuts have compelled information professionals to adopt marketing strategies in their libraries. Lack of knowledge, lack of support, lack of IT infrastructure, shrinking budget, least interest by the authorities and inconvenient location of the library buildings were some of the major problems hindering the application of marketing to information products and services.
Hussain, A. (2025). Marketing information products and services in the Public sector Universities of Khyber Pakhtunkhwa, Pakistan. Afribary. Retrieved from https://afribary.com/works/marketing-information-products-and-services-in-the-public-sector-universities-of-khyber-pakhtunkhwa
Hussain, Abid "Marketing information products and services in the Public sector Universities of Khyber Pakhtunkhwa, Pakistan" Afribary. Afribary, 24 Jun. 2025, https://afribary.com/works/marketing-information-products-and-services-in-the-public-sector-universities-of-khyber-pakhtunkhwa. Accessed 18 Oct. 2025.
Hussain, Abid . "Marketing information products and services in the Public sector Universities of Khyber Pakhtunkhwa, Pakistan". Afribary, Afribary, 24 Jun. 2025. Web. 18 Oct. 2025. < https://afribary.com/works/marketing-information-products-and-services-in-the-public-sector-universities-of-khyber-pakhtunkhwa >.
Hussain, Abid . "Marketing information products and services in the Public sector Universities of Khyber Pakhtunkhwa, Pakistan" Afribary (2025). Accessed October 18, 2025. https://afribary.com/works/marketing-information-products-and-services-in-the-public-sector-universities-of-khyber-pakhtunkhwa