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Marketing of information products and services in Indian R&D library and information centres

Shiva Kanaujia (Assistant Librarian, Raja Mahendra Pratap Library, Ch. Charan Singh University, Meerut, India)

Library Management

ISSN: 0143-5124

Article publication date: 1 October 2004

Abstract

The present paper reflects the gradual change in the need and use of the marketing concepts in libraries and information centres (LICs) and its fruitful effects in the service to the library users, and studies marketing of information products/services in LICs of R&D institutions of Council of Scientific & Industrial Research (CSIR) of India. The paper discusses the role of these LICs including marketing approach, need and application of a marketing program with the help of a survey. For the survey, data were collected through a detailed mailed questionnaire along with interviews. The findings reveal that librarians have a positive attitude towards the different aspects of marketing of a library's information products/services. The study recommends that currently efforts for increasing user‐awareness and separate financial support are requisite for efficient marketing. Instead of scattered approaches and different styles, a coherent view must be taken.

Keywords

Citation

Kanaujia, S. (2004), "Marketing of information products and services in Indian R&D library and information centres", Library Management, Vol. 25 No. 8/9, pp. 350-360. https://doi.org/10.1108/01435120410562844

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited