Marketing of information services and products in university libraries of Punjab and Chandigarh (India): An attitudinal assessment of library professionals

Abstract

Purpose

The purpose of this paper is to determine the attitude of library professionals towards the concept of marketing and also how it is applied in practice to marketing of university library products and services.

Design/methodology/approach

For the purpose of the study, library search concerning the subject was made to examine the findings of earlier relevant studies. To collect the relevant data, a questionnaire was designed and distributed to the subjects under study. Interviews were also conducted with the librarians/professional staff to fill in any gaps in the questionnaire.

Findings

The librarians/professional staff have positive attitudes towards the marketing of library information services and products and admit that each library should have a mission statement and a full time professional to handle marketing‐related activities; but in practice, no library under study has its own logo, mission statement or a specifically designated personnel for marketing‐related activities.

Originality/value

The study explores the possibility of adopting marketing strategies in university libraries to provide value‐added, need‐based and user‐oriented services/products.

Citation

Kaur, A. and Rani, S. (2008), "Marketing of information services and products in university libraries of Punjab and Chandigarh (India): An attitudinal assessment of library professionals", Library Management, Vol. 29 No. 6/7, pp. 515-537. https://doi.org/10.1108/01435120810894536