Marketing information in university libraries: A perspective from India

Abstract

Suggests that the marketing of information can be introduced in university libraries, and provides an overview of the planning process necessary to implement the marketing strategy successfully. Considers that the concept of marketing information can be successfully adopted in libraries if it is considered as a process of a satisfying the users′ requirements profitably. “Salesmanship” in libraries may sound alien to library professionals in the situation where there is no profit to consider and no competitors to beat, yet this unique situation offers a challenging job situation and a chance to increase the job satisfaction and raise the profile of library professionals. Suggests that the present serious situation, with regard to the close of library schools and declining opportunities, may be considerably improved by introducing a market orientation in libraries.

Citation

Srinath, M. (1992), "Marketing information in university libraries: A perspective from India", New Library World, Vol. 93 No. 6. https://doi.org/10.1108/EUM0000000002433