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The chapter focused on quality assurance and marketing of library services and products at the Midlands State University (MSU). The chapter's main objective was to identify the quality assurance mechanisms at the MSU Library. The major findings of the research were; the MSU library was practising quality assurance, staff was trained on the latest trends in the profession, the collection was multidisciplinary and in different forms, and that there were Information Communication Technologies (ICTs) used in enhancing service provision. The researcher recommended that the library needed to continuously train librarians on issues to do with quality, improve the infrastructure, introduce Research Data Management to enhance the Research Support Services and improve on the Information Literacy Skills training programmes. The author identified some areas for further research and the major one was that there is need for clarification on the concept of the 4th Industrial Revolution.

Marketing concept is being widely used in all disciplines including library and Information Science domain for disseminating the services, resources and products to the target audiences. Thus, this study aims to define the marketing concept and how libraries can do marketing of their services, resources and products using marketing techniques and tools, such as 7Ps of the marketing mix. This study further pointed out the important internet resources available freely on the marketing of library services on the Internet which can be used by library and Information Science professionals with regard to getting the ideas how to market the library services and resources to the targeted users.

The puropse of this paper is to understand the components of Vroom's expectancy theory; to create or develop a public library customer motivation model using Vroom's expectancy theory; to suggest appropriate public library services marketing mindset which public libraries can employ to enhance customers’ perceived expectancy and instrumentality of public library services to motivate customers to use public library services more frequently based on the proposed public library customer motivation model; and to suggest appropriate public library services marketing strategies to motivate customers to use public library services more frequently based on the proposed public library customer motivation model.

Research paper based on expectancy theory.

Customer‐centered mindset is the most important factor to motivate public library customers. Furthermore, the suggested marketing strategies can be also achieved through a customer‐centered marketing mindset. In conclusion, public libraries should continuously focus on the recognition of customers’ needs and deliver long‐term value to customers.

There were few studies that focused on library users’ motivations for using library products and services. In addition, there was a lack of developed theory in library and information science field.

Libraries are facing serious competition from the ‘profit’ information industry which has seen the potential of an ever‐increasing information service sector. Sophisticated information retrieval systems, and management information systems are finding their way into research organisations and business corporations, areas traditionally served by libraries. Until recently the concept of marketing non‐profit organisations has been considered inappropriate, centred around the underlying theory that such organisations are not involved in an exchange process. With the extension of the exchange concept, marketing as a tool has been applied in the non‐profit sector with a degree of success. Marketing requires analysis and planning and the view that promotion is marketing is misleading. The components of a good marketing strategy include not only a promotional campaign but also product analysis, the development of appropriate outlets for the products, and an effective pricing structure. These mix components are reviewed with an emphasis on the most neglected area, product analysis. Libraries' core products are examined and the appropriateness of the product life‐cycle concept is discussed. In conclusion, the article suggests that a change in attitude to marketing may help libraries to improve their image and to attract users. Through careful analysis, planning and implementation of marketing the survival of libraries may be less doubtful in a rapidly changing technological world.

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.

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.

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.

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

The paper aims to centre on marketing of library and information services and to attempt to correlate marketing as a concept to the provision of library services.

The user groups are identified with library classification in the paper. The paper also highlights library management in relation to marketing its services and products.

In view of the social, economic and technological changes, the paper advocates a paradigm shift from the traditional marketing system into a more vibrant and dynamic, strategic marketing of library services/products. The paper concludes that a major marketing campaign is necessary to increase awareness and educate the library users about available library resources. This crusade can be further strengthened by the provision of the right service at the right time and the right price to the right users in the right place while supported by a quality management team.

The paper provides useful information on the marketing of library and information services.

The advent of Web 2.0 in libraries persuades the librarians to adopt new ways to communicate, determine, and satisfy the needs of the users. The paper aims to discuss this issue.

A 30-question questionnaire was given to 30 undergraduate medical students of Vardhman Mahavir Medical College and a 10-question questionnaire was given to the librarian, to find out: the marketing and promotional strategies employed by the library; determine the awareness and satisfaction level of the users; prepare library profile, customer profile and market profile; and perform SWOT analysis. User responses were coded and processed using GNU PSPP software.

From the library profile of Vardhman Mahavir Medical College library, it can be concluded that the library has the potential to offer better services and products to its users. From the customer profile of Vardhman Mahavir Medical College library, it is concluded that the most of its users are young male undergraduate students who use the library more on weekly basis. From the market profile of Vardhman Mahavir Medical College library, it is concluded that the library has not invested in the marketing and has no promotion strategy or marketing strategy for its products and services. Also, the library has only one digital promotional activity. From the SWOT analysis of Vardhman Mahavir Medical College library, it is concluded that the library does not use any of the social platforms to market its products and services. Most of the users are unaware of the services and products offered by the library. There are many opportunities for the library to work upon and improve the quality of products and services being offered to its users.

The major limitation of the present study is its small sample size. It is very difficult to conduct surveys in health libraries because of the busy schedule of the undergraduate medical students and their reluctance to fill out lengthy questionnaires. However, this small sample size only made it possible to conduct the SWOT analysis on the basis of the users’ survey successfully. Further, the small sample size helped to take into account all the opportunities stated by the users which would not have been possible if a larger sample size was taken.

This study is one of a kind which provides an overview of marketing research of an academic health library of New Delhi (India) with a special focus on library profile, market profile, customer profile and SWOT analysis. It addresses the gaps in the literature by studying marketing in the context of academic health libraries in the digital environment.

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.

In the spring of 1982, I published an article in Reference Services Review on marketing libraries and information services. The article covered available literature on that topic from 1970 through part of 1981, the time period immediately following Kotler and Levy's significant and frequently cited article in the January 1969 issue of the Journal of Marketing, which was first to suggest the idea of marketing nonprofit organizations. The article published here is intended to update the earlier work in RSR and will cover the literature of marketing public, academic, special, and school libraries from 1982 to the present.

This study aims to investigate a framework for improving library services and resource usage in a private higher education institution in South Africa. Marketing of library services and resources has a great impact on their usage. If marketing is not properly applied, libraries can turn into the unused institution, render useless or unused services, no matter how good their available services and resources are.

This multi-method study used questionnaires to collect data from both staff and students at the private higher education institution concerned. The questionnaire was augmented with data collected from staff using group interviews. It is unfortunate that the target institution approved the conducting of the study only on the condition that their name could not be disclosed or used in any study reports. On this basis, the institution is referred to as Campus A for the purposes of this paper.

The study discovered that Campus A lacked key marketing tools, such as a marketing policy for the library, and that it also failed to take advantage of new platforms such as social media and other available computer software and technologies. This has resulted in its users being unaware of certain important services and resources rendered by the library.

The study proposed a framework for library marketing practices to improve services and resources usage as a benchmark for libraries. The study also recommends that the management of Campus A library come together to gather information for the development of an appropriate library marketing policy and also ensure that their marketing strategies take advantage of the latest technology, including social media, by means of which their clients may be easily reached.