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

Marketing of information products and services in Indian R&D library and information centres 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Management Emerald Publishing

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

Shiva Kanaujia
Library Management , Volume 25 (8/9): 11 – Oct 1, 2004
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References (9)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0143-5124
DOI
10.1108/01435120410562844
Publisher site
See Article on Publisher Site

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.

Journal

Library Management – Emerald Publishing

Published: Oct 1, 2004

Keywords: Libraries; Market research; Business planning; Services marketing; India

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