What is marketing in libraries? Concepts, orientations, and practices

Information Outlook, Nov, 2002 by Dinesh K. Gupta, Ashok Jambhekar

2. Customers, resources, systems, and people are the most important parts of the library environment. When they are considering what sorts of innovations to embrace, library managers must assess how each of these factors might affect the overall capacity of the organization to change.

3. The values of an organization are also important: All employees at all levels must make decisions based on these values.

4. The marketing concept is also important with regard to resources such as information, brand, design, and relationship with suppliers, customers, and end users. Marketing cannot be independently considered without considering resources such as information, brand design, and relationship with suppliers, customers, and end users. Considering these factors will not only improve our image, but will help us identify, understand, and meet their demands. Good marketing efforts take care of all resources and how they can be used efficiently.

5. The organizational systems include well-defined routines and processes, particularly with regard to acquisition and organization. Less visible work processes (such as those performed by library support personnel) can also have a great impact on the organization's performance. These processes are very much influenced by each person's capabilities and disabilities.

6. Our work requires ever-increasing skill levels and better information technology. Within the context of a marketing orientation, our users will benefit from these improvements in every sphere of library services.

The reasons for adopting marketing in library services are many. At this juncture, there is a need for consensus among information services professionals on marketing concepts, orientations, and practices. We must look at marketing as a way of doing business and an approach that will help us manage better.

For Further Reference:

Christopher, Martin, Adrian Payne, and David Ballantyne. 1991. Relationship Marketing: Bringing Quality, Customer Service and Marketing Together. Oxford: Butterworth-Heinemann.

Coote, Helen. How to Market Your Library Service Effectively (2nd ed.). 1998. London: Aslib.

Gronroos, Christian. 1990. Service Management and Marketing: Managing the Moments of Truth in Service Competition. Lexington, KY: Lexington Books, pp. 128-9.

Gupta, Dinesh K. 1998. "Marketing in Library and Information Context: Myths and Realities." Library Science (now SREL Journal of Information Management) 35(2) June, pp. 99-104.

Gupta, Dinesh K., and Ashok Jambhekar. 2002. "Developing a Customer-Focus Approach to Marketing of Library and Information Services." Desidoc Bulletin of Information Technology 22(3) May, 5-14.

Hart, Keith. 1999. Putting Marketing Into Action. London: Library Association Publications Ltd.

Hayes, H. Michael. 1995. "Another Chance for the Marketing Concept." In The Art and Management of Business Management, vol.7: Marketing, edited by Dale A. Dimpe. New Delhi: Jaico, pp. 273-87.

Koontz, Christie. 2002. "Stores and Libraries: Both Serve Customers." Marketing Library Services 16(1); Jan/Feb. www.mls.com.