Topic
NEW AVENUES FOR MARKETING OF LIBRARY AND INFORMATION SERVICES, AND PRODUCTS IN INDIAN INSTITUTE OF MANAGEMENT (IIM’s) LIBRARIES IN INDIA: A FEASIBILITY STUDY
NEED OF THE STUDY: In the current information technology atmosphere, libraries are facing a time of unparalleled transform and confront. Modern scientific development is creating new forms of information, new sources of information and new traditions of providing information bypass conventional institutional similar to libraries. There has been an ever-increasing demands on libraries to mobilize assets and become independent. Library users are transform into patrons with rising opportunity, miscellaneous needs and wants and choice. New Technology, the real challenge for library
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REVIEW OF LITERATURE: Review of literature reveals that marketing of services and products is the main tool to build best use of library resources.
8. Kuchi, Triveni [1] initiate that commercial interactions, strategic management and planning, marketing and public relations for the most part intended for librarians, library planners, manager or administrator, but is also appropriate to corporate and business professional, planners and administrator. Further, it would also be as a useful resource for students, faculty and researchers of statement.
9. Salmi, Lissa [2], the paper present that actuality that eminence management can be used as a tool for control within the Library, improving the Library’s process and promotion the Library inside the institution of higher education.
10. In analysis of the social, economic and scientific changes, Henderson, Kay [3] advocate a standard transfer from the conventional marketing method into a more energetic and dynamic, planned marketing of library services or products. And fulfilled that a major marketing operation is necessary to raise awareness and teach the library user about accessible library resources. This struggle can be further strengthen by the condition of the right service at the right time and the right price to the right users in the right place while support by a excellence management
The King County Library System is the fifth largest library system in circulation in the United States. The current director of the KCLS, Bill Ptacek, started with the organization three years ago and is in the process of working towards a new strategic plan titled "The Year 2000 Plan, which has a long-term goal of integrating all the resources of the library system equally and to coordinate all the efforts to ensure it was providing the best possible service to the community. In the three years, Ptacek worked to expand the mission to cover services for the community to include children, life-long learning, career development, and literacy (Chell, 1996, pg.2). The reworking of the mission and services of KCLS was in full swing, but there were
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
...ction of digital information. It help better people’s knowledge of the communication between society, technology, information, and technology for actions of scholarly research. It tries to further the public obligation on encouragement through the Digital Public Library of America. The program targets on problem related to information and computing facts, broad connection to in site, and computational research, intellectual connections.
It is a well-known fact that marketing is a way to get the business off the ground. Without marketing, then no one will know about the goods and services a brand is selling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” (Chernov).
... P.H. (1988). Marketing Management: Analysis, Planning, Implementation and Control. (6th ed.). Prentice-Hall: Englewood Cliffs.
Libraries are essential to a community especially in difficult times. Due to rising costs and job losses, patrons may have had to cut their own expenses such as buying books or cancelling their internet service. In order to continue to have access to these materials, patrons turn to their libraries. However, libraries are often the first to get cut in budget reforms. A library can survive a budget crisis by making cuts, fundraising, developing trust, and media exposure.
Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.
To help these businesses, a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identifying the role that marketing plays in a successful business is demonstrated by the use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010). To be a successful business, the owner of the business should use the marketing mix and the results of market research; having identified its key audience a company has to ensure a marketing mix is created that is targeted specifically to those people.
“Marketing is a vital part of any organization’s success in fulfilling its mission and reaching those whom it exists to serve.”
When studying communications one will realize that different companies or organizations communicate internally and externally with their different target audiences. Therefore, we are exposed to different kinds of corporate publications. These can be internal and/or external publications. Corporate publications intend to communicate or rather aim to convey certain messages to different messages to different target audiences. For example, internal publications are publications aimed for employees and stakeholders, whereas external publications are aimed to communicate with customers. Various companies consist of the company’s profile, corporate image, the business activities, recent marketing and advertising campaigns of the company, the social media and digital strategy and presence and online presence of the company.
Through the years works of literature have been distributed through many different means. These means usually reflect and take advantage of the latest technologies. Dominant sources of literature have changed over time. Today, instead of scouring though the local library’s card catalog, prospective readers will likely log onto Amazon to find the latest book in their favorite genre. Media technology has made communicating increasingly easier as time has passed throughout history. Everyone is now encouraged to use media tools and is expected to have a general understanding of the various technologies available. Only time will tell what the future will hold for electronic media. The present avenues may one day be looked back upon as today’s Library of Alexandria and be just another ruin in the history of literature.
The Center for the Digital Future’s 2005 report found that 'among users 17 and older, 56.3 percent consider the Internet to be a very important or extremely important source of information for them' (p. 4). Online resource capabilities save an individual time as well as provide ease of access and availability to a broad scope of materials. Print books and journals, though they provide in–depth information on a particular subject, are not easily accessible and available at any particular moment. In order to access many books, an individual must either visit the local library or contain the book in his or her own private collection, which could be costly. Online resources can be accessed anytime at anyplace. “Overall, there is expanded access to information in a variety of formats from worldwide institutions, businesses, and universities" (Darrow & MacDonald, 2004, p. 22). Access to “worldwide” information puts a broad range of information in the h...
According to this, it is obvious that the objective of marketing is to satisfy demand of customers by those ‘individual and organizational activities’ like promotion or pricing of goods, which are all just means to achieve that. Additionally, organizations could stand out from their competitors once they meet the needs of customers better than others. Thus, it can be said that the successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities.
KOHLI, N. & KAUR, J. 2011. SERVICES MARKETING - WINNING AND CREATING CUSTOMERS WITH SPECIAL REFERENCE TO ICICI BANK. Asia Pacific Journal of Research in Business Management, 2.
Library managers should organize technology-based training for librarians in order to make them comfortable with new technologies and more aware of their dangers. Since technology skills are important part of most library and information jobs, librarians should make sure they acquire technological skills continuously. University libraries should employed qualified information and technology specialist and troubleshooters to maximize system accessibility and provide a level of comfort to the librarians.