Lanean...
Marketing Strategies for the University Libraries in Kerala
Libraries have been putting considerable efforts in the design of information products and services and distributing the same effectively and efficiently. In view of the social, economic, and technological changes, library and information centers have begun to realise that marketing of information p...
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| Formatua: | Printed Book |
| Argitaratua: |
DESIDOC Journal of Library & Information Technology
2013
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| Sarrera elektronikoa: | http://10.26.1.76/ks/005234.pdf |
| Gaia: | Libraries have been putting considerable efforts in the design of information products and services
and distributing the same effectively and efficiently. In view of the social, economic, and technological
changes, library and information centers have begun to realise that marketing of information products
and services is an integral part of administration. This paper attempts to work out marketing strategies
for the university libraries in Kerala by analysing the marketing orientation through a user survey. The
data for the study was collected from a sample of 842 users of the university libraries in Kerala such as
Kerala University Library (KUL), Mahatma Gandhi University Library (MGUL), Cochin University of Science
and Technology Library (CUSATL), and CH Mohammed Koya Library of University of Calicut (CHMKL).
The study found that most of the respondents are willing to pay for information services since they rely
more on the quality of information services than the existing fee services. The preferred pricing policy
is to provide necessary subsidy to the extent of 50 % based on the payment capacity of various user
segments. The survey found that only a few users are aware of existing service offered by the university
libraries and there is need for effective promotional strategies. The study suggested various strategies
for repositioning the university libraries in Kerala for marketing. |
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| Deskribapen fisikoa: | pp. 399-404 Vol. 33, No. 5, September 2013 |