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ARE UNIVERSITY LIBRARIES IN KERALA READY TO MARKET INFORMATION SERVICES AND PRODUCTS? AN INVESTIGATION
The marketing of information services will help to improve the image and to attract more users to the library and hence it is an important area of interest to university libraries. This study aims: 1) to understand the existing information services and products, 2) to study the marketing orientation...
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| Médium: | Printed Book |
| Vydáno: |
Information Studies
2013
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| Témata: | |
| On-line přístup: | http://10.26.1.76/ks/005951.pdf |
| Shrnutí: | The marketing of information services will help to improve the image and to
attract more users to the library and hence it is an important area of interest
to university libraries. This study aims: 1) to understand the existing
information services and products, 2) to study the marketing orientation
based on four marketing mix variables such as product, place, price and
promotion, 3) to study the approach of librarians to marketing activities and
4) to identify the problems encountered in marketing of information products
and services of the university libraries in Kerala. The data for the study
collected from the university librarian or in-charge of four university
libraries in Kerala - Kerala University Library, Mahatma Gandhi University
Library, Cochin University of Science and Technology Library and CH
Mohammed Koya Library of University of Calicut. All the university
libraries in Kerala have some sort of conventional as well as IT enabled
information services and products that can be marketed. The librarians have
a positive attitude towards marketing. The identified problems encountered
are lack of trained staff and less demand for the existing resources and
services. It is indeed in the interest of the university libraries in Kerala to
initiate new information services and products suitable for the different user
groups. Also, it was found that university libraries in Kerala need better
promotional activities.
For the effective and efficient marketing, the
university libraries should have a separate marketing division with a definite
marketing plan. |
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| Fyzický popis: | Vol. 19, No. 4, October 2013 |