Date of this Version
Bhatt, R. K., Gupta, Divyanshu (2018). Essentials of Marketing Management in LIS.
In marketing any product or service, everything like human expertise, service attitude, and Information resource is closer to the patron. A library’s service strategy and principles must be clearly interconnected to its users. Marketing plays an important role between products and related users through the application of different promotional techniques, such as products and service-oriented programs, book talks, book exhibition, study circle, and use of social media, etc. Marketing the information means acquiring, displaying, and storing the right information to the right reader at the right time in the manner and format desired by the users by saving their precious time. Information available in libraries should be user based, and in a suitable medium capable of being retrieved to the level of users’ satisfaction. Thus, marketing tools and techniques play a vital and pivotal role in the identification, the anticipation of user needs and dissemination the same to the end-users’. The present paper is an attempt to study the essentials of marketing management, philosophy, and methods in the field of LIS products and services.