Purpose – The paper intends to explore the use and practice of the marketing concept by libraries, find out their problems followed by the best possible suggestions to improve the level of practicing the concept among medical college libraries in Assam.
Design/methodology/approach – In order to accomplish the objectives of study, the librarians viewpoint was gathered through a structured questionnaire consisted several question keeping in mind the objectives of study, followed by personal interview and thorough discussion with librarians/Incharge of libraries taken for study. The quantitative and qualitative both methods were employed to analyse the collected data and conclusion is drawn with recommendations as well.
Findings – The study reveals that all the librarians have good knowledge about the concept of marketing and admit the impact of marketing on LIS product and services with a feeling that marketing help in meeting the users information needs.
Research limitations/implications – The study is confined to Allopathic medical college libraries affiliated to Srimanta Sankaradeva University of Health Science (SSUHS) in Assam. The study examines the attitudes and perceptions of librarians, however, in the drastically changing environment and the impact of the concept in library marketing have necessitated the further research.
Originality/value – The study is unique in its own way as all the studies have been conducted on the use of marketing concept by either academic or social science libraries but the application and adoption of marketing concept by medical libraries especially in north-east India is still untouched and the present study is an effort put forward to fill this gap. In addition, the study will be helpful for other medical libraries to adopt marketing application to ensure better services to their patrons.