Marketing Spreads its Wings in Library Services A Study of Role and Strategies of Marketing Information Products and Services

Authors

Mukesh Kumar Jha , Manohar Parrikar Institute for Defence Studies and Analyses, New Delhi, IndiaFollow
Shriram Pandey , Banaras Hindu University, VaranasiFollow

Date of this Version

Summer 6-1-2021

Abstract

In a globalized world where library and information services remain as one of the most important assets of the knowledge schemes, the marketing of library and information services has become an important professional medium to reach out to the end-users. Marketing has spread its wings to the library and information science and its strategies are proving very helpful in managing these knowledge systems. This paper focuses on the role of marketing strategies and examines the concept of 7Ps (Product, Promotion, Price, Place, People, Process and Physical Evidence) and also discusses library marketing through website outreach and client base. The paper also throws light on the constraints that library systems face in the present world of enormous data and information.