Libraries at University of Nebraska-Lincoln
In view of the social, economic and technological changes, University libraries have begun to realize that marketing of information products and services is an integral part of administration. On account of information explosion, the technological revolution and escalating library costs are responsible for encouraging the university library profession to develop a professional marketing approach in its operations and services. This paper makes an objective analysis of the strength, weakness, opportunities and threats (SWOT analysis) of four university libraries in Kerala viz. 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) in terms of collections, infrastructure, human resources, and library and information services It also analyzed the strength and weakness of the university libraries according to the opinion of the chief of each library.