Libraries at University of Nebraska-Lincoln


Date of this Version

Summer 6-9-2013


Dear Sir,

I am sending an article for publication in your esteemed journal " Library Philosophy and Practice". I hereby certify that this is the original work done by me and no part of this article is published any where.

Yours faithfully

Dr.P.K Suresh Kumar



University libraries are undergoing a major metamorphisms consequent to the development of Information Communication Technology. Digital as a medium for marketing is likely to dominate in this decade due to the fact that digital became the predominant channel for accessing content. Many of the university libraries are now trying to use their websites for distributing documents and selling images and full texts online. Web marketing strategy aims to help the university library optimize the use of its information products and services. So it is indispensable to study the importance of library websites and to explore the reality and potential of the home page of university libraries in Kerala as a vehicle for marketing and public relations. The objectives of this study are (i) to analyze the present promotional activities of University Libraries in Kerala (ii) to analyze and evaluate the contents of university libraries websites in a marketing point of view and (iii) to build a model webpage for university libraries in Kerala which is suited for marketing. Both primary and secondary data used for the study. The primary data was collected from the university librarian or in-charge of the four university libraries viz. Kerala University Library (KUL), Mahatma Gandhi University Library (MGUL) , Cochin University of Science and Technology Library (CUSATL) and CH Mohammed Koya Library of the University of Calicut (CHMKL). The secondary data was collected from the website of each of the university library under study. Analyzed various university library websites at the national and international level and identified 23 links which have potential for marketing and repositioning the image of the library. The study examined how far the websites of university libraries in Kerala are equipped for marketing with respect to the identified links. The study revealed that most of the libraries in Kerala used traditional modes of promotion. CUSATL is on the top with a variety of promotional activities for their information products and services. The study also found that the websites of KUL, MGUL and CHMKL are not marketing oriented. Hence this paper is an attempt to propose a model website for the university libraries in Kerala, which has enough potential to market its information products and services.