By Abhinandan K. Jain, Ashok Jambhekar, T.P. Rama Rao, S. Sreenivas Rao
Library and data sciences are experiencing a interval of radical switch. at the present time, simply as companies needs to compete for survival, progress, and industry house, librarians and data execs needs to suppose a extra proactive function to deal with expanding pageant. This new call for provides a couple of unanswered questions. what's the nature of this pageant? How can libraries allure exchange assets of investment while public sponsorship and govt spending are at a low ebb? What are a few techniques for increasing the client base and satisfying patron specifications and expectancies? And, eventually, what's fighting librarians and knowledge pros from constructing winning advertising options? advertising info services responds to those questions. This complete guide describes the basics of selling within the context of library and knowledge sciences, provides a number of recommendations for elevating funds, deals information and options for higher carrier administration, and offers a step by step method of constructing advertising ideas.
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Additional info for Marketing Information Products and Services: A Primer for Librarians and Information Professionals
Moreover, the libraries and information centres are a part of a large organization which does riot follow the marketing approach as well. Also, traditional security of the job, common to public institutions, and lack of involvement of professionals in the management of the library or the information centre, in developing countries, is conducive to a no-change syndrome. Systemwise, libraries and information centres, so far, have been more storage, security, and audit conscious. They do not allow the client or the client's point of view inside the system.
A societalmarketing orientation as described by Kotler (1982) and interpreted by Baker (1993) provides for both the satisfaction of immediate client needs and the long-term needs of society which might be identified by experts or, in this case, librarians. Lafond indicates: Because most librarians and documentalists have not been trained with the concept of 'marketing,' the introduction of marketing to information services has not always been easy. There is also some reluctance to market because many documentalists and librarians still feel information should be free.
In this stage, customers need something different but don't know what. As such there is no market. A librarian/information centre manager should understand information and other related requirements of its clients. This would help in thinking about the type of products and services that could be designed to tap the new requirements of customers. Ultimately, such products and services could be designed to serve the emerging market according to resources and capabilities. In most developing countries, the market for IT based information products and services is probably in the emergence stage.