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Authors
Affiliations
1 Library and Information Science, Kota Open University, Kota 324010, IN
Source
Journal of Information and Knowledge (Formerly SRELS Journal of Information Management), Vol 35, No 2 (1998), Pagination: 99-104
Abstract
Marketing is gaining importance in Library and information (L&I) centres in the fast changing environment. The paper states that many myths prevail in the minds of L&I professionals that reluctance to accept marketing as a viable tool. It clarifies that marketing is not just selling, promotion or advertising but all these are parts of the whole marketing concept; secondly. marketing is not only useful for consumables to maximise the profit but equally important in non-profit service organisations like L&I centre; thirdly, marketing in L&I centres does not require good marketing persons but some skills and change in attitude of everyone across the whole organisation; last but not the least, marketing has a customer-centred approach rather than organisation centred. The paper concludes that marketing can be used as a strategic tool in the time of discontinuity.
Keywords
Marketing Myths, Information Marketing, Service Marketing, User-Focus, User-Satisfaction, Marketing-Libraries.
