Chapter 2. Review of Related Literature. Marketing of Information Products and Services

Transcription

1 Chapter 2 Review of Related Literature Marketing of Information Products and Services Sr. No. Major Headings Page No. 2.1 Introduction The Methodology Marketing of Information Products and Services Literatures Reviewed Marketing Functions of Libraries Marketing Mix Cost Effectiveness Charging for the Service NGO Library as a Profit Centre Public Relations in NGO Library Self Promotion by NGO Library Professionals Customer Perspective Customer Relationship Marketing (CRM) Marketing in Indian context Quality Marketing of Library Services Marketing Survey and Research Marketing Segmentation Marketing strategy Product and Service Health Science Libraries Marketing Through Facebook and Blogs Miscellaneous References 73

2 Chapter 2 Review of Related Literature Marketing of Information Products and Services 2.1 Introduction A literature review is designed to identify related research, to set the current research project within a conceptual and theoretical context. When looked at that way, almost no topic is so new or unique that we can not locate relevant and informative related research. The literature review helps us to find and select appropriate measurement instrument instruments. This literature review will help us to anticipate common problems in our research context. We can use the prior experiences of others to avoid common traps and pitfalls. Trochim 1 (2007). The available literature on NGO libraries and marketing is widely scattered. A researcher finds it difficult to access appropriate and relevant literature. To collect the secondary resources, the researcher consulted several books, reports, annotated bibliographies developed by SLA and IASLIC, subject specific journals, databases and online journals, theses and dissertations in both Indian and international context. There are enormous amount of resources available in the field of NGO libraries and marketing individually, but there is a scarcity of resources in the field of marketing of NGO libraries. A survey of related literature has revealed important trends in the field of Marketing of Information Products and Services. Review of literature reveals that the marketing of library services and products is rendered a viable tool to create awareness among the users and to decide the efficiency and effectiveness of the library services and products. A number of studies have been conducted on various aspects of Marketing of Information Products and Services in libraries in different parts of the world. Some of these studies have been reviewed, some of the important findings by the experts of the relevant area are given in the chapter.

3 2.2 Methodology The literature is available in various forms including books, conference proceedings, journals and & newsletters, doctoral thesis, patents, standards etc., both in electronic and printed form. The databases like Emerald & Proquest helped to access literature. During the literature survey, lots of subject specific journals have been referred. There are major library and information science databases which have been referred for the secondary research. The databases are Emerald, Proquest and LISTA. The search queries brings in these databases given interesting outputs with marketing or NGOs libraries keywords, but the results obtained as shown in the tables below, whereas when the combination search NGOs library and marketing was given, a very limited result were obtained. So very limited papers are available in the field of marketing and NGO Libraries. These databases give access to voluminous literature when searched through marketing or NGO libraries but very limited literature is reported in NGO libraries. Table 2.0: Marketing Literature in Different Databases Year Emerald Proquest LISTA Conference Proceedings & Other Current Total Analysis: As shown in the above Table from all the three online databases, proceedings and other sources in the area of library and information science, the researcher has tried to find out the number of literature (total 127) appeared on Marketing from 1976 to The table clearly shows that there is gradual increase in the literature on marketing related topics. The Emerald has covered more papers / information than the other sources.

4 2.3: Marketing of Information Products and Services According to study conducted by Gupta & Jain (2009) on Indian literature, there are several topics under the broad area of marketing of library services. From an analysis of the journal articles in the paper, 10 topics were identified, although many of the articles can be categorized under more than one topic. Table 2.1 shows the distribution of papers under the 10 topics. Table 2.1: Thematic Distribution of Literature Theme Key themes, as reflected in the literature No. of papers Percentage of total outputs Marketing concepts Market Analysis Customer Behavior and Satisfaction Marketing Mix Service Quality Concept, need, relevance, barriers, difficulties, attitude, categories of Marketing, approaches, etc. Environmental analysis, Market research, information Marketing, external users, nonusers, etc. Customer preference, research, user expectations, user satisfaction, etc. Product, price, place, promotion, packaging etc. Customer service, service quality, measuring service quality etc Technology supported Marketing Website, Consortia, , etc Marketing in different type of Libraries Public, Academic, Special libraries in general and individual and in groups Marketing Education for Librarians Need for Marketing education, curriculum Analysis of Literature Miscellaneous Gupta & Jain 128 (2009) Literature analysis, bibliographies, key publications Fee vs free services, cost and value, generation of resources, self sufficiency, retail information management, etc

5 The above table reveals that about 29% of the papers are covered in the general theme of marketing concept. This was followed by the Categories of Marketing mix (23%) and Marketing in different types of libraries (14%). The Miscellaneous category covers for the articles which do not fit in other categories. There has been large numbers of papers which deal with conceptual and opinion type of articles. Some articles are exploratory, descriptive and focusing on particular type of libraries and information centers. Some papers explore Marketing practices adopted in a particular library, e.g. Institute of Armament Technology, Structural Engineering Research Centre, National Institute of Science Communication and Information Resources, University of Mysore, TEXINCON, Indian Toxicological Research Center, Defense Research Development Organization, GND University Library, National Institute of Science Technology and Development Studies, University of Goa, British Council Library, Indian Institute of Science Library, International Crop Research Institute of semi-arid Tropics, National Institute for Rural Development etc. Further, new marketing concepts were identified with the year of publication and then were grouped on the five year intervals to give a sense of chronological progression of researchers in library marketing. Table 2.2 presents the emergence of the newer concepts in the literature over the years. The above table reveals that the concept of LIS marketing began with the emergence of concept of notfor-profit Marketing propagated by Philip Kotler. Present day library and information service marketing is much broader and flexible and present day librarians are thinking of how information services and products marketing will be in the future. The above table shows increasing range of topics over the years. The period includes a wide variety of topics covering strategic marketing, marketing top specific clients (segments), pricing promotion (including use of web) and customer satisfaction.

6 Table 2.2: Emergence of Marketing Themes in Cluster of Years Charging Impact of copy right on marketing Gupta & Jain 129 (2009) difficulties Public relations Communication research User satisfaction Marketing of development information Pricing of SDI services Non-use and Non users Customer preferences Technology information products Cost, value and pricing users Commercial information services Relationship Marketing Not-for-Profit marketing Marketing of govt. documents Curriculum for marketing Privatization Customer research Marketing of indigenous products Pricing and Marketing Marketing Understanding Promotion Selfsufficiency User satisfaction Packaging Pricing models Pricing and value of e- journals Tradable Govt. information Marketing through consortia Information market in India Free vs fee based services Marketing mix Publicity Database products Service production and delivery Generation of revenue Information super market User focus Barriers to marketing Customer focused marketing Social marketing User expectations Customer service marketing Marketing education Service quality Free Internet sources and services Image analysis Measuring service quality Strategic marketing Customized user based services Social science information marketing Analysis of marketing literature Awareness and use Retail info. Management External users Measuring user satisfaction Visibility through website Marketing future libraries

7 Table 2.1: Thematic Distribution of Literature Sl No. Theme / Key Theme as reflected in my Literature No. of Papers / Studies Reviewed Percentage of total outputs 1. Marketing function of libraries Marketing Mix Cost effectiveness Charging for the service NGO library as profit center Public relations in NGO library Self promotion by NGO library professionals Customer perspectives Customer relationship marketing Marketing in Indian Context Quality Marketing of library services Market survey and research Market segmentation Marketing strategy Products and services Health Science Libraries Marketing Through Facebook and Blogs Miscellaneous Total Literature Reviewed Review of literature on the subject has been covered in the following areas:

8 2.4.1 Marketing function of libraries Marketing Mix Cost effectiveness Charging for the service NGO library as profit center Public relations in NGO library Self promotion by NGO library professionals Customer perspectives Customer relationship marketing Marketing in Indian Context Quality Marketing of library services Market survey and research Market segmentation Marketing strategy Products and services Health Science Libraries Marketing Through Facebook and Blogs Miscellaneous Marketing Functions of Libraries NGO libraries developed in response to a need for specific information and the emerging recognition that an organization with quick access to information may have competitive advantage over other types of libraries. Marketing is a pervasive societal activity and its application in libraries and information canters has become significant in recent years as more library professionals have realized its importance as an approach oriented towards satisfying users need. Marketing is an exercise in identifying the needs, wants and demands of users and matching them with the design and development of new products. Within this context it involves the following activities: Knowing the different segments of users and their needs Assessing the needs and demands of users Developing and designing new products and services

9 Assessing the strength and weakness of existing environment, information products and services. According to Stanton, Miller & Layton (1994) by developing an effective marketing programme, a non profit organization can increase its chances of satisfactorily serving stakeholder and client markets and also improving the overall efficiency of its operations. Selection of user groups to be served and determination of their information needs are among the most important steps in marketing internal information services. Information centres should position their programmes to support corporate goals, objectives and priorities Marketing Mix Ideas from the new product development process can be used to study the impact of new information services. The corporate information center of AT & T communication used this method to evaluate a public access database service. Because valuable staff time and system resources would be needed to transform an internal database to a user friendly form, the need for study before implementations was critical. After gaining information client needs, database development and possible impacts, the decision was made not to implement. Thompson 2 (1986). Yates-Mercer 3 (1999) approaches the internal marketing of their services by information departments within companies in the business sector are surveyed. The context includes the political, economic and social changes of the last decade. The notion of marketing and its implementation by information services is first reviewed. The survey itself showed a marked change towards recognition of the value of marketing information services internally. This change in attitude is shown by a move away from treating marketing as promotion only, towards the use of other elements of the marketing mix, product, price and place It is seen to be justified by increases in budget, staff, performance and other benefits However, despite the conversion towards marketing, implementation is generally on a personal, informal basis, this suggests that environmental factors have contributed to the benefits. The study concludes that only with the use of formal evaluation procedures, linked through a marketing plan to the company's overall strategic

10 objectives, will marketing cease to be equated with promotion and take on its full role as a vital management tool. Rowley 4 (2006) argues the central role of pricing strategy in determining the future characteristics of the information marketplace. Focuses on three of the four variables in the marketing of electronic databases: product, distribution and price. The fourth variable, promotion, is omitted. Discusses the product variable in terms of the nature of information as a product and its value, consumption, dynamics, life cycle and individuality. Considers the distribution variable in terms of three potential distribution channels: CD- ROMs; data networks; and facsimile transmission; noting that many producers are still involved in printed products. Discusses the price variable by considering five key approaches to pricing and charging: optimal pricing; pricing according to value; pricing for full cost recovery; marginal cost pricing; and free distribution of services. Analyses the pricing structures for online searching of external databases (subscription charges, discount plans, volume purchase plans, connect time charges, display and print charges, telecommunications charges, session rates, charges for special commands, and charges for special services such as SDI, statistical reports and end-user services). Presents a similar analysis for CD-ROM databases. Concludes that the complex and chaotic information marketplace may be alleviated by standardization in pricing structures for products such as CD-ROMs and research which seeks to link the factors that influence pricing structures to a more closely defined model. According to Panella 5 (2009) the Library Services to People with Special Needs Section of IFLA was founded in 1931 as the Sub-committee on Hospital Libraries. It was the first sub-committee IFLA formed for a special user group, that is, hospitalized people who could not use external libraries. The young subcommittee soon saw, however, that due to a range of disabilities often secondary to the cause of hospitalization, some patients required special reading aids, for example, sensory or mobility aids. Those needs also became evident among community members. Wanting to address them, the sub-committee expanded its focus overtime to include people who, for whatever reason, could not use conventional libraries, materials and services. This paper traces the sub-committee s evolution from sub-committee, to

11 committee, to sub-section, and finally section that today promotes library resources and services for a broad range of special needs people. Its growth in part reflects the expansion of the Federation itself. The study by Dhiman & Sharma 6 (2009) states that the planned package of elements that make up the product or service offered to the market. It can also support library and information services to reach target markets and specified objectives. Paper also discusses services marketing mix concept and its application in the library and information centers, the marketing mix aim at communicating effectively with the publics of the library or information services and satisfying target user, client and customer needs. Rice 7 (1995) identifies the optimum role of public library business information services (PLBIS) with UK's Business Link and the steps which can be taken to achieve greater cooperation between them. Examines briefly some conclusions concerning public library partnerships with business referral and advisory services by identifying the role played in the past by public libraries in partnerships with these services. It discusses the advantages and disadvantages of the public library joining the Business Link partnership and draws attention to assets which the PLBIS can offer. It identifies the service development areas which need attention from the public library service wishing to derive the maximum benefit from its Business Link involvement. It concludes with useful suggestions and recommendations for successful cooperation between public library business information services and the Business Link movement. Fidzani 8 (1998) reports on a study undertaken to determine the use of library resources and services by graduate students at the University of Botswana. The study collected empirical data on graduate students use of resources and services. Data were gathered from 144 of 223 graduate students registered for the 1996/1997 academic year. The findings indicated that guidance in the use of library resources and services is necessary to help students meet some of their information requirements. There is a significant relationship between perceived ability to use information sources and study programme. The study concluded that to enable students make maximum use of the library resources and services, they need

12 training on how to use them. Day 9 (2002) traces the history of the provision of business information by Leeds Public Libraries, UK, from the opening of the Public Commercial and Technical Library in 1918 to the revolutionary impact of the Internet in the 1990s. Describes how the Library came to terms with the need to integrate the Internet into its mainstream business information services, with particular reference to its limitations and to the provision of company information, market research, British Standards information, press cuttings and articles from specialized trade and scientific journals, and patents information. Focuses on some of the reasons why the public business library is still needed as a service to businesses, even after the introduction of the Internet and considers the Library s changing role and the need to impress on all concerned, especially government, the continuing value of these services. Looks to the partnerships formed by the Library over the years and the ways in which these are expected to assist in realizing future opportunities, in particular, the fact that all public libraries in England gained free Internet access at the end of Offers some useful ideas about how the Library could develop, noting that SINTO, a Sheffield based information network formed in 1938 and originally a partnership between the public library, the two Sheffield universities and various leading steel companies of the time, is being examined as a model for future services in Leeds. Concludes that the way forward can be defined in terms of five actions: redefinition of priorities; marketing; budgets; resources; and the use of information technology (IT). Neuhaus 10 (2003) states that in 1999 a library marketing committee was created on the University of Northern Iowa campus. The aim of this committee was to heighten administrator, faculty and student awareness of library resources and services. This marketing committee was charged with helping administrators, faculty, and students realize what we librarians already know that the library is capable

13 of galvanizing, nurturing, and supporting the research of the university community. During 2000 and 2001 various marketing efforts and experiments were employed by this committee including: promotional newsletters and postings, student surveys, co-operative marketing studies conducted with marketing students, participation in student and faculty orientations and creative advertising via library pens, library shirts, online library newsletters and sidewalk slogans. While results from this ongoing experiment are encouraging, committee members discovered that significant time, effort and money can be expended in marketing a library. McMenemy 11 (2008) critically examine the potential implications of a recent initiative in public libraries in England that sees commercial direct marketing placed in library books borrowed by users. Design / methodology / approach The article is a reflective viewpoint around the nature of the librarianuser relationship and discusses some of the literature in this field. Findings The paper finds that the initiative potentially endangers a relationship built on impartiality and user needs. Practical implication The paper analyses a new area of public library policy. According to Nims 12 (1999) the marketing involves designing products based on user needs and wants. At the thirteenth annual LOEX Conference in 1984, the application of marketing principles to library instruction programs was investigated. This article examines the role of marketing, promotional activities, and public relations in library instructional services, and discusses some reactions to using these techniques to improve instruction programs. According to Goi 102 the main objective of this study is to review the present marketing mix applies particularly to the marketing. This study provides an idea to the marketers and can be used as tools to assist them in pursuing their marketing objectives Cost Effectiveness

14 The determination of cost benefit to the sponsoring organization is far more difficult, and probability cannot be made on consistent and continuing basis. However, user perception that such cost benefit exists, even if unsupportable in an accounting sense, can suffice to justify the validity of the library operation. It is this perception and appearances that library managers must seek to cultivate. White 13 (1979) developed mechanisms to establish and evaluate cost effectiveness in the administration of libraries are as feasible and necessary as for any other operational unit Charging for the service Bates (1998) reported that how libraries can initiate the fee based information services. What are the possible areas of charging? Why organizations and institutions are ready to outsource some of their information products and services for a price. Citron & Dodd 14 (1984) discussed in their paper the charging mechanisms of the off campus and on campus users. Warner 15 (1987) started a programmed for those concerned with fee for information service operations, as well as for the professional considering personal entrepreneurship or consulting. Kingman & Vantine 16 (1997) in their paper mentioned how fee based information service INFORM Model, could be useful for the corporate information center. They have described the INFORM model in detail that how the service model is effective in library environment NGO Library as a Profit Center The information center is a business in its own right with customers, a mission, competition and a range of products and services to market. By using marketing techniques such as segmentation to identify customers, goal setting, and promotional and sales techniques, information professionals can increase the corporate library s visibility within the organization. Above all the, the information professional is engaged in service marketing that depends on cultivating customers relationship. Soliciting feedback, documenting results, and learning from mistakes will make the information center s success count towards the overall goals of the organization, Brown 17 (1997).

15 Libraries and information centers can increase their effectiveness by changing the way they are seen by the organizations they serve. Two ways that perceptions can be changed are: to change the methods used to account for the library financially; to change the way service are provided to better meet the user s needs. Seven steps for increasing the real and perceived value of the library to the organization are proposed Tweed 18 (1984). Echelman 19 (1974) in his paper in 1974, discussed the working environment of the library, he also emphasized on library s relationship to the larger institutional environment of which it is an integral part. The framework of this discussion is the corporate business of library because that is the type with which the author is most familiar; but most of the points made here can be applied to much other kind of libraries as well Public Relations in NGO Library In today s cost conscious economy, it is imperative that the library has a well defined public relations programme, public relations activities and problems of the library in a business environment are considered. The audience served are identified, and some of the active means by which business libraries can successfully sell their services are outlined Pertel 20 (1981). Stuhlman 21 (2003) in his paper emphasized that every library irrespective of type public, academic or special should think like a business proposition and develop a public relation plans. They need to be concerned about patrons and potential patrons. Libraries are always concerned with improving services, communication for users and support groups. Both users and nonusers need to know what the library offers and what it could offer if given more support. No library can coast on the assumption that its services are vital to its city or institutions. Libraries are vital only if the community perceives them as vital. In fact, Assinder 22 (2004) came out with a unique business model called Business Insight. This outsource service provides specific information to other libraries on economic, social, business, legal, corporations many areas etc. This model has given them so much revenue that in a short period of time they become self sustainable.

16 2.4.7 Self Promotion by Library Professionals Librarians often serve in the background of organizations. They provide the resources and information; to ensure successful decision-making and they anticipate the needs of users, often before users themselves to know what they may need. Because so many of these contributors are behind the scenes, it is important that librarians develop the one skill that often seems an odd with the ethics of librarianship that of self promotion. Self promotion is often discouraged in our community as if it is simply self-serving behavior; again, not part of the librarian ethnic. Schachter 23 (2008) has mentioned in her paper that personal relationship with the customers continue to be the most important aspect of marketing, but the use of new technologies is changing, so self promotion to the potential customer also changing rapidly Customer Perspectives Gupta & Jambhekar 24 (2002) who have done extensive work in the area describes What Is Marketing in Libraries? Concepts, Orientations, and Practices in his study. According to the study, In recent years, marketing has been gaining importance in libraries throughout the world. Self-support policies, increasing competitiveness in the marketplace, rising customer expectations, and widening access to information are some of the main reasons for this trend. To survive in such an environment, library and information centers must identify their users' needs and integrate this information into the everyday workings of the library. It is revealed in the study that the first requirement for successful marketing in library and information services is a clear appreciation for what marketing is and what it can do. The study also describes the role in two faces in people s eyes such as Some people equate it with the pursuit of sales rather than customer satisfaction where as others view it as the production of brochures and other low-level marketing communications. Gupta & Jambhekar 25 (2002) in their study Developing a Customer- Focus approach to Marketing of Library and Information Services revealed that philosophically, users are the central entity in all types

17 of libraries. The characteristics of the user body make up an essential and indeed central element in the development of library services. In ways that are now familiar from service industry contexts, we need to incorporate elements of client-or customer-centeredness in our approaches to serve users. Users also expect recognition, attention, and appreciation for their individual needs and have desire for selfexpression. In such environment, the library system triumphs, which has more customer-focus approach in serving and meeting these needs and the library becomes market driven in the real sense. The customer-focus organizations accept that marketing issue is philosophical and also a strategic one. They are concentrating on developing customer orientation. Their focus is on distinctive competencies, value delivery, customer- defined quality, relationship management, and a customer-focused organizational culture. According to Gupta & Jambhekar 26 (2003) the concept of marketing is widely applicable in library and information environment. Marketing concept itself is changing and has different meaning for different people. Now marketing is whole organization concept and organization wide philosophy, which requires years of continual work. It is a way of working and a way of serving the customers in which every activity is committed to customer satisfaction. Marketing of library services is the effective execution of all the activities involved in increasing satisfaction of users by providing maximum value to them. It is a total solution for library and information centers. There have been enormous developments in marketing of library and information services around the world. The present paper explores the discipline of marketing of library services as a new academic subject in library and information education focusing on the Indian experience. Gupta & Jambhekar 27 (2002) in their very another study Which Way Do You Want to Serve Your Customers has described about some of the important issues related to the customers and marketing that Library service is essentially a service to the community of users but some librarians could be accused of poor services to customers. The development of customer-oriented services skills not only allows the library to put forward the services offered as effectively as possible, but also tests its services and

18 facilities against users' needs and wants. Thus, the library needs to re-examine the ways in which it serves its users. A good service is of little benefit to the community if it is not made available in the most effective way. Part of this strategy will involve the careful presentation and packaging of services and facilities offered to give both the best individual service, and at the same time, a clear and effective message about the total library services to customers. Customer knowledge is an important asset for all businesses. The rhetoric of e-business emphasizes the opportunities for knowing customers in the digital economy. The article by Rowley 28 (2002) sets the contest with a brief summary of the key characteristics of the knowledge management paradigm. This is used as platform for formulation of the questions that form the core of this article. What customer knowledge does business does require? What customer data can be collected? What are the challenges for translating data into information knowledge? Can knowledge culture be created in online customer communities? Whose knowledge is it anyway? Customer relationship marketing Customer relationship marketing (CRM) system as process which effectively combines marketing customer service, and quality with the view to retain customers. Librarians in the present context have understood the importance of their customers and customers needs, and how to help them by providing quality service. Jayasundaran 29 (2001) argued that most of the libraries in Sri Lanka have failed to exploit marketing techniques within the framework of customer relations and providing quality service. In order to fulfill financial requirements, the paper presented a well-established concept commonly used by high potential profit making organization in the business world Marketing in Indian context Many papers have been written in India on marketing of information; the marketing concept in Indian libraries has not been accepted in a good way like in the European countries e.g. USA, UK, & Canada Etc.,

19 According to Mohan in a survey of different nature libraries of India found that though the librarians had positive attitude towards marketing of library and information services, they perceived some barriers in applying the concept of marketing in libraries like lack of knowledge, skills and exposure to the concept of marketing and lack staff & finance. Lack of awareness among library users & low demand for services, availability of parallel services and low image of the libraries themselves are some of the major problems which identified. Roy & Chatterjee in their survey of 150 libraries of India to explore the possibilities and problems of applying marketing techniques Quality The degree to which marketing is taught in UK library schools was investigated in a survey, conducted in Summer 2001, of the extent to which library and information services (LIS) marketing and quality management were being taught as part of the curriculum. The study was a companion to ones covering the situation in North America (France Bouthillier at McGill University) and in Brazil (Sueli Mara S.P Ferreira of Sao Paulo University). The results from all three surveys were presented at the seminar held by the IFLA Management and Marketing Section, Quebec, August In the UK survey, all Library Association/ Institute of Information Scientists accredited courses (21 undergraduate and 37 postgraduate) were mailed. Questionnaires were sent to Heads of Department in each of the 17 institutions with relevant courses, where respondents were asked whether they regularly offered classes in marketing of library and information services and the management of service quality. Out of a total of 56 potential returns, 18 questionnaires were returned by eight institutions (32% response rate) with eight related to undergraduate courses (38% response rate) and ten to Master s (27% response rate). The key results of the survey revealed that there has been steady improvement in the teaching of marketing to information professionals over the years, but that the change is taking place slowly.

20 Mark & Hazlin 30 (2003) in their study on Leadership Competencies in Library and Information Science: Marketing as a Component of LIS Curricula described that the Leadership competencies are an important component of the research literature and organizational study in the private sector. Leadership competencies serve to define the nature of effective leadership, the leadership qualities and areas of knowledge needed by those who contribute to organizational success, and help to define the types of educational preparation needed by leaders. The organizational, societal, and competitive changes affecting library and information service organizations emphasize the need for effective leadership and the identification of leadership competencies in the profession. This article proposes the articulation of an important component of such a statement of leadership competencies, that of marketing as a leadership competency in library and information science, for professionals who play a key role in ensuring value and relevance for their employing organizations. The research presented here identifies a rationale for such a statement and addresses the extent to which library and information science (LIS) education provides the type of educational preparation needed by leaders in the area of marketing. Burtons 31 (2005) elaborates the popular claims that librarians and information professionals are threatened by the continued expansion of the quantity of information that is available on the World Wide Web, by noting that many of their skills, such as classification and taxonomy, will be increasingly demanded by the information services that are available online. The author discusses the issues involved in the work of librarians/information professionals in online information services in the context of her experiences at Factiva, a provider of current and archival business and news information, with thousands of newspapers, magazines and newswires searchable by a web interface, which is staffed by traditional library and information science (LIS) or Master of Library Science degrees. The important role of librarians/information professionals at Factiva is further illustrated by a listing of the job titles of staff in the main departments of: Content Services; Customer Service and Sales; and Marketing. The author concludes that the continued expansion of information on the web and the need to understand what

21 information is needed by various user groups will ensure that the traditional skills of librarianship and information science will always be in great demand. Dorney 32 (2004) explores that the Public library music provision, as a less traditional role for public libraries, has always caused contention: a vital source of cultural materials within the community though never confirmed to be a core part of library services by the Government. This article concerns itself with a detailed consideration of the decline of music services over the past decade, despite the support of the Library and Information Plan (LIP) for Music. A brief introductory section establishes the cultural importance of music along with the role that public libraries play in providing music resources and services to the communities they serve. The aims and objectives of the study are then presented, including investigation into the Music LIP, the decline in public library music provision and methods of marketing and promotion. The results of a postal survey sent to all 213 local authorities in the United Kingdom are analysed to assess the current levels of provision, methods of marketing and professional opinion concerning the decline. Finally, a discussion section summarizes and considers the information provided by the study and recommendations are made with the intention of halting the decline in public library music provision based on the evidence presented. Kroeker 33 (1999) has elaborated that the World Wide Web is changing the face of today s academic libraries, that is, the way in which we use them and how we give value to them. In this article, the author explains what the Web means to the academic library and why it has become worthy of consideration. He shows that the Web will have a great impact on the library, whether the library wants it to or not, and that this impact will in large part be dictated to the library by forces both technologically and socially based and, therefore, beyond the library s overall control. Some consequences that the author sees of attempting to ignore Web technology or providing inadequate resources to it are discussed as well. Finally, he presents some of his observations on how the Web is changing the balance between the libraries as provider of information and teaching faculty as providers of education.

22 Rowley 34 (1997) considers the important role played by marketing in the work of library and information science (LIS) professionals and draws parallels between the concepts of satisfying customer needs inherent in both. Illustrates the argument with particular reference to a review analysis of seven representative marketing textbooks, chosen for their being well established and in at least their second edition. Identifies the most topical issues covered by each book and points to the differences in emphasis between them. Concludes that the advent of the global business world and associated global marketing, supported by powerful communication technologies, will be bound to pull together the LIS and marketing professions. Pantry 35 (2000) suggests various ways in which library and information professionals can and should demonstrate to their organizations and to the public that their function is not merely useful but provides an essential service. These are likely to include a combination of marketing, corporate intelligence, management skills and innovative thought and to be based on the belief that library and information professionals are best equipped to make sense of the new areas of information and knowledge management that are currently proliferating. Argues that the key to success lies in a new style of management, defined as entrepreneurial as applied to library and information service management. The fundamental nature and characteristics of entrepreneurs are discussed. These qualities include the ability to: allocate resources for service quality; delegate and organize; reduce individual and team stress; accept responsibility of leadership; motivate at all levels; select a good team; and develop a good team. The five requirements identified as being essential to allow the growth of entrepreneurship comprise: encouragement of risk-taking; financing, rewarding and recognizing innovation; improved means for dissemination of innovation in the public sector; provision of political leadership; and development of a new breed of public sector managers who are trained and motivated as entrepreneurs. Foster 36 (2004) surveys the use of business information in UK libraries, based on a questionnaire mailed in September 2003 to libraries/information departments, surveys the use of business...information, library, information...priorities Summary of findings...effective marketing of quality electronic services to

23 student...business services (6), publishing...retail, sports marketing and IT. Budgets...What is your library/information...a series of eight bands. Lee 37 (2007) cited the importance of marketing libraries to different industries in maintaining standard customer services in the U.S. According to the author, Internet services are useful in introducing and marketing both new and used products. The marketing libraries introduced the Long Tail concept that empowered online companies such as Amazon.com Inc., Netflix Inc., and ebay Inc. These online companies gained significant profit by tapping into these niche markets. According to the author, ebay has developed a classification system that allows collectors to search products in an easy and efficient way Marketing Library Services The use of information has increased too much at present, generally libraries are treated as not for profit making organizations and hence their income generation avenues had more or less neglected. But the rising cost and technology penetration into library services have compelled the library information persons to think about the need of efficient marketing of their services so that they can meet the challenges and cost pressures and fulfilling the users demands more properly. Kumar & Gautam 38 (2008) in their study elaborated the relevance of marketing in libraries. The study reveals the necessity of Marketing in changing environment and the applicability of the same in Library information centres to enhance the effectiveness in the current changing technological scenario. The study has emphasized the strong need of Marketing of Information in Libraries to meet the present need and survive in the modern technological and competitive world. Strengthening the idea further Jain, Jambhekar, Rao & Rao 39 (1999) in their pioneering study state that Library and information science is experiencing a period of radical change. Today, just as businesses must compete for survival, growth, and market space, librarians and information professionals must assume a more proactive role to cope with increasing competition.

24 Taking the need further Kumar 40 (2006) has also emphasized the need of trained professionals in the area and identified various skills. According to Kumar, PSG information professional must possess skills like, public relations, organization of conferences, seminars, meetings and training etc. as subject specialty is an important consideration while choosing an information broker. Ganguly & Kar 41 (2002) conducted a case study of Tata Energy and Research Institute (TERI), New Delhi and stated that TERI-LIC s experience of marketing is very encouraging. Its wide range of products and services are marketed and disseminated to the end user through an effective marketing strategy. Most of the services and products are price-based. Koontz, Gupta & Webber 42 (2006) in their paper review key contributions to library marketing literature, from the early 1970s through the present. Many of the bibliographic citations lead to hundreds of publications authored over the last 30 years. As marketing developed in the United States and western culture, the majority of the publications are in English. Gupta, Koontz, Massisimo & Savard 43 (2006) have describe in their book on Marketing Library and Information Services: International Perspectives as Marketing of library services has now been recognised as an essential agenda item for almost all kinds of libraries all over the world. As the term marketing has different meanings for different colleagues, the bundling of dozens of contributions from a truly international group of librarians which is presented in this book, provides a broad scale on the topic. Therefore this study offers a useful tool for both working librarians and future librarians to understand vital issues relating to marketing of library and information services at the local, national and international level. As per Doherty 44 (1995) most of the studies of market development have concentrated on the private sector. This paper, in contrast, focuses on the not-for-profit sector by analyzing market development in the British public library sector. This paper firstly presents a summary of the nature and extent of marketing development in the library services sector. The paper continues by addressing the issue of why some local

25 authorities undertake a high level of marketing activity, while others do very little. A wide range of potential influences on the degree of marketing activity, both at the macro and micro level, was empirically analyzed. This study concludes that the level of marketing activity is highly influenced by both the range of services offered by the local authority and the presence of a marketing function within a specific organization. Nawe 45 (1993) stresses the need for library and information professionals to adopt a pro-active approach in marketing their services in the context of basic marketing principles, in order to achieve the ultimate aim of serving both actual and potential users of such services, with special reference to sub-saharan Africa. Marfleet 46 (2006) described the work of the British Library Business and Intellectual Property Centre, which was launched with the Library s first above the line marketing campaign. Explains the challenges of providing a national service to businesses although physically based in London, and designing a range of new services to meet user needs. Covers the workshops programme, the Ask an Expert sessions, and the forthcoming information advice and consultation service. Describes the Library s business and intellectual property collections, including its electronic resources, online enquiry service and website. Also covers the evening events for entrepreneurs and the fee-based research service. Hovius 47 (2006) has focused on a selection of partnerships which have strengthened the Hamilton Public Library s role in the provision of literacy and information services and added value to the City of Hamilton, in Canada. The focus is on community-based partnerships although the Hamilton Public Library also has many active partnerships with other libraries at the provincial and national level. The partnerships are arranged in chronological order. Over time, the Library s role within a partnership has evolved - from information and referral to content management and community empowerment. Delene 48 (1981) has mentioned that in the past ten years have witnessed a broadening of the definition and concept of marketing. After much debate, it has generally been agreed that the marketing procedures and