Marketing of Library and Information Services

Journal of Commerce & Management Thought Vol. 6-1, 2015, pp 162-175 DOI : 10.5958/0976-478x.2015.00011.7 Marketing of Library and Information Services Shripad V. Chandratre, 162 Meghana S. Chandratre Abstract For optimum utilization of information and 24x7 accesses to information libraries have changed themselves strategically. Marketing as a concept and as a practice, still seems unknown to many library and information personnel. The nonprofit organization like a library is basically engaged in the production of services rather than goods. Services are distinct in nature primarily due to the characteristics of being intangible, inseparable, variable and perishable. The branding in library and information context involves a lot of challenging issues. One of the most important things that a good academic library can offer is a long term relationship with the people who use library services. Now a days corporate workers start branding themselves as their own personal. Academic Librarians too can create most positive stereotype by customizing library and information services with his/ her own flavor of personal brand (touch) of long last relationship. Keywords : Library and Information Services (LIS) Marketing, Marketing Strategy, Branding

Marketing of Library... 163 Introduction At the door of twenty first century lay a new awakening! The world was buzzing with a plethora of new concepts like reforms, innovations, reengineering, remapping. At the same time every sector of knowledge stared buzzing with the new managerial concepts of core competency, vision & mission, CSR, SWOT, innovations etc. Yes this was the wake up call to change managerial gear. How come the gatekeepers of knowledge librarian/ information officer, libraries / information centers can be last one? They are also stared glittering with new ICT techniques, e-services, digitalized & virtual libraries and so on. Multifold factors influence the library and information science filed for overcoming the users expectations, changed world of ICT, its services and sustainability. Electronic age began to impact libraries in 1980s and libraries started developing as electronic services from paper based industry. 1960 the MEDLAR was started for medical profession which is costly and not made for multiuser. The internet the king of today s world changed each sector in a phenomenal way. Development of Hypertext, GUI forced libraries to start working as web experts. The LIS professionals started developing themselves with knowledge, ethos and technical skills to adopt innovative practices for delivery of information in the present digital era. For optimum utilization of information and 24x7 access to information libraries changed themselves strategically. The LIS field developed as librarianship to library administration or management. Now these library managers started acquiring and applying managerial skills to library and information services. This ongoing activity of innovation and redesigning of services changed the nomenclature of librarian to Information officer and in googleisation world he tries to fit as cyberian and new generations of users are making new demands for library service provisions. Objectives: This study is focused at: 1. To understand the need for marketing of library and information services (LIS).

164 Journal of Commerce and Management Thought 6-1 2. To understand the strategic planning process required for LIS marketing 3. To analyze the term Relationship Marketing in the context of LIS marketing Methodology The study is based on secondary sources freely drawn from books and journals. The study deals with marketing aspects of library and information services. This study may reflect professional development aspects of librarians especially working in college libraries. This paper can be termed as concept paper prepared with the intention to generate awareness towards professionalization of library and information services management.the researchers have done the literature review to understand the concept of Marketing, its application to LIS field, various observations and discussions and professional experience tried to recollect the concept of Marketing to develop a strategic outlook for promotion of Library services. Why Marketing of Library and Information Services Librarianship is experiencing rapid change. Various internal as well as external factors are reshaping the role of libraries. Librarians and information specialists have debated the idea of marketing for the information sector. Several things have compelled us to learn about marketing and using it. Following factors are responsible for encouraging the library profession to develop a marketing approach in its operations and services. : 1. The information explosion (rapid growth of reading material) 2. The technology revolution; 3. Escalating library costs/ budget cuts 4. Increase of user based services 5. Networking demands/ complexity in information requirements 6. Competition by database vendors 7. Reading habits among people declining due to reasons such as onslaught of television and Internet

Marketing of Library... 165 Development of Marketing services in LIS: Marketing as a concept and as a practice, still seems unknown to many library and information personnel. Some LIS professionals may feel that marketing is somehow inappropriate for a public service institution such as library and see no room for such practice in a not-for- profit profession like librarianship. Some information service managers feel that marketing is inimical to the nature of their activities. But with increased competition in the world of information, marketing is a factor for survival. At the same time, there is a common misconception that promotional activities alone constitute marketing. Ranganathan s famous Five Laws of Library Science (Ranganathan 1931) was published in 1931 and have been discussed in the light of marketing by many authors. Interestingly, these laws can be said to be relatively well aligned to marketing theory where the reader (sometimes called the customer) is king, and is the focal point of the library; thus the whole organization (resources, services, facilities, rules and regulations, procedures) becomes customer focused. Still in the era of competition Library and information service professionals are realizing that the delivery of effective services must be based on strategic planning. The ability of businesses and organizations to promote their services or to make potential users aware of their products can mean the difference between success and extinction (kotler, 1997).The marketing understanding for any LIS professional involves right thinking, strategic outlook, and operational tactics. Thus for LIS professional marketing process can be a simple advertising, promotion, or public relations part of marketing. Marketing in modern sense is considered as the management process which identifies, anticipates and supplies customer requirements efficiently. Marketing with reference to LIS Marketing has been defined and explained in many ways by different authors. The definitions given by the American Marketing Association (AMA) and The Chartered Institute of Marketing (CIM) have been widely

166 Journal of Commerce and Management Thought 6-1 accepted over the years, but are redefined time and again there is still an emphasis on process that is fundamental to marketing one can see the transition in the focus areas: the use of the words value, managing customer relationships, and stakeholders being brought to the center stage in this definition (Gupta 2006). According to Kotler (Kotler 1985), Marketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It tries heavily on designing the organization s offering in terms of target markets needs and desires, and on using effective pricing, communication, and distribution to inform, motivate, and service the markets. Similarly Stanton has opined, Marketing is total system of interacting business activities to plan, price, promote and distribute want satisfying products and services, and present to potential customers. How Marketing in LIS is different Marketing, in the context of library, is considered as the art and science of finding and keeping readers and users of the library and information centre. This concept was first introduced by Kotler and Levy in 1969 (5). In 1982 he again elaborated the marketing strategies for Non-profit organizations like libraries. According to him, nonprofit organization like library is basically engaged in the production of services rather than goods. Services are distinct in nature primarily due to the characteristics of being intangible, inseparable, variable and perishable. Thus there is also need of different approach towards marketing of services vis-à-vis marketing of goods. Within different kind of services, Information service is not only considered as valuable commodity but also as marketable commodity (Eagleton 1992). Information products/services, like any other commodity, are demanded in the market and the demand is affected by factors like price, reference, income, expectations, populations, seasons, technology, and price of other goods.marketing intended for not-for-profit organizations such as libraries is referred to as the societal marketing (Adeloye, 2003). The above definitions call for analyzing various activities in marketing. They are: 1. Market research and customers analysis

Marketing of Library... 167 2. Development of new services 3. Pricing 4. Distribution 5. Promotion 6. Evaluation of services All the above mentioned activities of marketing as applied to other industrial sectors are equally applicable in the area of information products and services. Whether it is for profit or non-profit sector, methods remain the same while the policy varies. Thus one way meaning of marketing is building customer relationships, branding and corporate identity, marketing communications, price and pricing policy, collecting marketing data and marketing strategy and planning. The marketing plan is critical process which will establish the library s business goals and objectives and it may be like blue print for achieving goals. Katz (1988) calls marketing action most effective when the relevant activities are planned and co-ordinate. It is tool which will ensure that the library services and products are viewed in focused and clear way. Marketing plan is very useful to improve their image and to attract more users. Information professionals must understand that it doesn t matter what library type, it doesn t matter how large or small the library is you need to draw attention to your library, your services, your worth to your community, your administration, your staff, and your users. Marketing Strategies and Tactics for LIS: Marketing strategy is an integral part of marketing plan. The strategy necessarily includes DSTP-differentiation, Location and Segmentation, Targeting and Positioning. Differentiation, spells out the precise way in which our Library is different in some specific meaningful, unique, relevant way to our Target Group. Segmentation is the process by which we divide the market as per demographics, psychographics, behavioral and geographical. Thereafter targeting takes place; process by which we clearly select and define the group of customers to which we desire that our library and information services are directed at every activity, promotion and locations that we will be employing in the future will be carefully crafted so that an

168 Journal of Commerce and Management Thought 6-1 integrated and holistic message is become at our customers. The last component of marketing strategy is positioning which is nothing but the unique image and benefits we wish to create in the customers mind. The library has many products and services that it can market. Each library needs to identify what it wishes to market and how. Marketing is not just about developing and promoting new services and products but also about bringing awareness to clients of existing services and products and determining their appropriateness. Marketing plan needs to be developed and implemented with ongoing enhancement of the services and products should follow. Many libraries have come to appreciate the contribution and application that marketing concepts can make. In designing the marketing mix and developing the marketing plan, the so-called 7Ps have become central to libraries product, price, place, promotion, participants, physical evidence, and process. According to K Sharma and S Bharadwaj (Sharma & Bharadwaj 2009), 7Ps of Marketing Strategies of libraries are: 7 Ps of marketing strategies of Library

Marketing of Library... 169 Meaning of 7 Ps : ProductProducts or services of the general reference and information service department. This is, of course, the information, reference, and ancillary services that add value such as personal assistance, referral services, online database searches, document delivery, and interlibrary loan.pricepricing of use of the library is usually that of the time and effort the user spends traveling to the library, as well as the time and effort spentplaceplace of service, based upon knowledge of the market of J library, is essential in order to identify users and their discrete information needs and wants. To expand the service area, the library may have branches, bookmobiles, or electronic access, etc.promotionpromotion includes utilizing persuasive information about general information services, and communicating this information to target market segments that are potential users. Five kinds of promotion include: publicity, public relations, personal representatives, advertising, and sales promotion.participantsall human actors who play J part in reference and information services delivery, namely the library s personnel.physical EvidenceThe environment in which the reference and information services are delivered that facilitates the performance and communication of the service.processthe procedures, mechanisms and flow of activities by which the reference and information services are acquired. According to experts like Wolf to market library resources and information services is not difficult. Here are few suggestions for marketing the library services: 1. New acquisitions like new online patent database or set of electronic journals must be communicated to clients who need them. 2. New services like online versions of examination papers, the development of an e-print archive of institutional research papers, the use of plagiarism detection software and online thesis submission must all be publicized to potential users. 3. Create library web page for the users. The web page is good way of promoting library information services and resources. 4. Emails containing new library resources and tips on finding information are of great value at the critical stage.

170 Journal of Commerce and Management Thought 6-1 5. Use library wall space. The library can display different language study tools such as bilingual dictionaries, English thesaurus, dictionary of synonyms and antonyms, subject-related dictionaries and encyclopedias. 6. Attend academic lectures if the department you are responsible for has prominent number of users. 7. Librarians can meet users to discuss and gather information about their needs as well as to promote the offered information services. 8. Links to Help services from all appropriate library web pages, where assistance may be needed. Librarians must embrace the cross-channel experience when providing information service and work with users to find the most useful channel for their purposes. Strategic planning is required for achieving success in marketing on sustainable basis. Strategic planning involves formulation of vision, mission and goals setting. It may involve market research where one can do is o Understand your client (market research) o Identify your client market (segment and target) o Identify your strengths as competitive business (position) o Know the products your clients want and where they want to use it (product and place) o Develop effective and efficient procedures and systems that facilitate outcomes for clients (processes) o Employ and train staff in both work skills and client relationship marketing (people) o Communicate the benefits and advantages of your product over competitors, such as the chaos of the internet (integrate marketing communication) Skills for Marketing of LIS: Library personnel require the following professional knowledge and skills for marketing information and library services:

Marketing of Library... 171 Perception of user needs and ability to obtain feedback from users Technical knowledge, such as ability to use the Internet Knowledge of various marketing strategies for promoting information skills Barriers to Marketing of Library and Information Services are: 1. The relatively low level of knowledge and lack of agreement of user requirements, wants, and needs. 2. The virtual impossibility of estimating the value contributed by information products and services to the efficiency and conduct of research and development and the advancement of scholarly pursuits 3. The general economic unsophistication of those, mostly schooled in the humanities and the non-market-oriented library school environment, which purchase information products and services. 4. Lack of business expertise among librarians and information scientists. 5. Casual approach in supplying information to the potential users; 6. Lack of perception of how much information services and products can contribute to boost research and development activity. Branding and its relevance in LIS: Brand is the name, term, design, symbol, or any other feature that identifies one seller s good or service as distinct from those of other sellers. Branding is considered as one of the important tools of the marketing discipline. Brands are at the heart of the marketing and business strategy. Organizations of all types are recognizing the value and importance of using their brands to improve performance and build deep relationships with their customers. The process of branding is generally seen to offer range of perceived advantages and benefits for both buyers and sellers and including providing images and information on quality; offering recognition, reassurance, security and exclusivity; contributing to brand image and identity; market segmentation; the mutual development and strengthening of trading relationships; and legal protection. Thus brand is personification of the total offering of an organization or product and its value and contribution, to both the organization and the

172 Journal of Commerce and Management Thought 6-1 customer, makes it key issue for library and information providing sector. The library is brand. It carries all the associated issues from service quality and cost, through to positioning and growth; it is J real business issue, which requires senior management attention. Branding the library can be used as signal to the rest of the organization of change in attitude, new philosophy, and different approach towards business. Branding the library is not just simple process of thinking up good name and putting it on library holdings. Although significant amount of literature on services deals with measuring or delivering customer satisfaction in library and information settings, but not much of it addresses the issue of branding services. Branding has yet to receive its due consideration in LIS. For effective branding following are the starting points (Melvile 1995) The customer s perception of the library; The library s attributes recognized by the customers; Your own perception of the library; What customer attributes you feel the library has to offer; What attributes the customer(s) seeks; The customer s image preference. Branding can play special role in information service organizations because strong brands increase customers trust of the invisible, enable them to better visualize and understand the intangible benefits of the services which very much depend upon the employees actions and attitudes because services brands are particularly different from those of physical good. These differences revolve partly, at least around the fact that within service profession the staff s relationships and interactions with customer plays pivotal role in influencing brand quality and brand values. In an age of social media, the application of idea of personal branding has started. The celebrities and media commentators have created their own personal brands for years. Same way in the library world librarian can take advantage of opportunities by their reputations and the quality. Academic libraries generally do not have direct sales function, but they do have

Marketing of Library... 173 history of building lasting relationships with different stakeholders, including university administration, researchers, instructors, and students. Indeed, one of the most important things that good academic library can offer is long term relationship with the people who use library services. A study conducted by Oldman as early as in 1977 had identified some of the reasons why people do not use libraries: 1. It is quicker to obtain information from sources other than the formal system; 2. Talking to people is regarded as preferable to reading books; 3. Individuals do not realize that they have an information problem; 4. Potential users are not aware of the library s facilities; 5. Users have had bad experiences with past or present service. It means that library services offered are not user based or in other words users are not are not made aware of the potentialities of information services and how these services can benefit them in their pursuits. The result is that whatever services are available, remain either unutilized or underutilized. The suitable marketing strategy may help any library in many ways as given below: - To improve their image and to attract more users. - To upgrade their reputation within their organization and as profession within the society. - To enhance the long-term performance of the library s service, The librarian needs to be well prepared to know that the when any user needs anything related to information he/ she must think of library/librarian. It is the power of the personal brand and relationship marketing come to the fore. Individual librarians create an idea (or more often change pre-existing idea) in the minds of students, faculty, and administrators about what that individual librarian is and does, thus creating brand. Through consistent application of that brand, students, faculty and administrators know what to expect. Assuming the idea they have of the librarian is positive, they return for repeat service. The academic librarians in general already have brand,

174 Journal of Commerce and Management Thought 6-1 whether it is acknowledged or not. But most positive, some customization or personalization in services would make it more effective as personal brand. Thus consistency has built a word of mouth advertising campaign. Conclusion In today s knowledge economy, library and information services are viewed as saleable products. More importantly, libraries have started treating their users as customers. Marketing is comprehensive term that describes all the processes and interactions that result in satisfaction for users and revenue for the information firm. Branding culture has yet to be embedded in information service organizations. The branding in library and information context involves a lot of challenging issues, as there are important differences between the execution of product and service brands. To have sustainable marketing strategy librarian must know his audience to pass message. The personal brand is an attempt to manage or control what people think of you and magnify the positive traits. In some ways it also works to improve quality or reputation on the line. Academic librarians can create most positive stereotype by customizing library and information services with his own flavor of personal brand of long last relationship. Acknowledgements We are grateful to staff of MET s Institute of Management for guidance and encouragement. Our special thanks to Prof. A S Dalton for his valuable suggestions while preparing this Paper. References Adeloye, A. (2003), How to Market Yourself and Your Library Organization: A Solo Librarian s Guide, The Bottom Line: Managing Library Finances, 16(1), pp. 15-18. Eagleton, K.K (1992), Quality Assurance in Canadian Hospital Libraries: The Challenges of the Eighties, in Blaise, C. (ed). The Marketing of Library and Information Services, Aslib, London, pp. 540-541. Gall, D Librarian Like A Rockstar: Using Your Personal Brand to Promote Your Services and Reach Distance Users, Iowa Research Online, University Libraries Staff Publications University Libraries 1-1-2010 Journal of Library Administration, Volume 50, issue 5 & 6, (2010), DOI:10.1080/ 01930826.2010.488928 Gupta, D.K. Broadening LIS marketing. In Marketing Library and Information Services: International Perspectives ; Munich, 2006; 5 20.

Marketing of Library... 175 Gupta, D K Re jean Savard, Marketing Library and Information Services Encyclopedia of Library and Information Sciences, Third Edition DOI: 10.1081/E-ELIS3-120044552 Taylor & Francis. 3553-3560 Jose, J & Bhat, MARKETING OF LIBRARY AND INFORMATION SERVICES: A STRATEGIC PERSPECTIVE, VISION The Journal of Business Perspective l (11) (2007), 23-28. Jestin J & Parameswari B Marketing of Information Products and Services for Libraries in India, Library Philosophy and Practice, Vol. 5 No. 1 (Fall 2002) Katz, B. (1988). How to market professional services, Prentice Hall Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and Control, Prentice Hall, Upper SaddleRiver, NJ. Kotler, P & Armstrong, G. J. Saunders and V.Wong, Principles of Marketing, Prentice-Hall, Hemel Hempstead, 1999, p. 571. Kotler, P (1985), Marketing for non-profit organizations,2nd ed., Prentice-Hall of India, New Delhi. Melville, G, From DP department to EDS it is time for IT departments to consider branding, Managing Service Quality 5(6) (1995), 6 8. Ranganathan, S.R. Five Laws of Library Science; Madras Library Association: Madras (Now Chennai), India, 1931. Sharma A Bharadwaj S, Marketing and Promotion of Library Services ICAL 2009 ADVOCACY AND MARKETING, 461-66 Oldman, C. (1977), The Strengths and Weaknesses of Marketing Approach to Library and Information Services, in EURIM II: A European Conference on the Application of Research in Information Services and Libraries, ASLIB, london, pp. 179-181. Singh R, Branding in library and information context: the role of marketing culture, Information Services & Use, 24 (2004) 93 98. The Authors Shripad V. Chandratre is Librarian in GES s Arts, Commerce and Science College, Shreewardhan, Dist: Raigad, Maharashtra Meghana S. Chandratre is Librarian in MET s Institute of Management, Bhujbal Knowledge City, Adgaon, Nashik, Maharashtra Email : shripad2008@gmail.com, meghanacs12@gmail.com Received on : 03,Dec.2014