Information Products and Information Services Marketing in University Libraries in Sri Lanka

Authors

  • H K I Sewwandi Lecturer, Department of Library and Information Science, University of Kelaniya, Sri Lanka
  • S A D H N Suraweera Senior Lecturer, Department of Library and Information Science, University of Kelaniya, Sri Lanka

DOI:

https://doi.org/10.48165/

Keywords:

Information Marketing, Information Sources, Information Products, Information Services, Barriers, and Challenges

Abstract

The concept of marketing for non-profit organizations like libraries has been introduced by Kotler and Levy  (Kotler and Levy, 1969). The library is engaged in the production of services rather than goods. Today we live in  an information age and also an era of competition. Most of the libraries have competitors. The library and  information field is undertaking endless evolution and change. Library professionals have understood that  effective services must be based on strategic planning. The ability of the libraries to promote their information  sources and services or to make potential users aware of their products and services can be the way to success.  Today's libraries need knowledge of information marketing to operate their services effectively. This study,  therefore, aims to identify information products and information services marketing in the university libraries  in Sri Lanka. The mixed research methodology has been used as a research methodology for this study while the  case research method has been used as a research strategy. There are three types of case studies exploratory case  studies, Descriptive case study, and explanatory case study. The Exploratory case study method was used for  this study. In this study, the questionnaire method was used to collect the primary data required for this  research (Qualitative data was collected through open-ended questions, and quantitative data was gathered from  the close-ended question). The printed questionnaire, as well as the online questionnaire, which has been created  using a google form, have been distributed among the target group, that is university librarians. The study  sample consisted of 15 state university librarians in Sri Lanka. Data analysis was carried out with SPSS  (Statistical Package for the Social Sciences). This study identified that under the current situation of  information product and services marketing, librarians have appropriate knowledge of information marketing,  However, most libraries do not have a specific information marketing policy. Furthermore, lack of trained  manpower, a lack of public relations skills of university library staff, lack of needs assessment, less attention to  promotion methods, and lack of a clear picture of the library in society are among the major problem in  marketing information products and information services in the university libraries of Sri Lanka. 

Downloads

Download data is not yet available.

References

Abul, M., Siddike, K., Munshi, M. N., & Mahamud, R. (2013). Marketing of web based academic library services in Bangladesh. 5(10), 378–385. https://doi.org/10.5897/IJLIS12.055

Adegoke, K. A. (2015). Marketing of Library and Information Services in University Libraries: A Case Study of Usmanu Danfodiyo University Library, Sokoto-Nigeria. Intellectual Property Rights: Open Access, 03(02).

https://doi.org/10.4172/2375-

1000143

Adekunmisi, S. R. (2018). Marketing strategies used by librarians in a state university library. University of Dar Es Salaam Library Journal, 13(2), 18–32.

Aderibigbe, O. A. (2015). Strategies for Marketing Information Resources and Services in Federal University Libraries in the North- west zone of Nigeria. Inter. J. Acad. Lib. Info. Sci, 3(10), 303–309. https://doi.org/10.14662/IJALIS2015.051

Aggarwal, P., Vaidyanathan, R., & Castleberry, S. (2012). Managerial and Public Attitudes Toward Ethics in Marketing Research. Journal of Business Ethics. https://doi.org/10.1007/s10551- 011-1140-2

Akporhonor, B.A. and Olise, F.N. (2015), “Librarians’ use of social media for promoting library and information resources and services in university libraries in South- South Nigeria”, Information and Knowledge Management, 5(6), 1-8.

American Marketing Association. (2007). Definition of marketing. Retrieved from http://www.marketingpower.com/Abou tAMA/Pages/DefinitionofMarketing.aspx

Association of Research Libraries. Systems and Procedures Exchange Center. Association of Research Libraries. Office of Leadership and Management Services. (1999). Marketing and public relations activities in ARL Libraries: a SPEC kit.

Washington, D.C.: Association of Research Libraries, Office of Leadership and Management Services.

Bergkvist, L., & Taylor, C. R. (2016). Leveraged marketing communications: a framework for explaining the effects of secondary brand associations. AMS Review. https://doi.org/10.1007/s13162- 016-0081-4

Bhatt, R. K. (2011). Relevance of Ranganathan’s laws of library science in library marketing. Library Philosophy and Practice.

Block, J., & Edzan, N. N. (2002). Information marketing in Sri Lankan academic libraries. Malaysian Journal of Library and Information Science.

Bryn, (1993). Marketing Intelligence & Planning. Marketing Intelligence & Planning. 11(3), 1-48. https://doi.org/10.1108/eb045784

Dasanayake, A. (n.d.). Information marketing in special libraries, Culture Globalization and the Developing World. International Conference on Social Sciences 2nd ICSS. Sri Lanka. Retrieved from http://www.repository.kln.ac.lk/handle/

/3737

Dhanraj, D., & Parumasur, S. B. (2014). Perceptions of the impact of job rotation on employees, productivity, the organization and on job security. Corporate Ownership and Control. https://doi.org/10.22495/cocv11i4c7p10

Duke, L. M., & Tucker, T. (2007). How to develop a marketing plan for an academic library. Technical Services Quarterly. https://doi.org/10.1300/J124v25n01_05

Edoka, B. (1991). Prospects of priced information services in public funded Libraries in Nigeria. African Journal of Library Archives and Information Science, 19 (37), 197-201.

GarusingArachchige, J. J. (2002). An approach to marketing in special andacademic libraries of Sri Lanka : a survey with emphasis on services provided to the clientele. http://eprints.rclis.org/6731/

Gupta, D. K., & Savard, R. (2009). Marketing Library and Information Services. Encyclopedia of Library and Information Sciences, Third Edition, 3553– 3560. doi:10.1081/e-elis3-120044552

Hassan, S., Nadzim, S. Z. A., &Shiratuddin, N. (2015). Strategic Use of Social Media for Small Business Based on the AIDA Model. Procedia - Social and Behavioral Sciences, 172, 262–269. https://doi.org/10.1016/j.sbspro.2015.01.

Helinsky, Z. (2008). A Short-Cut to Marketing the Library (Chandos Information Professional Series) (1st ed.). Chandos Publishing.

Hiremath, C. V. (2003). Marketing of Library and Information products and services: a study in designing economic models with reference to capital markets in India.http://hdl.handle.net/10603/95397

Ikonne, C. N., Onuoha, D., & Madukoma, E. (2013). Marketing of information services in the Social Media Framework of Communication. International Journal of Innovative Research in Management ISSN.

Jayasundara, C. C. (2001). Implementing a customer relationship marketing system in

special libraries of Sri Lanka. Information Studies, 7(3-4), 139-152.

Jain, P. (2013). Application of Social Media in Marketing Library & Information Services: a Global Perspective. European Journal of Business, Economics and Accountancy.

Jharotia, A. K., & Shukla, D. (2011). Marketing of Library and Information Services: An Overview. Information professionals: Issues and Challenges in Digital Age, 488-496.

Kanaujia, S. (2004). Marketing of information products and services in Indian R&D library and information centres. Library Management. https://doi.org/10.1108/014351204105628

Kaur, K. (2009). Marketing the academic library on the web. Library Management. https://doi.org/10.1108/014351209109821 40

Konya, U. (2017). Marketing Communication in Libraries: Observations of German Research Libraries. Qualitative and Quantitative Methods In Libraries, 2(2), 149-156. Retrieved from http://www.qqml.net/index.php/qqml/

article/view/90

Kotler, P. (1994). Marketing Management: Analysis Planning Implementation and Control. Journal of Retailing.

Kotler, P. and Levy, S.J. (1969) Broadening the Concept of Marketing. Journal of Marketing, 33, 10-15. http://www.ncbi.nlm.nih.gov/pubmed/

http://dx.doi.org/10.2307/1248740 31. Kudirat Abiola, A. (2016). Ranganathans Law of Library Science: A Guiding Principle for Marketing Library Services. Review of Public Administration and Management, 04(01). https://doi.org/10.4172/2315-

1000178

Madhusudhan, M. (2008). Marketing of library and information services and products in university libraries: A case study of Goa University Library. Library Philosophy and Practice.

Mahesh, G. (2002). Barriers To Marketing of Information Proucts and Services in Libraries. DESIDOC Bulletin of Information Technology, 22(3), 27–34. https://doi.org/10.14429/dbit.22.3.3567

Malinski, R. M. (2001). Job rotation in an

academic library: Damned if you do and damned if you don’t! Library Trends. 35. Nafei, W. A. (2014). Assessing Employee Attitudes towards Organizational Commitment and Change: The Case of King Faisal Hospital in Al-Taif Governorate, Kingdom of Saudi Arabia. Journal of Management and Sustainability. https://doi.org/10.5539/jms.v4n1p204 36. Narayan, G.J. (1991). Library and information management. New Delhi.Prentice Hall.

Patange, J.T. (2013). Marketing of Library and Information Products and Services. Global Journal of Human-Social Science Research, 13.

Powers, T. L., & Loyka, J. J. (2010). Adaptation of marketing mix elements in international markets. Journal of Global Marketing.

https://doi.org/10.1080/089117609034421 76

Ranganathan, S. R. (1988). The five laws of library science. Bangalore: Sarada Ranganathan Endowment for Library Science.

Renborg, G. (1989). If You Want to Evaluate Your Library. By F.W. Lancaster. Champaign, Ill.: University of Illinois Graduate School of Library and Information Science, 1988. Pp. xiii, 193. US$ 34.50 (hardbound). - Marketing/Planning Library and Information Services. By Darlene E. Weingand. Littelton, Co.: Libraries Unlimited, 1987. Pp. xvi, 152. US$ 23.50, abroad, US$ 28.00 (hardbound). International Journal of Legal Information. https://doi.org/10.1017/s07311265000228

Sangam, S L. (2002). Effectiveness of marketing of information in British council library network. Karnatak University. http://hdl.handle.net/10603/96287

Schell, C. (1992). The Value of the Case Studyas a Research Strategy. Manchester Business School.

Seetharaman, M. N. (1995). Marketing of

Information Products and Services: a primer for librarians and information professionals. In DESIDOC Bulletin of Information Technology (Vol. 15, Issue 1). https://digitalcommons.unl.edu/cgi/vie

wcontent.cgi?article=5331&context=libphil prac

Sharma, Deepak(2011)Marketing of library services in India, Pragun Publication, New Delhi. p.529-532

Swain, C. and Barik, N. (2016), “Social networking sites for effective library and information services: an overview”, Marching beyond Libraries Role of Social Media and Networking, Overseas Press, New Delhi, pp. 34-40.

Thyroff, A. E., & Kilbourne, W. E. (2017). Understanding pro-environmental intentions through growth, competitiveness, and concern. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2017.04.0

Uzoigwe, C. (2004). Information technologies in Libraries: The Nigerian case Coal City Libraries. 28-41.

Verma, N.H. (2011). Marketing of Library and Information products and services in academic libraries of Uttarakhand: a studyhttp://hdl.handle.net/10603/4975

Vinod, (2006). Content design of advertisement for consumer exposure: Mobile marketing through short messaging service, International Journal of Information Management https://doi.org/10.1016/j.ijinfomgt.2017.0

003.

Wickramanayake, L. (2010). Information seeking behavior of management and commerce faculty in Sri Lankan universities: An evaluation. Library Review

Yin, R.K (1984) Case Study Research: Design and Methods. Sage Publications, Beverly Hills, California.

Downloads

Published

2022-07-11

Issue

Vol. 42 No. 1 (2022): Library Progress(International) (Jan-Jun) 2022

Section

Articles

How to Cite

Information Products and Information Services Marketing in University Libraries in Sri Lanka . (2022). Library Progress (International), 42(1), 193–205. https://doi.org/10.48165/