Marketing of Library Resources and Services: A Structured Literature Review

Raj Kumar Bhardwaj; P.K. Jain

doi:10.14429/djlit.36.3.10027

Raj Kumar Bhardwaj Nalanda University, Rajgir, Bihar-803 116 E-mail: raajchd@gmail.com
P.K. Jain Librarian Institute of Economic Growth, University of Delhi, Delhi-110 007 E-mail: pkjain1310@gmail.com

DOI: https://doi.org/10.14429/djlit.36.3.10027

Keywords: Marketing, Web 2.0, mobile services, guerrilla marketing, marketing culture, relationship marketing, library resources, library services

Abstract

This conceptual paper reviews literature on marketing of

This conceptual paper reviews literature on marketing of library products and services, and discusses various ways and means for the same. Several marketing techniques to promote the usage of library resources and services have been highlighted in the literature. It is seen that majority of libraries do not have a marketing culture. It is recognised that libraries need to formulate marketing plan along with financial budget on a yearly basis so that library resources can be utilised optimally. Libraries in developing countries have been struggling to conduct outreach programmes to market their resources and services. Latest technologies such as, Web 2.0 and mobile services have opened up new avenues to do marketing in efficient and cost effective ways. Therefore, libraries should not leave any stone unturned to apply the latest technologies in promotion of resources and services amongst the stakeholders. The funding agencies must formulate guidelines for marketing the library resources and services so that the library resources can be utilised optimally.
DOI: 10.14429/djlit.36.3.10027