Information Products and Information Services Marketing in University Libraries in Sri Lanka
DOI:
https://doi.org/10.48165/Keywords:
Information Marketing, Information Sources, Information Products, Information Services, Barriers, and ChallengesAbstract
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.
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