Marketing Of Library Services Research Articles

A Hard Act to Follow

I have been involved with our division's journal for more than seventeen years, first as a reviewer of reference books, and for the past seven years as the editor of the Alert Collector column. I am humbled to have this opportunity to assume a larger role with the journal. I know that I will need to work hard to continue the legacy of the many esteemed editors that came before me. In particular, I am profoundly aware that my immediate predecessors will be a hard act to follow. While Bill Katz edited the journal for the most consecutive number of years (ten), Connie Van Fleet and Danny Wallace have the distinction of editing the journal for the greatest number of years (twelve in total). What is even more remarkable is that they made it look so effortless all these years (and, of course, it is not, as editing a journal is hard work). Thanks to Van Fleet and Wallace's diligence, RUSQ has retained its status as a premier publication for academic and public librarians engaged in reference and user services. Their own contributions to the journal have significantly impacted our profession. Their cleverly titled spring 2002 editorial, O Librarian, Where Art Thou? has been widely cited and was integral to the 2002 RUSA President's Program on staffing and recruitment. In fact, it has become a seminal work on recruitment to the profession. Because they did such an excellent job of promoting RUSQ as a publication venue, the number of manuscript submissions has increased significantly during their most recent tenure as editors. Consequently, I will be working through an acceptance backlog. On a personal note, I want to thank Connie and Danny for all their help in orienting me to the editorial process to ensure a smooth transition. Additionally, JoAnn Palmeri and Rachel Mosman, their editorial assistants, graciously assisted me with the preparation of this issue. I strongly believe that one of the missions of RUSA is to respond to the continuing education needs of the Division's membership. Many members are unable to attend Midwinter Meeting and Annual Conference. Consequently, RUSQ plays an important role in serving the continuing-education needs of the entire RUSA membership. I view RUSQ as a forum for librarians to learn from one another. I strongly believe in the importance of research as a tool for strengthening professional practice. The journal must provide a balance of practical and empirically based articles on problems and issues that widely impact reference and public-services librarians. Librarians seek out thoughtful articles on new public-service configurations, alternate modes of reference service, innovative instruction, the impact of e-resources on reference and collection development, strategies for improving and marketing library services, institutional cooperation, and other timely topics. RUSQ is a vehicle to share information about these issues. The next few years will be critical ones for RUSQ. Findings from the 2005 readership survey conducted by Readex Research provide data on how well RUSQ currently meets the needs and interests of RUSA members. It also provides a measure of readers' interest in a digital version of the journal. This four-page readership survey was mailed to a random sampling of one thousand RUSQ readers and had a 54 percent response rate. As a follow-up to the survey, professionally facilitated focus-group interviews were conducted at the 2006 Midwinter Meeting to provide additional insight on the expectations of both public and academic librarians regarding the journal. Data from the readership survey provide a profile of readers and their preferences for future content. RUSQ readers are engaged with the journal. A typical recipient has read all four of the last four issues, spending forty-nine minutes reading or browsing each issue. Seventy-nine percent of recipients indicated that they do something as a result of reading an article or column. They visit Web sites, order a product, file articles for further reference, discuss articles with others, or pass along items to others. …

Techniques of marketing library services and facilities: a case study of Ashanti regional library

Techniques of marketing library services and facilities: a case study of Ashanti regional library

Marketing library services to the Net Generation

PurposeThis paper aims to examine the role of marketing to new generations of library users.Design/methodology/approachThe paper reviews classical marketing texts and current user studies for applicability to library service.FindingsThe paper finds that libraries can apply classic marketing principles to attract and better serve new generations of users. Although libraries no longer have a monopoly on information sources, libraries do offer value‐added services.Originality/valueBy understanding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.

Strategic planning for marketing library services

PurposeThe paper aims to centre on marketing of library and information services and to attempt to correlate marketing as a concept to the provision of library services.Design/methodology/approachThe user groups are identified with library classification in the paper. The paper also highlights library management in relation to marketing its services and products.FindingsIn view of the social, economic and technological changes, the paper advocates a paradigm shift from the traditional marketing system into a more vibrant and dynamic, strategic marketing of library services/products. The paper concludes that a major marketing campaign is necessary to increase awareness and educate the library users about available library resources. This crusade can be further strengthened by the provision of the right service at the right time and the right price to the right users in the right place while supported by a quality management team.Originality/valueThe paper provides useful information on the marketing of library and information services.

MARKETING LIBRARY COMPUTERS TO YOUNG CHILDREN USING MULTIMEDIA

This article describes the use of computer games for marketing library services to young children by Library and Information Services in The Royal Borough of Windsor and Maidenhead, specifically as a way of encouraging young children to use computers in libraries. The project attempted to demonstrate games as a serious marketing tool for very young children, based on their appeal as a cultural medium accepted by the target audience. The project operated with no dedicated budget and no significant models within the library domain. The programme development is described over a two-year period (August 2002–August 2004) from the early stages, driven by belief and enthusiasm, to a developing strategy for impact on the target audience. Planned future developments are discussed, based upon practical and technical lessons learnt, with reference to relevant research. The use of games on library personal computers has proven to be very popular among the intended audience, and there is a growing body of evidence to demonstrate that the intended objectives were achieved. It is hoped that lessons learnt in this project will be of practical use to others.

We Cannot See Them, But They Are There

Distance learners are a unique target-population for the marketing of library services and resources. Because these patrons do not visit the library often, if at all, it is crucial to actively promote the library resources and services available to them. Marketing strategies for distance learning library services need to take a multifaceted approach to reach distance learners in as many ways as possible, and collaboration with various groups and departments on campus is an important part of the process. Promotion of distance library services can take advantage of high-tech options, but it should also work in the realm of “traditional” publicity as well.

Marketing of library services: a case study of selected university libraries in Kenya

Regardless of the type, libraries are under pressure to justify their existence and funding through provision of customer‐ or market‐oriented services. This requires a shift from product or service orientation to customer or need orientation. Different marketing concepts provide libraries with the tools for collecting and analysing useful data about information needs of customers, which assists in designing, developing and delivering appropriate services. This paper examines the methods used by university libraries in Kenya to market their services to different categories of users and the problems experienced therein. It concludes that, although efforts have been made to achieve this, more emphasis must be put on promotion of the already existing services and therefore on the need for university libraries in Kenya to adapt more systematic techniques in collecting data on their user needs, if they are to design and deliver services that fit user requirements.

What Do Librarians Think about Marketing? A Survey of Public Librarians’ Attitudes toward the Marketing of Library Services

The purpose of this study was to identify attitudes of public librarians toward the marketing of library services and relate these attitudes to selected independent variables. A questionnaire was mailed to individual members of the New Jersey Library Association. Although most of the respondents had generally positive attitudes toward library marketing, there were some statistically significant differences between subgroups. For example, more positive attitudes toward marketing were expressed by library administrators, librarians who had taken a course or workshop in marketing, and those who perceived marketing to be a high priority in their libraries. Implications for library practice and library education are briefly discussed.

An Integra Ted Approach to Service Marketing: A Book of Readings on Marketing of Library and Information Services. Edited by Dinesh K. Gupta and Asbok Jambhekar. 2003, Allied Publishers Pvt. Ltd., ISBN: 81-7764-417-3mumbai, Viii+ 328 {paper Back), Rs. 495

This book is the first of its kind in the annals of information markets and marketing. The editors have brought out this book at a time when the library professionals are becoming funy aware of the application of the principles of service marketing. The editors themselves have done enough work in this area, and it is included in this book. Prof. Darlene E. Weingand, Ms Deborha Sharp, Prof. Jennifer Rowley, Ms. Shiela Webber, Dr. Lind Ashcroft are a few foreign contributors worth a mention here.

Developing a Customer-Focus Approach to Marketing of Library and Information Services

Philosophically, users are the central entity in all types of libraries. Thecharacteristics of the user body make up an essential and indeed central elementin the development of library services. In ways that are now familiar from serviceindustry contexts, we need to incorporate elements of client-orcustomer-centeredness in our approaches to serve users. Users also expectrecognition, attention, and appreciation for their individual needs and have desirefor self-expression. In such environment, the library system triumphs, which hasmore customer-focus approach in serving and meeting these needs and thelibrary becomes market driven in the real sense. The customer-focusorganisations accept that marketing issue is philosophical and also a strategicone. They are concentrating on developing customer orientation. Their focus ison distinctive competencies, value delivery, customer-defined quality, relationshipmanagement, and a customer-focused organisational culture. In the presentpaper an attempt has been made to clarify, what customer-focus approach is allabout?; how quality, customer service and marketing are closely related to eachother in customer-focus approach?; and how customer-focused culture can bedeveloped in library and information centres. http://dx.doi.org/10.14429/dbit.22.3.3564

MARKETING LIBRARY SERVICES IN ACADEMIC LIBRARIES: A TOOL FOR SURVIVAL IN THE 21st CENTURY Mugyabuso J. F. Lwehabura, Frankwell. W. Dulle and Revocatus T. Mulimila

This article discusses the concept of marketing library and information services as an important library activity. It also stresses the need for librarians and information specialists especially those in academic libraries in developing countries to become proactive and to take marketing as a serious and obligatory library function. With the emergence of new information providers and diverse avenues that enable information users/seekers to access information even outside library premises, the s argue that it is very likely librarians with lose potential clients. Marketing of library services is therefore considered to be a tool that can be used by librarians to fight and compete and also attract both new customers and old library users. The article also suggests a number of media that can be used to market library services in academic libraries. University of Dar es Salaam Library Journal: 2003 4(1&2): 33-42

Marketing of Library and information services at British Council Library Networks in India

The paper outlines the marketing approaches used in the British Council Library Network in India. The market analysis is done in order to get a profile of the customers in these libraries. Excellent customer relations are maintained by delivering quality service. Customer interaction is a continuous process and this is ensured by conscious listening to the customers, meet the members programmes, questionnaires, surveys, and suggestion boxes. The libraries use promotional techniques such as mailshots, distribution of -publicity material, publicity through press and advertising in order to increase the customer base. Extension activities such as lectures and seminars attract the target customers to the library apart from furthering the social cause. http://dx.doi.org/10.14429/dbit.18.3.3398

An overview of library management practices in West Africa

This paper discusses library management practices in West African countries (specifically Ghana and Nigeria), highlighting various issues such as funding, collection development and the image problem. Prospects for the future are also discussed including the need to market library services; resource sharing; foreign aid; and the issue of alternative sources of funding for libraries in West Africa.

The 21st Century Library: Implications for Library Personnel and Library Services

This paper proposes a discussion model of integrating the workflow between the reference and interlibrary loan units to bring clients and information together. It addresses the organizational implications for staffing and work-load, impact on service policies, marketing of library services, funding, and some of the internal and campus political issues which all of these changes represent

Marketing Library Services: Strategy for Survival

Marketing Library Services: Strategy for Survival