1. MARKETING OF
INFORMATION SERVICES &
PRODUCTS
Presented by,
Vishnumaya, R.S
MLISc , 3rd Semester
Roll No. : 19

2. INTRODUCTION
• Marketing is an exchange relationship: a process
providing mutual benefit to both parties in the
transaction.
• It is an evolving process, one that is influenced
by definitions, perceptions, environmental &
cultural conditions & trends.
• In the past, the concept of “selling” defined
marketing; this has now changed dramatically.

3. DEFINITION
• Marketing is a ‘social and managerial process by
which individuals and groups obtain what they
need and want through creating, offering and
exchanging products of value with others’.
- Philip Kotler
• “Marketing is planning that focuses on
products, place or mode of delivery, adjustment
of cost / price to the market, and promotion to
specifically targeted segments of the special
librarian’s market”.
- Zachert & Williams

4. • “Marketing is the management process responsible
for identifying, anticipating & satisfying customer
requirements efficiently & profitably”.
- The UK’s Chartered Institute of
Marketing
• “Marketing is a stance & an attitude that focuses
on meeting the needs of users. Marketing is a
means of ensuring that libraries, librarians, &
librarianship are integrated into both today’s &
tomorrow’s emerging global culture. Marketing is
not separate from good practice. It is good
practice”.
- Smith

5. NEED OF MARKETING IN LIBRARIES &
INFORMATION CENTRES
• Marketing can help managers of LICs in
achieving their objectives of improving access
to their clients & reaching financial self-
sufficiency.
• Marketing means a sufficient change in the
traditional attitude of librarians towards
acquisition, organization, processing, storage,
retrieval & reproduction of information.

6. • The exorbitant cost of IT on the one hand &
decreasing library budget on the other hand
forced libraries to charge some price towards
their services.
• The concept of marketing is relatively a new
area to library.
• The basic aim is to create the demand &
interest among readers to use the library
resources & services.

7. • This made a no. of libraries & ICs to establish
marketing divisions to with view to sell their
information products & services on price to
the users in print & electronic media.
• Bushing explains:
Marketing offers both a theory & a
process by which libraries can link
products, results, & roles.
Marketing can assist libraries in
determining their future & in identifying
quality products, services, programs, and
materials.

8. A marketing audit & resulting plan can
contribute to a library’s ability to find a niche
in the present as well as in the future & to fill
that niche by an optimal allocation of
resources.
A marketing orientation can assist libraries in
defining their role & in guaranteeing their
future.

9. Marketing provides a theoretical framework
within which to address the specific library &
information science questions facing public,
school, & academic libraries in both the
public & private sectors.

10. Dr.S.R. RANGANATHAN’S CONCEPT OF
FIVE LAWS OF LIBRARY SCIENCE
• 1st law : ‘Books are for use’ (maximize the
use of books).
• 2nd law : ‘Every reader his book’ (Reader is
the prime factor & his / her need
must be satisfied).
• 3rd law : ‘Every books its reader’ (Find a
reader for every book).

11. • 4th law : ‘Save the time of the reader’ (Organize
information in such a way that the
reader finds the wanted information
promptly).
• 5th law : ‘The library is a growing organism’
(Emphasis is on comprehensive &
evolutionary growth).

12. BENEFITS OF LIBRARY MARKETING
A well developed library marketing programme
will bring the following benefits :
Improved satisfaction of the users.
Extension of services to potential users &
there by enlargement of the customer circle.
Efficient of marketing resources.
Improved resource attraction to the
organization.

13. MARKETING TOOLKIT
Marketing is largely about shifting from a
product and service orientation (the offering)
to a customer and need orientation (the
benefit).

14. • The key concepts in marketing are:
»SWOT analysis
»Market research (Market
profiling)
»Segmentation
»Positioning
»Product life cycle
»The marketing mix

15. SWOT Analysis
SWOT analysis is essentially a marketing
planning tool, but it is the most widely used
tool in strategic planning.
It involves identifying the organization’s
Strengths and Weaknesses in relation to the
market place and the Opportunities and
Threats presented by anticipated
environmental trends.

16. Market research
• Marketing research is a “systematic,
gathering, recording & analysis of data about
the problems related to the marketing of
goods & services”.
–American Marketing Association

17. • Market profiling is an important activity in
marketing research, which is done to obtain
marketing information.
• It should consider:
– User affordability
– Extent of use
– Relevance of the service to users
– Repeat customers
– User preferences
– Staffing

18. Market segmentation
• Dividing the large heterogeneous market into
smaller submarkets (segments) of
homogeneous nature.
• Involves the identification of the users (target
groups) & their needs assessment.

19. • Common bases for segmentation are:
»Geographic
»Demographic
»Psychographic
»Behavioural

20. Positioning
• Positioning is normally considered at the end
of the segmentation process.
• This involves deciding where to place the
product or service in terms of dimensions
such as grade/level and price and value.

21. Product life cycle
• Similar to biological life cycle.
• It assumes 4 stages:
–Introduction
–Growth
–Maturity & Saturation
–Decline

22. Marketing mix
• A typical marketing mix constitutes 4 Ps:
Product – whatever the user needs
Price – price of the product
Place – physical distribution
Promotion - publicity

23. THE FOUR Ps

24. Marketing mix - additions
• Valerie Zeithaml and Mary Jo Bimer list 7Ps,
add another three dimensions.
1) People – stakeholders
2) Physical evidence – environment,
ambience, tidiness, furniture, fittings
3) Process – flow of activities, simplicity,
flexibility, decentralization

25. CONCLUSION
• More basic reason for studying marketing is
that marketing is vital for economic growth &
development for bright future.
• Marketing stimulates research & innovation
resulting in new products, which if found
attractive by customers, can always lead to
fuller employment, increased income & a
higher standard of living.

26. REFERENCES
• Weingand, Darlene. E. (1999). Marketing/
planning library & information services. (2nd
ed.). Englewood: Libraries Unlimited, Inc.
• Jain, Abhinandan. K. (1999). Marketing
information products & services:
A primer for librarians and information
professionals. New Delhi: Tata Mcgraw- Hill
Publishing Company Ltd.

27. • Kotler, Philip. (2003).Marketing management.
Singapore: Pearson Education Inc.
• Chandraiah, I. (2009). Introduction to
marketing of library & information services.
New Delhi: Manglam Publications.
• Seetharama, S. (1990). Guidelines for
planning of libraries and information centres.
Calcutta: IASLIC.