Page 150 - DLIS101_LIBRARY_AND_INFORMATION_SOCIETY

Unit 14: Promoters of Library and Information Services

Notes
14.6.13 Funding for State Universities

14.6.14 Other Issues Related to Universities and the Extent of UGC
14.6.15 Nature of Assistance for Tenth Plan Period

14.6.16 Suggestions
14.7 Summary

14.8 Keywords

14.9 Review Questions
14.10 Further Readings

Objectives

After studying this unit, you will be able to:
• Discuss meaning and concept of marketing
• Explain promotion in the context of LIS
• Describe role of IT in marketing of LIS services in public libraries
• Discuss international federation of library associations and institutions
• Explain about Raja Rammohun Roy Library Foundation (RRRLF)
• Derive about University Grants Commission.

Introduction

The public library is the local centre of information, making all kinds of knowledge and information
readily available to its users. A successful public library is a dynamic organization working with
other institution and with individuals to provide a range of library and information services to meet
the varied and changing needs of the community. Information technology has created a new gateway
for information services. Multiple formats of information products and services have made libraries
and information centres more competitive and alert to fulfill the information needs of users. Due to
the impact of the information technology, the adoption of the marketing approach provides a new
way and helps to improve services for users and enhance the reputation of library and information
services. The challenges of budget cuts, increased user base, the rapid growth of material, rising
costs, networking demands, competition by database vendors, and complexity in information
requirements are forcing the professionals to adopt marketing to improve the management and
working of library and information centres especially public libraries. Marketing aims to identify the
client base, and to determine and fill its needs, wants, and demands by designing and delivering
appropriate products and services.

14.1 Meaning and Concept of Marketing

Marketing is the process through we assess the need of market/customer/user, and we provide the
services and products which satisfy their needs in the best possible way. Many scholars have defined
the marketing in different ways. Some of them are given below:
“Marketing is the analysis, planning, implementation and control of carefully formulated programs
designed to bring about voluntary exchanges of values with target markets for the purpose of

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