Page 151 - DLIS101_LIBRARY_AND_INFORMATION_SOCIETY

Library and Information Society

Notes achieving organizational objectives. It relies heavily on designing the organizations offering in terms
of the target market’s needs and desires and as using effective pricing, communication, and
distribution to inform, motivate and serve the markets.”
“Marketing is a total system of interacting business activities to plan, price, promote and distribute
want satisfying products and services, and present to potential customers.”
Marketing is a managerial process involving analysis, planning, implementation and control which
is concerned with carefully formulated programmes not random actions designed to achieve desired
responses and is directly correlated to the achievement of organizational objectives.
Palmer describes the marketing in the following way:
“Marketing is essentially about marshalling the resources of an organization so that they meet the
changing needs of the customer on whom the organization depends”.

Marketing is the process of planning, pricing, promoting, and distributing products
and services to create “exchanges” that satisfy the organization and the customer as
well as this is a way to achieve success because through marketing an organization can
increase the reach of its services and products and promote itself.

Define marketing in your own words.

14.2 Promotion in the Context of LIS

This involves the communication that promotes the services and products of a library among its
users. Promotion includes utilizing persuasive information about general information services, and
communicating this information to target market segments that are potential users.

Five kinds of promotion include: publicity, public relations, personal
representatives, advertising, and sales promotion.

14.3 Role of IT in Marketing of LIS Services in Public Libraries

Information Technology has created a new scenario in the field of information services. Multiple
formats of information products and services have been available in the libraries so the role of marketing
has become very important for public libraries because public libraries have a huge variety in users
and their information needs. So they should always ready to develop the products to meet the needs
expressed by the users in the age of ICT. With the help of IT, they can provide the best information
about their products and services to their efficient use. Such as the bibliographic database of the
library collection can be available online. They may provide better service by Digital information
services and Online Public Access Catalogue (OPAC).The library website is to guide to the physical
facilities that delivers detailed information about the library and its products and services and the
option of E-mails containing new library resources and tips on finding information can also be used
for this purpose. In this way IT has made a great impact on marketing approach in public libraries.

Promotion Plan in Public Libraries

Marketing and promotion plan in public libraries could include many activities and elements to
promote their resource-collection and services. Some of them are given following:

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