Page 80 - DLIS006_INFORMATION SOURCES AND SERVICES

Unit 4: Information Services and Products

Notes

Case Study Marketing of Library and Information Services
in Goa University

Introduction
Librarians and information specialists have debated the idea of marketing for the
information sector. Several things have compelled us to learn about marketing and begin
doing it. Librarianship is experiencing rapid change. Information technology has created
a new gateway for information services. Information products and services in a multiplicity
of formats have made libraries and information centres more competitive and alert.
Libraries are being subjected to significant pressures from the information revolution.
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 of library and information centres.

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. The main focus
of the concept is the client, and the goal is client satisfaction. Rowley (2001) calls marketing,
the management process which identifies, anticipates, and supplies customer requirements
efficiently and profitably. Kotler (1999) says, that marketing is the process of planning and
executing the conception, pricing, promotion and distribution of goods, services and
ideas to create exchanges with target groups that satisfy customers and organizational
objectives. Under the umbrella term marketing, we study concepts like building customer
relationships, branding and corporate identity, marketing communications, price and
pricing policy, collecting marketing data and marketing strategy and planning. For the
purpose of this paper I will restrict the scope of the subject to pricing information products
and services.

Importance of Information
Information is an indispensable factor for promoting the development of society. Kemp
(1976:101) observes, that information has been called, the fifth need of man, ranking after
air, water, food, and shelter. Luck, et al., add that information is the life blood of planning,
directing, and controlling any enterprise (Luck et al, 1981:20). It makes the satisfaction of
the demands of the population possible in an efficient way.
The present age is rightly characterized as the age of information, where it success in any
activity is based on the amount and accuracy of information available. The fact that
information is a key resource for the progress and development of a nation (Raina, 1998:3)
is nothing but the socio-economic, cultural, and political development of its citizenry.
Information is a commodity or economic good of worldwide significance, which
contributes to the national economy. Information has become a commodity that people
buy. The criteria that determine power have shifted from industry ownership to the
information ownership, as the global economy has shifted from industry-based to
information-based. The quality and quantity of the information resources of the country
are two of the parameters for development. Countries with adequate information
infrastructure and information technology can create artificial demand for superfluous
products and use it as a weapon against the economy of other countries. Information is an
indispensable input for technological and economic development. It is a negotiable product
that moves about in international markets. In today’s international developing economies,
Contd....

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