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Marketing of University Libraries, Chalange and Practice

INTRODUCTION

Over the past two decades, a great change and development has occurred in libraries. A critical element that has been the development of telecommunications and information technology-ICT. From the 80's the automation of libraries has received a great impetus, and many libraries have introduced more and more ICT equipment and applications, creating their own websites, the generation of CDs, and production of major projects. It has provided libraries with a more refreshing and distinctive, and new addresses are now designed for libraries. The technological environment and the extraordinary growth in Internet usage has definitely improved cooperation between libraries and removes almost all restrictions. Academic libraries today are totally different than they did twenty years ago. Thanks not only to technologies but also to information brokers. The economic, technological and other forces have reshaped and redefined the way librarians think.

The library this was the need to redesign services and the revision should be made to the information profession to meet the ICT development and give the possibility that the library grow from the regular types of libraries to universal information services, library and a conservative to a modern virtual library (Fair, 2000).

This increase in information technology and the explosion of information available are the most obvious changes in academic libraries. The amount of human knowledge is doubling almost every five years, the number of students has almost doubled since 1970, the same for the number of teachers and researchers, with many groups of users. And library users must learn to use different databases and interfaces with success to be part of the expansion of knowledge (NIMS, 1999).

The information providers are now more diverse and the academic library is the only vendor in the market for higher education as before. Users can get their information from other information providers. Use of the Internet, can access information on the volume of equipment, without going into the library construction or interaction with a librarian at all. Furthermore, libraries now face competition from traditional libraries, like libraries online such as Amazon.com. Along with the small shops that offer environments invited to sit and read books, drinks and friendly staff to answer questions. The revolution in the information services that is taking place in university libraries is essential that the design of new library services that meet the needs better user from other suppliers. With all that the idea of applying marketing principles to academic library services is met with hesitation and doubt (NIMS, 1999).

MARKETING PRACTICE

In recent years, products and services provided by libraries have changed considerably. The challenges of library services of changes in education approaches, the impact of technology, new methods for providing information and shrinking budgets have made marketing is now so necessary that can not be considered as a separate function. This is the joint venture, in view of final results, ie, from a customer perspective. In determining new approaches, many libraries have come to appreciate the contribution that concepts of marketers can do. In designing the marketing mix and marketing plan development, called the 4Ps have become central for libraries – product, price, place and promotion. Any library using marketing techniques to develop their operations focused on its products or services, the price paid, which may be in money, time or energy, promotion strategies in the library collections and services are made available to potential customers, including publications, exhibitions and participation events, and physical facilities or place from which the services are made available and distribution strategies increasingly use the Internet and virtual networks, as actual approaches. The positioning and politics can also be considered in the mix and incorporate product positioning in the mind of the customer and public policy and politics (Madhusudhan, 2008).

Marketing has been defined as: "… the analysis, planning, implementation, and monitoring programs carefully formulated to make voluntary exchanges with target markets in order to achieve the objectives of the organization … [and] … largely dependent on the design offered by the organization in terms of needs and desires of the target market and using effective pricing, communication and outreach to inform, motivate and service market "(Kavulya, 2004, p.118). Marketing is truly an iterative process and a systematic approach to match products and services to the user needs and desires. Marketing is the key ingredient in the success of any nonprofit organization (Koontz, 2004).

The study of practices of marketing activities of the university library in Kenya, explores the practice of marketing in academic libraries in Kenya and what are the obstacles facing the practice. Results of the study show the need for academic libraries to become more aware of their role in academic the atmosphere and the collection to show the importance and relevance to the academic community for its contribution to research and teaching that is the main objective University. In this way the university library can secure the support of the university. The study shows that paper shows the collection of information will prevent libraries academic of being marginalized by the institution that support the library. If they do not risk the collection to be seen as irrelevant and lead to increasingly marginalized university in the educational process (Kavulya, 2004).

The job of marketing services is not as easy as the marketing of a product, service can not be returned and can not be stored. Dissatisfied customer can return an unsatisfactory service such as unsatisfactory product. And a customer can often choose to perform the service itself. The marketing success is characterized by four activities. The first is the market research to identify customer needs and want, second is the segmentation of the market to allocate resources to customer groups, third is the marketing strategy including product mix or services, prices, delivery and promoted, and, finally, the fourth which is evaluating the marketing effort (Tucci, 1988).

1. Research Markets

The needs of library users are the core of the marketing process. Is the user that leads ultimately forms of marketing and product or service. Marketing is not (only the four Ps of product, price, promotion and place). Marketing is planned and executed the process including marketing research to develop services and products, then evaluate the results and integration of results in future products and services. The majority of mission statements from the negligence of university libraries in the concept of letting the user needs to issue guidance services (NIMS, 1999).

University libraries must be more persistent in researching user needs using marketing approach to develop services that meet their expectations. It's not just the marketing of services already available to users, but to find out what users want (Kavulya, 2004). Market research is the function that links professional information to customer needs and requirements. Market research can be done by review of internal customer data in the library and also recognizing the categories of use of materials that are being controlled by students, classes and the types of users, students or teachers, date of entry, type of material, and so on (Koontz, 2005).

In the experience of Saint Mary's University Library, Lefebure (2002) found that the Patrick Power Library had a very unattractive. The library building and interior design was really uncomfortable. Although the library was known for its efficient service, complete and friendly, the library seemed to be disregarded because only a few knew of the excellent collection resources and good service that was inside. The positive side of the library was undermined by weak and tired appearance of the building itself. At the same time, resources financial statements were few and not easy to acquire for the renovation or remodeling of the library. Even electronic services were not known by all students and not many knew that within the library there are many computers directly connected to the Internet with major electronic information services. So the challenge was design a marketing campaign that would transform the library to be a welcoming place (Lefebure, 2002).

By undertaking a survey of marketing to take the advice of students and thoughts regarding library services, students "who are the main clients of the library academic "put more emphasis on atmosphere and easy access through the Internet than traditional methods of the library. Students revealed what services would encourage them to use the library more, most respondents in the sample group mentioned a coffee shop, and more resources. Other factors mentioned were updated materials, food and drinks allowed in the library, better control of climate, atmosphere, living room and better lighting. The last factor mentioned was the promotion of facilities. It is clear that students themselves admitted that they were fully aware of what was available. This experience shows that market studies and research work if you ask the right questions, not just asking the current regular users of the library. But polls also should investigate the needs of students who do not come to the library. And the best marketing is word of mouth. Students often consult each other instead of approaching the reference desk. However, if the reference staff is efficient, friendly, helpful and solutions students will generate positive word of mouth about the service. On the other hand, good marketing is quickly overturned if the student meets with an unfriendly staff member (Lefebure, 2002).

Not many users have sufficient knowledge of the academic library, library services, and information technology. And many students have negative attitudes toward librarians. Mu (2007) shows that 75 to 85 percent of college freshmen consider the library as fear, overwhelming and confusing. And the biggest challenge facing reference librarians is to create a positive image. Librarians must develop the ability to create a welcoming atmosphere.

Although librarians are becoming more and more familiar and comfortable with advocacy and public relations, often the principles of marketing for use without realizing it. During the planning of new services or evaluating existing services, many academic librarians evaluate their users and their needs, intention to split its users, and target services for certain populations. Marketers can help libraries in determining their future and identifying quality products, services, programs and materials (NIMS, 1999).

Relationship marketing, in particular, reflecting the mutual interests of libraries and the clients they serve, is being seen as a concept for libraries to embrace. Libraries, after all, are based on relationships. Marketing is directly linked to customer perceptions of the services offered by the library and the interpretation of the library customer needs. In the development and maintenance relations, it is essential that all clients identify and understand their needs. Market research is a useful tool for exploring and understanding the needs the customer and identify better ways to meet those needs. If it's change process, it is always easier to change yourself than it is to switch to other (Madhusudhan, 2008).

2. Market Segmentation

Marketing segmentation: grouping customers for the provision better products and allocation of resources to promote better service to specific groups, for example, media type, degree, postgraduate and faculty. They could also be targeted by online users or walking users, or the time spent on campus, or by users of databases and Articles Physical Examination (Koontz, 2005). The aim of marketing is segmentation, customer focus and not the product or service. The aim is to provide services meet individual instead of a general service. Given the different market segments and needs, market segmentation research is to determine the quality of library service and contribution to the mission and goals of the parent organization. Data are collected awareness of users watching and attitude towards the library service, levels of customer satisfaction, and the main strengths and weaknesses of the library in terms of personnel, resources, programs and facilities. The study of the organization and helps users create library services and programs, and guide the planning of marketing strategy adequate. This marks a departure from the promotion of an existing service only to a set of services designed to meet different target groups in college such as academics, researchers and academics and graduate students (Kavulya, 2004).

3. Marketing Mix

Marketing mix is made by the 4P's. The first P is product creation, which could also be a service for the market that is the goal. Following is the price, Instead of distribution and promotion efforts, finally. Developing an effective marketing strategy requires the specification of the marketing mix that incorporates the four Ps of marketing. The marketing mix is the guide for the development, implementation and evaluation of any service or product (Kavulya, 2004).

Product: The product is defined as "anything that can be offered to a market to satisfy a need" (Norman, 1989, p.46). "Every product has a price and must be available somewhere, and then promoted" (Kavulya, 2004, p.120). The main product provided by professionals Information is giving the user assistance and act as an intermediary between the user and the resources of the library. Product could also mean that the various services offered by the library and designed for specific user groups, such as databases, information skills programs, activities SDI, whose quality depends on their usefulness to users information needs. The success of all marketing efforts and planning of the hinge directly on the quality and excellence of the product or service designed (Norman, 1989).

The product mix is a set of all product lines and articles that the organization makes available to its customers. A product line is all the different products within the range of products that are closely related, with common features, offered at a specific segment of customers or through a specific channel. A product item is a unit within the product line. The product subject to a university library can include product lines and items offered through public services or technical "(Koontz, 2005, p.7).

Price: The price is simply "What it costs to produce [the] product. In addition of user fees that are assessed "(Owens, 2002, p.11). There are financial environment challenges in higher education, but there is no relationship between cost and demand for services in academic libraries. The economy and new technologies make it difficult for many academic libraries to provide services without charge (Norman, 1989). Fee-based services could be a good alternative to public funding, especially to fight academic libraries with limited financial resources or libraries with limited funds do not adequately meet their needs. Sales of information services is a potential source funding for academic libraries. Increase in cost of services justifies the user fees. The application fee for the provision of services to users not only support the existence of the library, but also to expand the boundaries of the library and the capabilities to deliver new and better services. Library services no different from any other public service that the public pay for each day. One advantage of putting taxes on the use of library services is the insurance the consistency of library services, users at some point to use the free services only because they are free, fees to limit the overuse services and put the value and quality service in the eyes of the customers (Mahmood, Hameed and Haidar, 2005).

The concept of selling information services may not apply to essential information-based services offered by university libraries. But the most advanced services and technology are suggested to provide income for university libraries, including photocopying, Internet service, computer printouts, using computers for word processing and microfilm copies. Photocopying and Internet service can be successfully offered as commission-based services. To implement the payment service in university libraries, a good workout library staff and a plan for marketing and promotion should be established to raise awareness for the academic community of the importance and existence of library and information services that are provided (Mahmood, Hameed and Haidar, 2005).

Location: The current development of ICT has demonstrated that the site is crucial for library services. To contain the library services within the walls of the library is a thing of the past. The availability of Internet and intranet services make it possible to provide information of any university library in the world to anyone on the Internet. The role of database suppliers data is undeniable in this regard. Providers databases are a good example of how the point of service has become irrelevant as databases can now be accessed online anywhere in the world (NIMS, 1999).

Promotion: "[T] he role of promotion is to communicate with the various groups or organizations directly or indirectly, to facilitate trade by affecting one or more of the audience to accept an organization's products "(Norman, 1989, p.48). The promotion is the most used marketing for librarians. Information professionals should not confuse the meaning of "promote" with the word "marketing". Promoting employment is simply creative ways to make library products and services visible for users. Normally, academic librarians have a service, like the kind of instruction related, term paper clinics, or workshops faculty, who have identified that people need (NIMS, 1999).

Another term for promotion is the "communication". "Promotion is the communication and public relations marketing mix that informs the public about the benefits of the product and its applications" (Owens, 2002, p.15). Promotions is divided into five elements: advertising, publicity, personal contact, incentives, and Atmosphere (environment). Product orientation often has hindered the effectiveness of advertising in the library. Most of the collection of advertising tells the world that the library is a wonderful place with wonderful products. And rarely ask "why not use the library?" Communication problem is intensified due to the low levels of personal involvement required by the message of the library. The role of communication is to target changes in knowledge and understanding about the libraries, to make changes in your preferences for the products compared to competing products, to achieve changes in behavior. The amazing thing is that personal communication is the least expensive and most effective advertising medium available. Libraries need to change product-oriented approach to customer-oriented approach (Tucci, 1988).

4. Evaluation of marketing efforts

The objective of the evaluation of marketing is to ensure that the marketing process is fulfilling its purpose, to change the mix strategy marketing, as necessary to improve the results of the evaluation. Most importantly, the evaluation will help to plan how to increase satisfaction Customer. The role of "evaluation" is to measure the marketing effect by assessing the behavior of customers and by measuring satisfaction Customer (Koontz, 2004). The evaluation of customer satisfaction ensures understanding of the needs of library users and the tendency to use the services provided. Regular advertising methods are not sufficient to capture the attention of library users. Give the customer what they want and watch it come to the library again willingly then further evaluation of customer use of services. (Tucci, 1988).

THE IMPORTANCE OF THE LIBRARY OF MARKETING

The success and survival depends on getting university library users to use the library resources and services. A library without the user is useless. And to succeed in that there is a need to allow users to be aware of the existence of the library and its services. Make the necessary library for the potential user is the secret of a happy and successful campaign marketing the collection. Marketing library services is not just about the sale of services; This is to spread awareness about the existence of the library and its resources using different tools. This is to keep customers in touch and informed about the resources and services that meet their interests. The successful commercialization of academic library defined primarily in convincing customers that the tools or databases worthwhile data, they should understand what services and be enthusiastic about how they will be useful (Noel & Waugh, 2002).

Librarians need to market their services and resources for students and potential users to create awareness of the value of the academic library. The major potential market sectors for library services are probably not aware of all the services available or have no understanding at all of what is offered. That's why marketing is vital to the success and existence of the academic library. The main purpose of each library should be a good customer service. Good service can equal a good season marketing, which is another reason why marketing is important for libraries. Effective marketing provides the means by which users are aware of services library and its value. A large percentage of academic library users are students who have misconceptions about the library and its role. This image has to be changed marketing strategies (Mu, 2007).

FORMATION OF MARKETING

Internet now offers a unique environment where the information service can be brought to life, and new methods for dissemination of information can be explored. It is particularly important for libraries academic to take advantage of the Internet. And library staff with basic knowledge and tools to address information management library misses a great opportunity to promote and change information services for users. To assist university libraries to create innovative marketing techniques Library needs to hire people computer skills. "Library computers can be very effective in applying their skills to the marketing process in libraries "(Noel & Waugh, 2002, p.9).

Marketing in LIS education is crucial at this point to deal with events world. A marketing course must be integral to the discipline of LIS. Improved understanding of marketing concepts will lead to better job performance and the library and information services (Kavulya, 2004). Together forever LIS schools should offer courses that teach ICT skills as computer programming, and teach how to create collections of resources and organization of information (Noel & Waugh, 2002).

STRATEGIC MARKETING

The idea of marketing as a practice for employers only is obsolete. Marketing is now conceived as the science of strategy. The strategy is "the direction and scope of an organization in the long run, getting a benefit for the organization through its configuration of resources in an environment changing to meet market needs and meet the expectations of stakeholders "(McNicol, 2005, p.498). The main objective of this strategy is the satisfaction Customer; librarians in academic libraries must understand and implement as part of an ongoing activity in managing and planning processes. Planning strategic plays a key role through the SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) and identifying CSF (Critical Success Factors) and the generation of strategic projects and other elements. Among other methods is not the creation of customer and supplier databases, advertising, and staff that is very important because the main element of good business information service are the people who work there. Promotions and advertising are part of the success in the marketing of services, but not as important as measuring customer satisfaction, and ability to keep customers (Fair, 2000).

Strategic marketing approach should provide academic libraries with tools that can help in the task of designing, developing and providing appropriate services. They may allow customers to begin with instead of being seen as the end point of the supply chain information and changing product and customer service orientation and orientation of the need (Kavulya, 2004). This is true of Questia, the world's largest, Library, a collection of over 35,000 digital books undergraduates. Marketing techniques and market research Questia led to a firm understanding of your target market, which is the intermediate student. As Library online from Questia's will accommodate the lifestyles of students. It takes full advantage of its digital format to overcome many of the inconsistencies and barriers that students encounter in a traditional library (Gibbons, 2001).

What is impressive marketing techniques Questia is the diversity of tools and methods used. Students are receiving a flood of colors, slick fliers dissemination of Questia magnificence of "innovators, academics and indispensable "collection and promotional prizes, including a laptop computer and PDA, just by visiting the Web site. Questia Questia also has mailed mail to parents of pupils, asking to purchase the subscription on behalf of your child, understanding that students are not able or willing to spend money subscripts the service, in addition to using television ads television hours showing how the online library can help students to finish their investigation and assignments at any time, even if they close the doors of the library. One of the clever marketing techniques used by Questia is the word of mouth. Questia is recruiting students to spread the word about online library services and to promote their product around the campus and gather marketing information related to students and their needs. The Questia library experience shows that the library needs to market its collection and services. The belief that the value of the collection the library is enough to draw users' attention is not true today. The need is not just to build a library and fill it with good collections and service and wait for customers to visit. There are obstacles to be overcome, such as working hours and closing times, physical barriers, geographical barriers and the rapid change in information science (Gibbons, 2001).

In the past, the library always believed that its importance will continue to be recognized without any kind of questioning. That has resulted in the delay of the involvement of the library and information services in corporate strategic planning. As a result of this is crucial for librarians to highlight their contribution to corporate goals and outcomes. Libraries are no longer in the secure position they did in the past. In these circumstances, libraries must demonstrate that they are an integral and essential services of any university and play a key role in helping the institution to achieve its objectives and outcomes (McNicol, 2005).

CONCLUSION

The contemporary library is now generally named to a market of information and library user is a consumer of information. Information is an essential resource for research and development of any nation. Marketing is vital in building planning, design and use of information services and products for the use of the best and the best information as possible. The library should give priority to provide excellent customer service, enhancing its image as a provider of information in the information age. The library and information services should be user-oriented in order to satisfy their information needs effectively. Marketing of library and information services user's priorities, expectations, individuality, responsiveness, relationship, quality of service, professional skills and competencies, services value-added, etc. The ultimate goal of marketing is here to provide correct information to the right user at the right time.

REFERENCES

Fair, L. (2000). ICT and the challenges of marketing in the libraries of Latin America. In: IFLA General Conference and Coucil. Jerusalem Israel, 7p.

Gibbons, S. (2001). Growing competition for libraries. Library Hi Tech, 19 (4), 363-367.

Kavulya, JM (2004). Marketing library services: a case study of selected university libraries in Kenya. Library Management, 25 (3), 118-126.

Koontz, C. (2004). How to evaluate the effectiveness of their marketing. Marketing Library Services, (May / June), 6-8.

Koontz, C. (2005). The market research and virtual customer: realities, possibilities and experiences. IFLA Publications, 117, 251,263.

Lefebure, M. (2002). The library as pleasant space: the experience of Saint Mary's. New World Library, 103 (1172/1173), 21-29.

Madhusudhan, M. (2008). Marketing library and information services and products in university libraries: a case study from the University of Goa. Library Philosophy and Practice Library, (March), 1-6.

Mahmood, K., Hameed, A. & Haider, SJ (2005). Potential for fee-based library services in Pakistan. The Bottom Line: Managing Library Finances, 18 (4), 172-179.

McNicol, S. (2005). The challenges of strategic planning in academic libraries. New World Library, 106 (1218/1219), 496-509.

Mu, C. (2007). Academic library resources and marketing information services international students from Asia. Reference Service Review, 35 (4), 571-583.

NIMS, JK (1999). Marketing instructional services Library services: changes and trends. Serrvices Reference Review, 27 (3), 249-253.

Noel, R. & Waugh, T. (2002). The collection of Marketing and information services from a comparison of experiences in large institutions. In: Putting knowledge to work. Presented at the Special Libraries Assosiation Conference, Los Angeles, California, 10p.

Norman, OG (1989). The collection of marketing and information services: a guide to scoring in the trends and developments recent. Reference Services Review, 17 (1), 43-64.

Owens, I. (2002). Marketing in library and information science: a review selected from the related literature. The Acquisitions Librarian, (28), 5-31.

Tucci, VK (1988). Marketing information for libraries. (ME Williams, ed.) Annual Review of Information Science and Technology, 23, 59-82.

About the Author

Bahrani, Mohammad AL. Kuwait Master degree in Information Management, Kuwait University. B.A. in Business Administration -Marketing (major) , College of Commerce, Economics and Political Science , Kuwait University. Head of Promotion and Advertisement section in Ministry of Communications in Kuwait since 1997. IT articles writer in Al-Qabas Kuwaiti newspaper(2001-2004). Created MLIS Blog and website http://liskw.wordpress.com since 2007.Can be reached at mohdbahrani@gmail.com.

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