An Approach to Marketing in Special and Academic Libraries
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An approach to marketing in special and academic libraries of
Sri Lanka: a survey with emphasis on services provided to the
clientele.
By Jagath Jinadas Garusing Arachchige,
Asst. Librarian, University of Ruhuna, Sri
Lanaka
Abstract
The concept of marketing covers not only the buying and selling for financial gain, but also the
achievement of organizational objectives successfully. Thus the term 'marketing' has a wider and deeper
sense, which proliferates the organization's successive achievements. Modern marketing is applied not only
to the profit making organizations, but also to the non-profit sector and social service organizations like
libraries. Marketing in the library service sector intends the performances of planning, organizing,
dissemination and controlling of information services on a proactive and user oriented way that ensures
the user satisfaction while achieving the objectives of the parent organization. Information services system
of Sri Lanka incorporates mainly the various library systems like academic libraries, special libraries,
public libraries, school libraries and other information centers. Parent organizations of the libraries spend
a large amount of money for their library activities. However, due to many reasons, most of these libraries
seem to be under-utilized and have failed to satisfy the information needs of their users. One reason for this
is considered to be the lack of marketing in their activities. Having no proper planning, the majority of
libraries and information centers seem to be conventional, supply-led, and isolated in their service
provision. Library personnel have not properly understood potential opportunities of their library business.
They are less aware of their challenges and are not prepared to win the competitive advantages in the
market. This study attempted to understand the present attitude to marketing in special libraries and
academic libraries of Sri Lanka. Here the basic marketing performances of above libraries were examined.
Focus was given on the investigation of the understanding of markets/potential markets, planning targeted
services to accurate market segments, identification of competitive advantages, the application of
marketing mixes (4Ps) etc. to libraries. It is also aimed at identifying the problems encountered in
marketing of library and information services. Two tentative hypotheses were tested in the investigation.
The sample survey technique, which involved an exploratory analysis of primary data related to the
problem, was utilized as the methodology for the study. Structured written questionnaires were the main
instruments used for the gathering of data from samples. 33 out of 50 special libraries and 20 out of 22
academic libraries responded to the questionnaire.
Data analysis was completed with quantitative means such as percentage analysis, arithmetic mean
analysis and qualitative descriptions using graphical presentation wherever needed.
Hypotheses were proved with findings. Special libraries and academic libraries of Sri Lanka have a
sufficient amount of resources acquired and market opportunities available. Yet, they practice poor
marketing. In comparison, marketing performances are more available in special libraries than in
academic libraries. Special libraries and academic libraries of Sri Lanka have cost recovery capabilities
and even profit potentials from their services if they undertake proper marketing. Library personnel had
very little knowledge of marketing