An Approach To Marketing In Special And Academic Libraries

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 principles. Lack of trained staff; poor library investments (allocations),

insufficient technology and know-how etc. are identified as problems that hinder the practice of marketing.

More research studies should be implemented in the field.

Introduction

Marketing principles and strategies are used not only in the profit making business

sector, but also in the non-profit/services such as hospitals, libraries, and postal

services with some adjustments to suit for the non-profit sector. For a fact, in the

library sector, the aim of the service should be the fulfillment of objectives rather than

earning a financial profit. Library's main concern would be the user satisfaction while

financial profit also can be obtained by charging membership fees, fines for overdue

books, photocopying services, online searching and other fee-based services.

Therefore, the concept of marketing is not strange for the library organization.

Marketing in its rapid development has widened its meaning and scope to cover a larger

sense with a wider course of activity. On the other hand as the transition of the economy

from industry based socio-economy to information-based economy (that is the

information age) the importance of information has been highly increased; and the term

marketing has been dramatically expanded to the library & information sector. Now it is

the