Library and information sciences are experiencing a period of radical change. Today, just as businesses must compete for survival, growth, and market space, librarians and information professionals must assume a more proactive role to cope with increasing competition.
This new demand presents a number of unanswered questions. What is the nature of this competition? How can libraries attract alternate sources of funding when public sponsorship and government spending are at a low ebb? What are some strategies for expanding the customer base and fulfilling customer requirements and expectations? And, finally, what is preventing librarians and information professionals from developing successful marketing strategies?
Marketing Information Products and Services responds to these questions. This comprehensive manual describes the fundamentals of marketing in the context of library and information sciences, presents various options for raising money, offers tips and techniques for better service management, and provides a step-by-step approach to developing marketing strategies.
The book is an outcome of a project funded by Canada's International Development Research Centre (IDRC). It is assembled as a practical guide, with case studies and illustrations from libraries and information centres throughout the world.
Abhinandan K. Jain is a Professor of marketing at the Indian Institute of Management in Ahmedabad (IIMA), India.
Ashok Jambhekar is Chief Librarian at IIMA.
T.P. Rama Rao is a Professor of computer and information systems at IIMA.
S. Sreenivas Rao has recently retired as Professor of business policy at IIMA.