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International Journal of Information Studies

Barriers to Marketing of Information Products and Services in University Libraries
Gopal. G, Raiah. I, Lakshmipathi. L
Department of LIS S.V. University, Tirupati-517502 Andhra Pradesh, India, Department of LIS Annamalai University Annamalai Nagar – 608002, India
Abstract: In the present information age, wherein information and knowledge are key to societal development, libraries and information centres are potential source of revenue generation if the resources of the libraries and information centres are marketed. Ever since the concept of marketing was introduced to libraries, certain barriers have prevented the libraries in implementing marketing programmes. This paper attempts to look at the barriers that impede the libraries and information centres from adopting marketing.
Keywords: Department of LIS S.V.University, Tirupati-517502 Andhra Pradesh, India Barriers to Marketing of Information Products and Services in University Libraries
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References:[1] Kaur, Amritapal. (1999). Information marketing in university libraries in India: Problems and Perspectives, Library vision 2010: Indian Libraries and Librarianship 3 in retrospect and prospect, ILA seminar papers 45th All India Library Conference, 23-26 December, Hisar. p.493-500. [2] Narayana, G. T. (1992). Marketing, Library and information management, New Delhi, Prentice Hall of India, New York. p.174-188. [3] Rao, S. S. (1999). Introduction to marketing of information products and services. In Marketing Information Products and Services: A Primer for Librarians and Information Professionals, edited by Abhinandan K. Jain et al. Tata McGraw-Hill, Delhi, 1-19. [4] Bhat, M. Ishwara. (1998) Marketing of library and information services at British Council Library Network in India, DESIDOC Bulletin of information technology, 18 (3) 29-33. [5] Waaijers, Leo. (1994). End-user’s hopes and expectations. Interlending and Document Supply, 22 (1) 7-14. [6] Kotler, Philip. (1994). Marketing for Non-profit organizations. 8th ed., Prentice Hall of India, New Delhi, p.32. [7] Hiremath, C. V., Karisiddappa, C. R. (1997). Marketing of library and information services and products. Some through on designing and development of economic models, Electronic library, Tata McGraw-Hill Publishing Co. Ltd., New Delhi. p.176-86. [8] Kanaujia, S. (2004). Marketing of information products and services in Indian R&D library and information centers, library management, 25 (8-9) 350-360. [9] Kumar, S. (2009). Marketing of library/information products and services, Library Herald. 36 (3) 178-184.

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