Marketing of Library Services in the Era of Competitiveness

Abstract

Marketing is increasingly being adopted by organizations to affect higher sales and enhanced profitability. The growing information technology has opened a wealth of information for the public- all available at the flick of the fingers. With growing competition librarians are waking up to the fact that they also need to market themselves. This paper explores how the library and information centers can market themselves (by the application of the 7 P’s) to create noticeable differences in the bottom-line. It further looks into LibQUAL+TM as a strategic tool to gain customer feedback and align the customer expectations and perceptions with the quality of service being delivered to gain maximum customer satisfaction.