Marketing of Information Products and Services （营销的信息产品和服务）.PDFVIP

Library Philosophy and Practice Vol. 5, No. 1 (Fall 2002) (/~mbolin/lppv5n1.htm) ISSN 1522-0222 Marketing of Information Products and Services for Libraries in India Joseph Jestin K.J. B. Parameswari Dept. of Library and Information Science Madurai Kamaraj University Introduction A society that consumes and generates the most knowledge and information is the strongest society. The information industry has grown dramatically in services, revenue, and coherence over the last decade. Though the marketing of information services is a concept of comparatively recent origin, it has now emerged as an important area for libraries and information centers. Marketing covers those activities that connect the organization to those parts of its outside world that use, buy, sell or influence the outputs it produces and the benefits and services it offers (O’Shaughnessy). As Kotler points out, organizations such as museums, universities, libraries, and charities need to market their causes and their products to gain political and social support as well as economic support. One of the major barriers to operating a profitable information business is the lack of business expertise among librarians and information scientists. Marketing is a comprehensive term that describes all the processes and interactions that result in satisfaction for users and revenue for the information firm. Libraries and information centers have begun to realize that marketing of information products and services is an integral part of administration, especially as a means for improving user satisfaction and promoting the use of services by current and potential users. Three main factors, namely the information explosion, the technology revolution, and escalating library costs are responsible for encouraging the library professio