Innovative Marketing Strategies in Academic Libraries: An Overview

Innovative Marketing Strategies in Academic Libraries: An Overview

Nancy L. Waral (Manonmaniam Sundaranar University, India)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/978-1-7998-1482-5.ch001

Abstract

Advancements of Science and Technology have made a tremendous impact on all walks of life. Library and Information centers are no exception. The ICT-based marketing techniques are employed in libraries in an innovative way to maximize the usage. A similar approach can be followed in academic libraries, especially in higher educational institutions with an intention to maximize the use library resources to user's satisfaction. In this context, the chapter analyzes the various facets of marketing techniques in academic libraries. This chapter highlights the intention of academic libraries to use the resources at maximum level. The library home page in the institutional websites and links provided in them to the variety of e-resources play a pivotal role. Social Medias, blogs, and other promotional materials are extensively used as innovative marketing strategies in academic libraries. Efforts to familiarize the library professionals in adopting different marketing strategies help to use the resources at optimum level.
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Marketing Concepts

According to Saracevic and Wood (1981) “the marketing information services and information products involves the eight key marketing concepts”.

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