Marketing of Library and Information Products and Services: Using Services Marketing Mix

Marketing of Library and Information Products and Services: Using Services Marketing Mix

Kavita Chaddha (Indian Institute of Management, Lucknow, India)
DOI: 10.4018/978-1-4666-4671-1.ch011
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Abstract

The chapter starts with the definition of marketing and its role in non-profit organizations like Library and Information Centers (LICs). Barriers to marketing of Library and Information Products and Services (LIPS) are discussed along with Dr. Ranganathan’s Five Laws of Library Science and their impact on marketing of LIPS. The basics of marketing mix are analyzed as to how the librarians can apply innovative methods using the extended marketing mix or the “Seven Ps” for marketing of LIPS, which in the end fulfills the ultimate goal of the parent institution. The chapter concludes with suggested measures for innovation by libraries in emerging economies.
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Marketing Of Non Profit Organizations

Marketing cannot be confined to profit making organizations only. The principles and practices of marketing are being extensively used for non-profit organizations also, like health care services, education and library and information centers. The concept of marketing for non-profit organizations was first introduced by Kotler and Levy in 1969. It is the social objective that makes the marketing for non-profit organizations – Social Marketing. Armstrong and Kotler (2003, G5) defines the marketing for the non-profit organizations in these words “the societal marketing is a principle of enlightened marketing that holds that a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests”. Although the organizational objectives of the social organizations differ from the profit making organizations, the marketing principles remain the same for both.

Shapiro (1973) identifies four key business concepts which provide the basis for marketing thought and action in the non-profit organization:

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