Marketing of academic library resources and services

Author(s):  
Raysh Thomas

Marketing is important for any organization that provides services to consumers. Marketing allows an organization to inform, remind, or persuade the consumer by sharing information about goods or services, community involvement, or societal impact. Simply stated, these efforts encompass anything libraries do to let the community know who they are, what they do, and what they offer. The goal of marketing is to keep the product in the minds of the customer: in the case of libraries it is to keep the customer aware of the library, to provide them with knowledge about the library’s physical features, resources, services, programs, and events, and to let them know about the benefits libraries offer. Marketing benefit the library by increasing usage, educating users, and increasing or at least maintaining a positive perception of the library.This paper discusses about functions ,elements, different strategies of marketing, marketing mix,market segmentation and web marketing in detail.

2018 ◽  
Vol 50 (3) ◽  
pp. 219-235
Author(s):  
Hugo Huurdeman ◽  
Mikaela Aamodt ◽  
Kyrre Traavik Låberg ◽  
Dan Michael Heggø

2020 ◽  
Vol 8 (4) ◽  
pp. 238-245
Author(s):  
Demetria A. Corpuz

Purpose of the study: The study evaluated the strengths and weaknesses of a library system in a state-owned university to ensure that the information needs and services of clients are adequate. It looked into the available resources and required facilities to assess changes and improvement. Likewise, the functional effectiveness of the academic library was also determined. Methodology: The study used a descriptive survey method to describe available library resources and the extent of the functional effectiveness of academic library services of the Nueva Vizcaya State University (NVSU) Philippines. The 175 respondents came from the most frequent library users. This study utilized the purposive sampling technique. Descriptive statistics were used to determine the adequacy and functional effectiveness of the library. Result: The result revealed that the library services surpassed the minimum requirements on holdings and Filipiniana collection, but did not meet the required library collection published within the last five years. Periodicals needed to increase subscriptions and ICT required improvement. Librarians are qualified to manage the library. The respondents perceived the functional effectiveness of library services to be useful and very effective. Novelty/Originality of this study: This research study gives an empirical data as bases on the provision of Sustainable Development Plan to cater to the nature of users in the digital age with the consideration to balance the physical and virtual resources. Practical implications: This paper will be most helpful to academic libraries to continually revisit the resources and services to be responsive to the vision and vision of the university, demand for curriculum change, and research endeavour.


2021 ◽  
Vol 19 (1) ◽  
pp. e0101 ◽  
Author(s):  
Amparo Baviera-Puig ◽  
Luis Montero-Vicente ◽  
Carmen Escribá-Pérez ◽  
Juan Buitrago-Vera

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.


Author(s):  
Manoj Kumar Sinha

The aim of this chapter is to give an overview of the modernisation of academic libraries in the ICT era, changing format of the library resources and types of computer-based services being offered by the academic libraries. In view of this, the present chapter discusses various aspects of LIS training and user education, emphasising the need to empower our LIS professionals and library users so that they benefit from the new technologies by using new ICTs for exploring the world of knowledge for their academic pursuit and excellence in higher education and research. The first part of the chapter discusses the recent development in the areas of application of ICT in academic libraries, availability, and usage of electronic resources by the library users, new services provided by the academic libraries to their end users. The second part of the chapter highlights the need for empowering LIS professionals working in academic libraries and their end users in electronic / digital era, enumerates the role of various agencies that are engaged in making library users aware of printed as well as e-resources, and explains the role of Web 2.0/Library 2.0 in making library users more interactive and well informed about the resources, products, and services of the academic libraries to their clientele. The third part of the chapter discusses the user education programme/user awareness programme being organised and offered to the students and research scholars by the Assam University Library (Rabindra Library, Silchar) as a case study. While concluding the chapter, some suggestions and recommendations are also discussed in brief.


Information technologies have changed the way people search for information inside and outside the library environment. As a result, one of the core functions of librarians—instruction—has changed. Initially, library instruction, also known as bibliographic instruction, focused on teaching patrons how to find library resources. Databases and the Internet with keyword searching abilities shifted the focus of library instruction away from library resources to search techniques that are applicable in a variety of information settings. Web 2.0 technologies have further impacted information literacy instruction as they have helped make the searching for, use of, and creation of information nearly seamless. These technologies have changed user expectations and librarians have adjusted the way they provide instruction services to patrons. This chapter examines the impact of new technologies on how librarians frame their relationship with patrons, specifically students and faculty in the academic library context. Librarians use new technologies to compliment their existing instruction sessions and as a tool to frame themselves as information experts.


2009 ◽  
Vol 4 (4) ◽  
pp. 24 ◽  
Author(s):  
Judith Z. Emde ◽  
Sara E. Morris ◽  
Monica Claassen-Wilson

Objectives - This usability study was developed to observe faculty and graduate students’ reactions to a recent redesign of the University of Kansas (KU) Libraries’ website. The redesign included new navigational features, introduction of a federated search tool, a quick search box on the front page, and research subject pages. The study also provided the opportunity to observe the practices of faculty and graduate students in locating and retrieving information on the Libraries’ website. Methods - Ten participants (five faculty and five graduate students) representing diverse disciplines were solicited for the study. Participants were required to access the Libraries’ website to answer a series of questions regarding new and updated features of the website. Observational analysis using Morae™ software was conducted and interviews with each participant provided details of their opinions on how these new features would influence their research and teaching activities. Results - Most of the participants either did not notice or ignored the major website changes. Links to and locations of commonly used resources (e.g. catalogue; databases; e-journals) had been changed minimally, and the faculty and graduate student participants gravitated to those familiar features to complete tasks. Prior to the study, participants had not accessed the new discovery tools; however, once previewed, responses to the tools’ utility were generally favourable. After using the federated search tool on a familiar topic, several participants noted that, when directed to databases they had not previously considered, they were able to locate citations they had missed in the past. Observers noted pitfalls in navigating the site such as inconsistent underscoring of links, ambiguous terminology, and unclear icons meant to expand subject heading lists. Unexpected searching behaviours were observed, including inconsistent and lack of conceptual understanding in searching for e-journal content. Conclusions - This study provides evidence regarding the usability of a library website with a population already familiar with library resources. It demonstrated that faculty and graduate students are not interested in experimenting with new discovery tools but are amenable to their potential value to undergraduate students. The recent trend toward minimizing content and links on websites satisfies this population, one which is already comfortable with the basic attributes of a library’s website.


2019 ◽  
Vol 40 (3/4) ◽  
pp. 228-239 ◽  
Author(s):  
Suha AlAwadhi ◽  
Sultan M. Al-Daihani

PurposeThe purpose of this paper is to examine the use of social media in the marketing of academic library resources and services in Kuwait and identifies the factors related to the use of social media applications in marketing academic libraries.Design/methodology/approachA quantitative data-collection approach using a paper and online questionnaire has been employed to elicit the opinions of librarians working in academic libraries in Kuwait in both private and public institutions. In total, 89 valid questionnaires have been analyzed using descriptive (frequencies, percentages, means and standard deviations) and inferential statistics (factor analysis, correlations, experimental analysis and regression).FindingsThe study shows that the academic librarians have a positive perception toward the use of social media. The identified factors relating to the use of social media for marketing library information resources and services are the usefulness of social media tools in raising awareness and in providing needs analysis and satisfaction assessments. However, management support for the use of social media for library marketing is poor.Practical implicationsThis study provides insights into the factors related to the use of modern social media platforms to promote information resources and services at academic libraries to provide outreach services to current and potential users.Originality/valueThis research contributes to the field of information studies as it highlights the importance of using social media platforms in marketing academic library information resources and services. Library administrators could use the results to develop social media marketing plans to effectively promote their library resources.


2018 ◽  
Vol 13 (4) ◽  
pp. 108-110
Author(s):  
Judith Logan

A Review of: Soria, K. M., Fransen, J., & Nackerud, S. (2017). The impact of academic library resources on undergraduates’ degree completion. College & Research Libraries, 78(6), 812–823. https://doi.org/10.5860/crl.78.6.812 Abstract Objective – The researchers sought to measure the effect of accessing library resources on academic retention and graduation after four years while accounting for external factors that may influence academic outcomes. Design – Quasi-experimental observational study. Setting – A large public university in the Midwestern United States of America. Subjects – 5,368 first-year, non-transfer undergraduates; an entire freshman class. Methods – Using already collected student and library records data, the researchers grouped the population into those that had accessed one of five library resources at least once (treatment) and those who had not (control). The five treatment variables studied were circulation use, electronic resource or website access, library computer workstation logins, enrollment in open registration or course-embedded library instruction, and use of two reference services (online chat and peer research consultations). The researchers then performed a series of propensity score matching and regression analyses to compare the treatment and control groups’ outcome measures—graduation or continued enrollment after four years. These statistical models controlled for ten covariate measures that included SAT scores, first generation status, on campus residency, college of enrollment (e.g., business, engineering, education, biological sciences, design, or food, agriculture, and natural sciences), and demographic profiles. The regressions included subset analyses of the treatment group to determine if some treatment variables were associated with better outcomes than others. Main Results – The researchers found that students in the treatment group (n = 4,415) were 1.441 times more likely to graduate and 1.389 times more likely to still be enrolled after four years than those in the control group (n = 953). Both results were statistically significant at p < 0.01 and p < 0.001 respectively. The subset regression analyses revealed that accessing an electronic resource at least once was associated with the best graduation odds at 1.924 times (p < 0.001) and the best continued enrollment odds at 1.450 times (p < 0.001). Students who had accessed computer workstations and either of the two reference services studied were no more likely to have graduated or still been enrolled after four years than those who had not (p < 0.001 and p < 0.05). Conclusion – Accessing library services during the first year of university is associated with improved academic outcomes after four years. More research is needed to accurately measure this impact for methodological reasons. Libraries should document contact with students as much as possible for later assessment.


2016 ◽  
Vol 65 (4/5) ◽  
pp. 281-294
Author(s):  
Mingyue Chen ◽  
Joyline Makani ◽  
Michael Bliemel

Purpose The purpose of this study is to analyze factors affecting decision-making on libraries’ electronic resources management under the situation of tight budgets in Canadian research universities. Design/methodology/approach Interview was adopted to investigate library resources management leaders’ opinions from English-speaking university members of the Group of Canadian Research University Libraries. Findings A comprehensive model is developed for library resources’ management. Subject specialists are the key of the model integrating marketing roles and evaluation roles. Research limitations/implications The main limitations of this study are the small sample size of interview candidates, which may have application limitations on other types of libraries and universities in different areas. Practical implications This study generates a comprehensive model based on past research, contributing to future library decision-making practices. Originality/value It develops a subject specialist-centric model of library resources’ value assessment and brings the element of culture into future studies of academic library.


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