Marketing of Library Services in an Academic Environment

Marketing of information services is now an important goal of librarians all over the ~orld t? attract mor~ users to the libr~ry. thereby promoting user satisfaction. Marketing IS considered ~s ~n Integr~1 part of libraries and information centres mainly due to the developments In information t.echnology, information explosion, and declining library budgets. Kotler defines marketing as the "analysis, planning, implementation and control o~ carefully formulated programs designed to bring about voluntary exchanges of values WIth target markets fo~ the ~~rpos~ of~chievingorganizational objectives". Organizations suc.h as museums, unrversittes, libraries, and charities need to market their causes and their products to gain. political and social support as well as economic support (Kotler, 1995). In the marketing world people are now migrating from the traditional Four P ~lodelto th~ S~VE mode! (Alt~ns~n, 2013). According to the SAVE model, marketing III an orgarusanon must grve pnonty to 'Solutions' instead of the features or functions of~he.'Product" Similarily it is to focus on 'Access', instead of ,Place'; 'Value' instead of Price" so that the benefits are more stressed, rather than production costs. Instead of :Proliloti.on', marketi~g has. to conc~ntrate on 'Educating' the customers, providing lJlfo~mahol~ about t~eJr specific req~lrements, instead of relying on advertising, public rel~tlons, direct selling etc. From a library point ofview, to ensure maximum utilization of library ~ervices there is an increasing need for definite marketing plans to exploit the techn.ologlcal dcvelop",len~s so ~s to entice the users. By anticipating their changing needs and ~y co.mmulllcatl~g WIth them it should be possible to devise strategies to present various library services and products in a perceptive style.

A study of information-seeking behavior and user perceptions of academic researchers

The purpose of this paper is to examine the information-seeking behavior of science and social science research scholars, including service effectiveness, satisfaction level on different type of sources and various methods adopted by the scholars for keeping up to dateData were gathered using a questionnaire survey of 200, randomly selected, PhD students of science and social science departments of four universities in Kerala, IndiaAlthough similarities exist between social science and science PhD students with regard to information-seeking behavior, there are significant differences as well. There is a significant difference between science and social science scholars on the perception of the adequacy of print journals and database collection which are very relevant to the research purposes. There is no significant difference between science and social science scholars on the perception of the adequacy of e-journals, the most used source for keeping up to date. The study proved that scholars of both the fields are dissatisfied with the effectiveness of the library in keeping them up to date with latest developments

Interannual Variability of Upwelling Indices in the Southeastern Arabian Sea: A Satellite Based Study

Increase in sea surface temperature with global warming has an impact on coastal upwelling. Past two decades (1988 to 2007) of satellite observed sea surface temperatures and space borne scatterometer measured winds have provided an insight into the dynamics of coastal upwelling in the southeastern Arabian Sea, in the global warming scenario. These high resolution data products have shown inconsistent variability with a rapid rise in sea surface temperature between 1992 and 1998 and again from 2004 to 2007. The upwelling indices derived from both sea surface temperature and wind have shown that there is an increase in the intensity of upwelling during the period 1998 to 2004 than the previous decade. These indices have been modulated by the extreme climatic events like El–Nino and Indian Ocean Dipole that happened during 1991–92 and 1997–98. A considerable drop in the intensity of upwelling was observed concurrent with these events. Apart from the impact of global warming on the upwelling, the present study also provides an insight into spatial variability of upwelling along the coast. Noticeable fact is that the intensity of offshore Ekman transport off 8oN during the winter monsoon is as high as that during the usual upwelling season in summer monsoon. A drop in the meridional wind speed during the years 2005, 2006 and 2007 has resulted in extreme decrease in upwelling though the zonal wind and the total wind magnitude are a notch higher than the previous years. This decrease in upwelling strength has resulted in reduced productivity too.

Changing Role of Academic Libraries in the E-learning Environment: Issues and Challenges

The development of computer and network technology is changing the education scenario and transforming the teaching and learning process from the traditional physical environment to the digital environment. It is now possible to access vast amount of information online and enable one to one communication without the confines of place or time. While E-learning and teaching is unlikely to replace face-to-face training and education it is becoming an additional delivery method, providing new learning opportunities to many users. It is also causing an impact on library services as the increased use of ICT and web based learning technologies have paved the way for providing new ICT based services and resources to the users. Online learning has a crucial role in user education, information literacy programmes and in training the library professionals. It can help students become active learners, and libraries will have to play a greater role in this process of transformation. The significance of libraries within an institution has improved due to the fact that academic libraries and information services are now responsible for e-learning within their organization.