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.

Re-engineering and Re-defining University Libraries in the context of modern Information and Communication Technologies: a study with special reference to the University Libraries in Kerala

Information and communication technologies are the tools that underpin the emerging “Knowledge Society”. Exchange of information or knowledge between people and through networks of people has always taken place. But the ICT has radically changed the magnitude of this exchange, and thus factors such as timeliness of information and information dissemination patterns have become more important than ever.Since information and knowledge are so vital for the all round human development, libraries and institutions that manage these resources are indeed invaluable. So, the Library and Information Centres have a key role in the acquisition, processing, preservation and dissemination of information and knowledge. ln the modern context, library is providing service based on different types of documents such as manuscripts, printed, digital, etc. At the same time, acquisition, access, process, service etc. of these resources have become complicated now than ever before. The lCT made instrumental to extend libraries beyond the physical walls of a building and providing assistance in navigating and analyzing tremendous amounts of knowledge with a variety of digital tools. Thus, modern libraries are increasingly being re-defined as places to get unrestricted access to information in many formats and from many sources.The research was conducted in the university libraries in Kerala State, India. lt was identified that even though the information resources are flooding world over and several technologies have emerged to manage the situation for providing effective services to its clientele, most of the university libraries in Kerala were unable to exploit these technologies at maximum level. Though the libraries have automated many of their functions, wide gap prevails between the possible services and provided services. There are many good examples world over in the application of lCTs in libraries for the maximization of services and many such libraries have adopted the principles of reengineering and re-defining as a management strategy. Hence this study was targeted to look into how effectively adopted the modern lCTs in our libraries for maximizing the efficiency of operations and services and whether the principles of re-engineering and- redefining can be applied towards this.Data‘ was collected from library users, viz; student as well as faculty users; library ,professionals and university librarians, using structured questionnaires. This has been .supplemented by-observation of working of the libraries, discussions and interviews with the different types of users and staff, review of literature, etc. Personal observation of the organization set up, management practices, functions, facilities, resources, utilization of information resources and facilities by the users, etc. of the university libraries in Kerala have been made. Statistical techniques like percentage, mean, weighted mean, standard deviation, correlation, trend analysis, etc. have been used to analyse data.All the libraries could exploit only a very few possibilities of modern lCTs and hence they could not achieve effective Universal Bibliographic Control and desired efficiency and effectiveness in services. Because of this, the users as well as professionals are dissatisfied. Functional effectiveness in acquisition, access and process of information resources in various formats, development and maintenance of OPAC and WebOPAC, digital document delivery to remote users, Web based clearing of library counter services and resources, development of full-text databases, digital libraries and institutional repositories, consortia based operations for e-journals and databases, user education and information literacy, professional development with stress on lCTs, network administration and website maintenance, marketing of information, etc. are major areas need special attention to improve the situation. Finance, knowledge level on ICTs among library staff, professional dynamism and leadership, vision and support of the administrators and policy makers, prevailing educational set up and social environment in the state, etc. are some of the major hurdles in reaping the maximum possibilities of lCTs by the university libraries in Kerala. The principles of Business Process Re-engineering are found suitable to effectively apply to re-structure and redefine the operations and service system of the libraries. Most of the conventional departments or divisions prevailing in the university libraries were functioning as watertight compartments and their existing management system was more rigid to adopt the principles of change management. Hence, a thorough re-structuring of the divisions was indicated. Consortia based activities and pooling and sharing of information resources was advocated to meet the varied needs of the users in the main campuses and off campuses of the universities, affiliated colleges and remote stations. A uniform staff policy similar to that prevailing in CSIR, DRDO, ISRO, etc. has been proposed by the study not only in the university libraries in kerala but for the entire country.Restructuring of Lis education,integrated and Planned development of school,college,research and public library systems,etc.were also justified for reaping maximum benefits of the modern ICTs.

E-Resources in the Engineering College Libraries of Kerala: Problems towards Sustainable Collection Development

Electronic resources have become a vital part of an academic library especially in universities and higher education institutions. The availability of electronic resources and the acceptance of the fonnat among the academics are rising day by day. As far as engineering students are concerned, they are much techno-savy and are more used to electronic resources. So it has become necessary for the libraries of engineering institutions to subscribe and provide access to electronic resources to satisfy its user community. Many studies have identified that academics are much preferring online journals and databases than their print counter-parts

Open Access Movement for Managing Intellectual Informatics

The present work focuses on various facets of open access movement for managing intellectual output that eventually becomes available and accessible in public domain. Thus, purpose of this paper is to document and share the real time experience of managing and sharing of intellectual wealth of academia of Cochin University of Science & Technology by using open source platforms. This paper is trying to explore different intellectual information resources in the current era and also aims to suggest cost effective strategy of implementing new open access tools and technology for effective managing ofintellectual informatics

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.

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

Knowledge management and open access e-theses: Indian initiatives

This paper aims to describe recent developments in the services provided by Indian electronic thesis and dissertation (ETD) repositories. It seeks to explore the prospect of knowledge formation and diffusion in India and to discuss the potential of open access e-theses repositories for knowledge management.This study is based on literature review and content analysis of IndianETDrepository websites. Institutional repositories and electronic thesis and dissertation projects in India were identified through a literature survey as well as internet searching and browsing. The study examines the tools, type of contents, coverage and aims of Indian ETD repositories.The paper acknowledges the need for knowledge management for national development. It highlights the significance of an integrated platform for preserving, searching and retrieving Indian theses. It describes the features and functions of Indian ETD repositories.The paper provides insights into the characteristics of the national repository of ETDs of India, which encourage and support open access to publicly-funded research