Authors :
Muhammad Kabir Khan; Muhammad Usman; Saba Mustafa
Volume/Issue :
Volume 7 - 2022, Issue 11 - November
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3H9alGe
DOI :
https://doi.org/10.5281/zenodo.7395135
Abstract :
The aim of this study was to look into the
cutting-edge methods for library marketing with
encountered issues by librarians. The urge for
marketing in the university libraries of Lahore and the
present approaches used by university libraries to
promote library and information services, and
suggestions for increasing that marketing is
encountered in in-depth study. The present study
consisted of four objectives including the demand for
library service marketing, present strategy on library
promotion, the challenges in library marketing and to
improve library service promotion including the
innovation tools for library marketing. A quantitative
research approach and the survey method based on the
questionnaire with six main elements was presented
through convenience sampling. The data was collected
from 127 library professionals through a questionnaire.
The present study reported that the marketing of
university libraries required strengthening the
interpersonal interaction between librarians and users
to identify the information needs of users, achieving a
high degree of customer loyalty, educating users
regarding the achievement of library usage, and
accomplishing educating of the library. The findings
revealed that respondents adopted social media
applications for marketing library services to increase
the personal relationship between staff and users. The
method used by librarians for marketing including
sending letters to users about newly added services
through E-mail and text messages, provision of
electronic access to information, having the
representative in institutional functions for library
marketing, and use of leaflets and posters. This study is
geographically limited to the university library in
Lahore.
Keywords :
Marketing of LIS; Challenges in LIS marketing; Strategies for LIS marketing; Innovative tools.
The aim of this study was to look into the
cutting-edge methods for library marketing with
encountered issues by librarians. The urge for
marketing in the university libraries of Lahore and the
present approaches used by university libraries to
promote library and information services, and
suggestions for increasing that marketing is
encountered in in-depth study. The present study
consisted of four objectives including the demand for
library service marketing, present strategy on library
promotion, the challenges in library marketing and to
improve library service promotion including the
innovation tools for library marketing. A quantitative
research approach and the survey method based on the
questionnaire with six main elements was presented
through convenience sampling. The data was collected
from 127 library professionals through a questionnaire.
The present study reported that the marketing of
university libraries required strengthening the
interpersonal interaction between librarians and users
to identify the information needs of users, achieving a
high degree of customer loyalty, educating users
regarding the achievement of library usage, and
accomplishing educating of the library. The findings
revealed that respondents adopted social media
applications for marketing library services to increase
the personal relationship between staff and users. The
method used by librarians for marketing including
sending letters to users about newly added services
through E-mail and text messages, provision of
electronic access to information, having the
representative in institutional functions for library
marketing, and use of leaflets and posters. This study is
geographically limited to the university library in
Lahore.
Keywords :
Marketing of LIS; Challenges in LIS marketing; Strategies for LIS marketing; Innovative tools.
