MARKETING OF ACADEMIC LIBRARY RESOURCES AND SERVICES

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.