MARKETING OF LIBRARY AND INFORMATION RESOURCES IN UNIVERSITY LIBRARIES: A CASE STUDY OF ALLAMA IQBAL LIBRARY OF UNIVERSITY OF KASHMIR

Nowadays information is considered most important resource by academicians, practitioners and corporate all over the world. Marketing has been a contentious issue for several specialists of information and librarians as well. After thorough data analysis and interpretation, it was concluded as marketing can prove beneficial in managing information resources as well. So, a compulsion was felt by librarians to understand marketing strategies and implement them in marketing of information resources of libraries. IT revolution has open new pathways for information services provided by libraries. And because of this more formats of information services and products are available due to which libraries have become more attentive and competitive as well. This information technology revolution has not spared libraries and exercised tremendous pressure over it. The various issues faced by library professionals are compelling them to adopt various marketing mechanisms of managing library information systems in efficient and effective way. Marketing will help librarians to recognize the service users, and assess their information requirements & demands and creating, designing and delivering suitable services and products. The major focal point of this marketing concept is the user and the ultimate objective is satisfaction of the service user. This research paper will analyze the various marketing strategies that will help in enhancing the brand of a library. This paper will also reflect on importance of information, but in this age there is information overload and what is required is right amount information to right people at right time. So assessing information needs are very essential and proper evaluation procedures are required. Paper will also include areas where Allama Iqbal library of University of Kashmir has used various marketing strategies and will recommend certain other methods that will increase its user base and fulfill their needs. Research paper will also analyze various strategies that university library is adopting for its viable existence. Also, it will explore impact of IT revolution aided with use of marketing strategies that will help university library to improve its reputation and help service users in providing them with specific information catering to their requirements. It will also add to the existing marketing plan framework of library and will reinforce it. As environment is very dynamic nowadays same is applicable to libraries, so it becomes imperative on libraries to cater to changing demands and shifts in environment. This complexity in environment can be overcome with proper planning and implementation of marketing strategies meant for libraries. This paper will also aid in establishing a framework that will guarantee strong commitment of library in applying marketing tools and techniques to sustain and succeed in today's competitive market. This paper will throw light on certain e-information service initiatives taken by Allama Iqbal Library for meeting the demands and requirements of its service users and increase to its client base. It will also analyze current collection of resources that the library has provided for meeting demands of its users.