Denis Joseph Nexum Hardware.

Drive Library

Marketing academic libraries, and practice Chalange

INTRODUCTION

Over the past two decades, a major change and development events in libraries. A key element was the development of telecommunications and Information Technology-ICT. From the 80s to the automation of libraries has received a great impetus, and many libraries set up equipment increasingly ICT and its applications, creating their own web sites, production of compact discs, and produce projects foreground. It has provided libraries with a way more refreshing and unique new contact and are now designed by libraries. The environment technology and the extraordinary growth in Internet use has definitely improved cooperation between libraries and eliminated almost all restrictions. Academic libraries today look totally different than they did twenty years ago. Thank you for not only technologies but also to information agents. Economic changes, technological developments and other forces have reshaped and redefined how librarians thought.

The library this era need to rethink and overhaul services must be made to the profession of information to meet the ICT development and to provide an opportunity for the library to grow from the regular types Library information services universal, and a library curator at a modern virtual library (Feria, 2000).

This increase in information technology and the explosion of information available are the most obvious changes in university libraries. The amount of human knowledge is doubling almost every five years, the number of students has almost doubled since the 1970s, even the number of teachers and researchers with diverse groups of users. And library users must learn to use various databases and interfaces successfully be part of the expansion of knowledge (Nims, 1999).

Information providers are now more diverse and the university library is not the only vendor in the market for higher education as before. Users can get their information other information providers. Using the Internet they can access the volume of information on the computer without entering the library building or interact with a librarian at all. Furthermore, libraries now face competition in traditional bookshops, as online booksellers like Amazon.com. With small shops that offer an inviting environment to sit and read books, with drinks and friendly staff to answer questions. The revolution in information services, which takes place in university libraries, it is essential that libraries design new services that meet users' needs better than other providers. With all that the idea of applying marketing principles services of university libraries is allowed with hesitation and doubt (Nims, 1999).

MARKETING PRACTICE

In In recent years, products and services offered by libraries have changed. Challenges to library services from changes approaches in education, the impact of technology, new methods for the provision of information and declining budgets have meant that the market is now so necessary that it can not be considered a separate function. It is the whole business seen from the results final is the point of view of the customer. To identify new approaches, many libraries have learned to appreciate the contribution that concepts marketing can do. In designing the marketing mix and marketing planning, the so-called 4Ps have become central to libraries - product, price, place, promotion. Any library using marketing techniques to develop its business focuses on its products or services, the price paid, which can be in money, time or energy promotion strategies by which the library collections and services are brought to the attention of potential customers, including publications, exhibitions and participation in events and the physical facilities or the place where services are available and distribution strategies increasingly use the Internet and virtual reality and approaches. Positioning and politics can also be considered in the mix and incorporate the product positioning in the minds of policy and customer and public policy (Madhusudhan, 2008).

Marketing was defined as follows: "... analysis, planning, implementation, and control of carefully formulated programs to bring about exchanges volunteers with target markets in order to achieve the objectives of the organization ... [And] ... much depends on the design of the organization offering in terms of target market needs and desires and using effective pricing, communication and distribution to inform, motivate and services the market "(Kavulya, 2004, p.118). True marketing is an iterative process and a systematic approach for matching products and services to the needs users and desires. Marketing is the key to the success of any nonprofit organization (Koontz, 2004).

The study practices of library marketing activities of universities in Kenya, explores the practice of marketing in academic libraries in Kenya and what obstacles facing the practice. Results of the study show the need for academic libraries to be more aware of their role education in the atmosphere and show the importance and relevance of library to the university community through its contribution to the research and teaching that is the main goal of the university. In doing so, the library education can ensure the support of the university. The study demonstrates that the presentation of the role of the library of information will prevent the university libraries to be marginalized by the institution that support the library. If they do not risk to be considered non-library relevant and lead to more and more marginalized in the process of university education (Kavulya, 2004).

The work of marketing services is not as easy to market a product, service can not be returned and can not be stored. Dissatisfied customers who can not return to service satisfactory, as it may result unsatisfactory product. And a customer can often choose to perform the service itself. Effective marketing is characterized by four activities. The first is a market research to identify customer needs and wants, the other market segmentation in the allocation resources to customer groups, the third strategy of marketing mix that includes products or services, prices, delivered and promoted, and finally the fourth which assesses the marketing effort (Tucci, 1988).

1. Market Research

The needs of library users are in the heart of the commercialization process. It is the user marketing campaigns and ultimately shapes the product or service. Marketing is not only the four Ps (product, price, promotion, and place). Marketing is planned and executed process that includes marketing research to develop services and products, then evaluate the results and integrate results future services and products. The majority of mission statements of neglect university libraries of the concept of letting user needs dictate the direction of services (NIMS, 1999).

Academic libraries need to be more persistent in investigating the needs of users using the marketing approach to develop services that meet their expectations. It's not just the marketing of services already available to users, but to know what users want (Kavulya, 2004). Marketing research is the function that links career information to customer needs and desires. Market research can be done by examining internal customer data in the library and also by the recognition of categories of use for materials that are audited by students, categories such as types of users, students or professors, date, material type, and so on (Koontz, 2005).

In the experience of the library of St. Mary's University, Lefebure (2002) found that the Patrick Power Library environment has a very unattractive. The library building and interior design was really uncomfortable. Although the library was known for its efficient service, complete and friendly, the library seemed to be taken into consideration because few knew excellent library resources were good and how was the service inside. The positive side of the library has been undermined by the weak and fatigued appearance the building itself. At the same time financial resources are scarce and not easy to acquire for the renewal or upgrading of the library. Even the electronic services are not known to all students and not many know that inside the library, there were many computers directly connected to the Internet with major electronic information services. The challenge was to design a marketing campaign that would transform the library into a welcoming place (Lefebure, 2002).

By conducting a market survey to seek the views of students and reflections on library services, students "who are the main customers of the university library" place greater emphasis on the atmosphere and ease of access through the Internet than more traditional methods of the library. Students revealed that services would encourage them to use the library more, the majority of respondents in the control group mentioned a coffee, and more resources. Other factors mentioned were updated materials, food and beverages has enabled the library better control climate, atmosphere, lounge, and better lighting. The final factor was the promotion of city facilities. It was clear that students themselves recognized that they were not fully aware of what was available. This experiment demonstrates that market research and the search will not work if you ask the right questions, and requires not only regular users of the current library. But the surveys should also study the needs of students who do not come to the library. And the best marketing is word of mouth. Students often consult one another rather than approaching the reference desk. However, if the reference staff is efficient, friendly, helpful and focused on solutions, students generate positive word-of-mouth about the service. On the other hand, good marketing is almost empty if the student answers an unfriendly staff member (Lefebure, 2002).

Not many users have sufficient knowledge of the university library, the library services, and information technology. And many students have negative attitudes towards librarians. Mu (2007) shows that 75 to 85 percent of freshmen saw the library as scary, overwhelming and confusing. And the greatest challenge to faced by reference librarians is to create a positive image. Librarians must develop the ability to create a welcoming environment.

Although librarians are increasingly become familiar and comfortable with the promotion and public relations, they often use marketing principles, without realizing it. As part of planning for new services or evaluating existing services, many librarians assess academic users and their needs, their segment for users, and services to certain target populations. Marketing can assist libraries in determining their future and in identifying quality products, services, programs and materials (NIMS, 1999).

Relationship marketing, in particular, reflect the mutual interest of libraries and the clients they serve, is regarded as a concept for libraries to embrace him. Libraries, after all, are built on relationships. Marketing is directly related to customer perception services offered by the library and performing library customer needs. In developing and maintaining relationships, it is essential that all clients are identified and their needs understood. Market research is a useful tool to discover and understand customer needs and identify the best ways to meet those needs. If the process of change is involved, it is always easier to change yourself than to change others (Madhusudhan, 2008).

2. Market segmentation

marketing segmentation, a group of clients for better delivery of products and allocation of resources to better promote the service to specific groups, such as the type of media, graduate, undergraduate, and faculty. They could also be segmented by users online or walk in users, or the time they spend inside campus, or by the users database and cash physics articles (Koontz, 2005). The purpose of marketing segmentation is to target the customer rather than product or service. The goal is to provide services that meet individual rather than a generalized service. Taking into account the different market segments and their needs, market segmentation involves research to determine the quality of library service and its contribution to the mission and objectives the parent organization. Data are collected at the research user awareness and attitudes towards the library service, levels of customer satisfaction, and key strengths and weaknesses of the library in terms of personnel, resources, programs and facilities. Study organization and allows users to create library services and appropriate programs and guide the planning of marketing strategy appropriate. This marks a break with the promotion of an existing service to a solo set of services designed to meet different target groups university such as academics, researchers, and undergraduate and the graduate students (Kavulya, 2004).

3. Marketing Mix

Marketing mix is made by the 4p. The first P is the creation of the product could also be a service to the market is the target. Then there are Price, Place of distribution and promotion efforts at last. The development of an effective marketing strategy requires the specification marketing mix which includes the four Ps of marketing. The marketing mix is the guide for the development, implementation and evaluation of any service or product (Kavulya, 2004).

Product: The product is defined as "anything that can be offered to a market to satisfy need "(Norman, 1989, p.46). "Each product has a price and must be available somewhere, and then promoted (Kavulya, 2004, p.120). The main product provided by information professionals provides user assistance and acting as an intermediary between the user and the resources library. Product could also mean that the various services offered by the library and designed for specific user groups such the databases, the skills of information programs, SDI activities, whose quality depends on their usefulness for information needs users. The success of all marketing efforts and planning hinge directly on the quality and excellence of the product or service designed (Norman, 1989).

The product mix is a set of all product lines and items that the organization makes available to its customers. A range of products is all the various products in the range of products that are closely linked, with common features, offered at a specific segment of customers or through a specific channel. A material element is a unit within the product line. Element for a library university can understand these product lines and items offered by utilities or techniques "(Koontz, 2005, p.7).

Price: The price is simply "The cost to produce [the product]. No more user fees that are assessed" (Owens 2002, p.11). There are financial challenges to the environment in higher education, but there is no relationship between cost and demand services in academic libraries. The economics of new technologies, it will be difficult for many university libraries offer free services (Norman, 1989). paid services might be a good alternative to public financing, especially for university fight libraries with limited financial resources or libraries with the lack of funding that do not adequately fulfill their needs. Sale information services is a potential source of funding for university libraries. increased cost of services justifies the fees. The application fee for providing services to users not only to support the existence of the library, but also expand the boundaries Library and capabilities to provide new and improved services. Library services are no different from any other public service that the public pay for every day. One advantage of putting the cost on the use of library services is the assurance of consistency of library services, users sometimes over-use free services because they are free, the cost of establishing the limit over-utilization of services and provide value and quality of service in the eyes of customers (Mahmood, Hameed & Haidar, 2005).

The concept of information services sales do not apply not the basic information essential services that academic libraries provide. But the most advanced services and technology are strongly suggested provide income for university libraries, such as photocopying services, Internet services, computer printouts, computer use for word processing, printing and microfilm. Photocopying and the Internet can be successfully offered paid services. To implement services tariffed in academic libraries well-trained library staff and a marketing plan and promotion must be established to educate the community University of the importance and existence of library services and information provided (Mahmood, Hameed & Haidar, 2005).

Location: The current development of ICT has proved that the place is a crucial factor for library services. To hold services library within the walls of the library is a thing of the past. The availability of Internet and intranet can provide intelligence any university library in the world to any user on the Internet. The role of suppliers database is undeniable this regard. providers databases are a good example of how the place of service is moot as databases can now be accessed online anywhere in the world (Nims, 1999).

Promotion: "[T] he role of promotion is to communicate with different groups or organizations, directly or indirectly facilitate trade by affecting one or more of the audience to accept an organization products "(Norman, 1989, p.48). The promotion is the most used marketing by librarians. information professionals should not confuse the meaning of "promote" with the word 'marketing'. Employment promotion is simply creative ways to produce products and services visible to library users. In general, university libraries have a service, such as training regarding the classes, term paper clinics, workshops or faculty, they found that people need (Nims, 1999).

Another term for the promotion is "communication." "Promotion is the communication and public relations aspects of the marketing mix that informs the public about the benefits Product and Applications "(Owens, 2002, p.15). Promotions is divided into five elements: advertising, advertising, personal contacts, incentives, and atmospheric (environmental). product orientation has often undermined the effectiveness of advertising in the library. Most libraries advertising tells the world that the library is a wonderful place with wonderful products. And few people ask "why not use the library?" Communication problem is intensified because of lower levels of personal involvement required by the message of the library. The role of communication is to make changes in this audience know and understand the libraries to make changes in their preferences for products vs. competing products, to make changes in their behavior. The amazing thing is that personal communication is the means of advertising the cheapest and most effective available. Libraries need to move from product-oriented approach to customer-oriented approach (Tucci, 1988).

4. Evaluation of the marketing effort

The objective of the evaluation of marketing is to ensure that the marketing process fulfills its function, modify the marketing mix strategy to improve the evaluation results. The most important evaluation help plan how to increase customer satisfaction. The role of "evaluation" is to measure the effect by evaluating marketing customer behavior and measure customer satisfaction (Koontz, 2004). The assessment of user satisfaction guarantees understanding the needs of library users and the trend of using the services provided. Regular advertising methods are not sufficient to attract the attention user to the library. Give the costumer what he wants and watch it come to the library again happy and continue to evaluate customer use of services. (Tucci, 1988).

Importance of marketing ARCHIVES

The success and survival university libraries depends get users to use library resources and services. A library without users is unnecessary. And to succeed in that it is necessary to allow users to be aware of the existence of the library and its services. Making the library necessary for the potential user is the secret of a successful marketing campaign and good library is the Marketing Library not to sell services only. it is the dissemination of knowledge of the existence of the library and its resources using different tools. This keep customers in touch and informed about resources and services that match their interests. The successful commercialization of university libraries primarily intended to convince customers that the tools or databases are useful, they must understand that the service, and be enthusiastic about how they are useful (Noel & Waugh, 2002).

Librarians must market their services and resources for students and potential users create awareness of the value university library. The main sectors of the market potential for library services are not likely to aware of all the services available or have no understanding at all of what is offered. That's why marketing is essential to the success and existence University Library. The main goal of all libraries should be a good customer service. Good service can match a good marketing campaign, which is another reason why the market is important for libraries. Effective marketing provides the means by which users are informed of services library and value. A large percentage of library users are university students who have misunderstandings about the library and its role. This image should be changed marketing strategies (Mu, 2007).

FORMATION OF MARKETING

The Internet now offers a unique environment where information services can be brought to life, and new methods for dissemination information can be explored. It is particularly important for academic libraries to take advantage of the Internet. And without employees the library that have the knowledge base to process and manage information tools the library missing great opportunities for both advertising and change information services for users. To assist university libraries to create innovative marketing techniques of the library needs to hire people in IT. "Librarians Computer literacy can be very effective in applying their skills for the commercialization process in libraries "(Noel & Waugh, 2002, p9).

The teaching of marketing in LIS is essential to this point to deal with global developments. A marketing course should be essential in the discipline DSL. A better understanding of marketing concepts will improve performance and library services and information professionals (Kavulya, 2004). Meanwhile, library schools should always offer courses that teach ICT skills, including computer programming and education to build collections of resources and organize information (Noel & Waugh, 2002).

STRATEGIC MARKETING

The idea of marketing as as convenient for business people is only exceeded. Marketing is now conceived as the science of strategy. The strategy is "the sense and scope of an organization over the long term, which achieves advantage for the organization through its configuration of resources in a changing environment, to meet market needs and expectations of stakeholders "(McNicol, 2005, p.498). The main objective of this strategy is customer satisfaction; librarians in academic libraries must know and apply it in the context of an ongoing activity in the management planning process. Strategic planning plays a key role in using the SWOT (strengths, weaknesses, opportunities and threats) and identification of CSFs (Critical Success Factors), and the generation of strategic projects, and other elements. Other methods, there is the creation of data banks customers and suppliers, advertising, and the staff is very important element as the principal property an information service negotiable are the people who work there. Promotions and advertising are part of successful marketing services, but not as important measure of customer satisfaction, and ability to retain customers (Feria, 2000).

strategic marketing approach should provide academic libraries with tools that can help them in the task of designing, developing and delivering appropriate services. It can allow them to begin with customers rather than seeing them as the culmination of the information chain and move from product orientation and customer service and need guidance (Kavulya, 2004). Questia is the case, the online world's largest library with a collection of over 35,000 digital books for undergraduates. Marketing techniques and market research at Questia leads a solid understanding of its target market is the student undergraduate average. While online library Questia adapts to the lifestyles of students. It takes full advantage of its digital format to overcome many inconsistencies and barriers that students encounter in a traditional library (Gibbons, 2001).

What is impressive in Questia marketing techniques is the variety of tools and methods used. Students receive a flood of colors, slick flyers about the magnificence Questia of "innovative, scientific and indispensable" collection and promotional prizes, including a laptop and PDA, simply visit the website Questia. Also Questia sent the parents, asking them to purchase the subscription on behalf of their child understand that students may not or if you want to spend money on subscription service, and using television commercials in the hours of television first showing how the online library can help students finish their research and assignments at any time, even if the doors are closed the library. A technique used by a clever marketing Questia is the word of mouth. Questia is the recruitment of students to pass the word on line library services and to push their products through the campus and to collect marketing information to students and their needs. Experience shows that the library Questia library needs to market the collection and services. The belief that the value of the library collection is sufficient to attract the attention of users is no longer true. The need is not only to build a library and fill it with good collections and services and waiting for customers to visit. There are obstacles to be overcome, such as working hours and closing hours, barriers physical, geographical barriers and the rapid change in information science (Gibbons, 2001).

In the past libraries always believed that their importance will continue to be recognized without doubt. This has the effect of delaying the intervention of library services and information in the institutional strategic planning. In consequence of this, it is essential for librarians to recognize their contribution to corporate objectives and outcomes. Libraries are no longer secure the position they have in the past. In these circumstances, libraries must demonstrate are an integral and essential service of all universities and play a key role in helping the institution achieve its objectives and results (McNicol, 2005).

CONCLUSION

The contemporary library is now generally called an information market and the library user is a consumer information. Information is a vital resource for research and development of any nation. Marketing is essential in building planning, design and use of information services and products for use at best and the best information. The library should give priority to provide outstanding customer service to improve its image as a provider of information the information age. Library services and information should focus on users in order to satisfy their information requirements effectively. Marketing of library and information includes user priorities, expectations, individuality, responsiveness, relationship, service quality, professional qualifications and skills, value-added services, etc. The ultimate goal of marketing is there to provide the right information to right user at the right time.

REFERENCES

Feria, L. (2000). challenges of ICT and marketing in libraries Latin America. In: IFLA Council and General Conference. Jerusalem, Israel, 7p.

Gibbons, S. (2001). The increasing competition for libraries. Library Hi Tech, 19 (4), 363-367.

Kavulya, JM (2004). Marketing library services: a case study of selected university libraries in Kenya library management., 25 (3), 118-126.

Koontz, C. (2004). How evaluate the effectiveness of your marketing. Library Services Marketing, (May / June), 6-8.

Koontz, C. (2005). Studies market and client virtual: reality, posibilities and experiences. IFLA publications, 117, 251263.

Lefebure M. (2002). The library as a place of conviviality: Saint Mary's experience in the world. New Library, 103 (1172/1173), 21-29.

Madhusudhan, M. (2008). Marketing library services and information and products in university libraries: a study Case of Goa University Library. Library Philosophy and Practice, (March), 1-6.

Mahmood, K., Hameed, A. & Haider, SJ (2005). Potential of the library services unit prices in Pakistan. The Bottom Line: Managing Library Finances, 18 (4), 172-179.

McNicol, S. (2005). The challenges of strategic planning in academic libraries. New Library World 106 (1218/1219), 496-509.

Mu, C. (2007). Marketing resources of university libraries and information services to international students from Asia. Reference Service Review, 35 (4), 571-583.

Nims, JK (1999). Library training services marketing: changes and trends of reference. Fancy-work Review, 27 (3), 249-253.

Noel R. & Waugh, T. (2002). Marketing Services library and information comparing the experiences in large institutions. In: Putting knowledge to work. Presented at Assosiation Special Libraries, Los Angeles, California, 10p.

Norman, OG (1989). Marketing library and information services: a guide to annotate the trends and recent developments in reference 43-64. Service Review 17 (1).

Owens, I. (2002). Marketing in library and information science: a review of selected literature related 5-31. The Acquisitions Librarian, (28).

Tucci, VK (1988). Marketing Information for libraries. (ME Williams, Ed) Annual Review of Information Science and Technology, 23, 59-82.

About the Author

Bahrani, Mohammad AL. Kuwait Master degree in Information Management, Kuwait University. B.A. in Business Administration -Marketing (major) , College of Commerce, Economics and Political Science , Kuwait University. Head of Promotion and Advertisement section in Ministry of Communications in Kuwait since 1997. IT articles writer in Al-Qabas Kuwaiti newspaper(2001-2004). Created MLIS Blog and website http://liskw.wordpress.com since 2007.Can be reached at mohdbahrani@gmail.com.

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