Relevance of Ranganathan's Laws of Library Science in Library Marketing

By Bhatt, R. K. | Library Philosophy and Practice, July 2011 | Go to article overview

Relevance of Ranganathan's Laws of Library Science in Library Marketing


Bhatt, R. K., Library Philosophy and Practice


Introduction

Libraries and information centers arean indispensable part of any academic or research institution in India. Information transfer and dissemination of information have long been recognized as essential elements for research and development activities. Libraries and information centers put lot of effort and energy into designing information services and products and distributingthem to satisfy their users. Despite their best efforts, users sometimes feel that they are not being adequately and appropriately served. The best way to overcome this problem is by designing and developing an appropriate marketing strategy for LIS products and services.

Marketing

The Chartered Institute of Marketing, UK ("Marketing," n.d.), defines marketing as the management process which is responsible for identifying, anticipating, and satisfying customer requirements profitably. Kotler (1985) says that marketing is "an act of analysis, planning, implementation, and control of carefully-formulated programmes designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives." These two definitions draw our attention to the following:

* marketing is a managerial process involving analysis, planning, implementation and control

* marketing is concerned with carefully formulated programmes--not random actions--designed to achieve desired responses

* marketing seeks to bring about voluntary exchange

* marketing selects target markets and does not seek to be all things to all people

* marketing is directly correlated to the achievement of organizational objectives

* marketing places emphasis on the target market's (consumer's) needs and desire rather than on the producer's preferences.

Since customers are given the top priority, service providers should remember that customers are the most important people to be served in library and information centers. They are not dependent on the library; rather, the library depends on them. They are part of the library. They are the people who bring their wants and needs and we are there to meet their needs. Marketing is a management process that includes: marketing plan, marketing research, market segmentation, marketing mix (Graves and Wulff, 1990). In creating a marketing plan, a library must concentrate on mission analysis, resource analysis, strategic planning and monitoring, and evaluation of the tasks performed. Market research is done to assess market information needs by stating research objectives, developing a research strategy, knowing target market characteristics, etc. Market segmentation is defined as a group of customers with similar or related characteristics who have common needs and wants. Market segmentation is usually divided into:

* Demographic Segmentation

* Socio-Economic Segmentation

* Geographic Segmentation

Marketing mix includes products (such as books, periodicals, literal programmes, bibliographies, annual reports, statistical surveys, and compilations and services such as electronic resources); price (in the form of credit, discount, cash, etc.); Place (including coverage, distribution channels, inventory, locations, and transport), and Promotion (which is done through advertising, personal selling, and public relations).

Ranganathan's Five Laws of Library Science

During his eighty-year lifespan, Dr. S.R. Ranganathan made contributed many new ideas to library and information science. He wrote 60 books and about 2,000 research articles in his life. Really, Dr. Ranganathan was a multifaceted personality. He devoted his life to the cause of development of library science in India. Dr. Ranganathan enunciated various laws, principles, canons, theories, etc., in LIS. His theories are based on scientific principles. They are accepted universally and are relevant even today. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Relevance of Ranganathan's Laws of Library Science in Library Marketing
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.