Description

Abstract: In this lecture delivered to working librarians, importance of service management to librarianship in general and marketing of library services in particular are analysed and explained with illustrations. The talk introduces the concept of marketing, how marketing of services differ from that of goods that too in not-for-profit (NFP) organizations like library and the resultant extended marketing mix (7Ps). Also discussed are economics of demand analysis, importance of physical evidence, people, process and place in marketing of library services. Setting the background to the theme, the importance of six interdependent facets of service management are diagrammatically explained together with how they are applied in management of library services. The way in which consumers of services differ from consumers of goods in evaluating services is also explained to make the differences clear. Various issues relating to library customer management are presented. Some tips for marketing of library services are offered in the conclusion.