Effective marketing tools for academic library services and products

Abstract

Today business depends on marketing; therefore marketing of any product is seen from the point of view of its final result that is from customer's point of view. Thus marketing means working with market to actualize potential exchanges for the purpose of satisfying human needs and wants. Information is the power and libraries and information centers are the reservoir of this information. Libraries are also profit making industries and information is their key product. Libraries experience a period of radical changes in all the activities, particularly while providing information services to their users. Today, library and information professionals must assume a proactive role to cope with increasing competition.

Keywords: Library Services, Library Products, Marketing Tools.