What is it about?
Marketing not only covers the promotion of products and services being acquired by the library but also determines the satisfaction level and needs of its users.Therefore, this study is one of a kind which provides an overview of marketing research of an academic health library i.e. Vardhman Mahavir Medical College, New Delhi (India) with a special focus on library profile, market profile, customer profile and SWOT analysis. It addresses the gaps in the literature by studying marketing in the context of academic health libraries in the digital environment.
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Why is it important?
India being a developing country still has a huge digital divide between its users and the libraries and to show this divide, this study has been carried out as a case study. Marketing is not a popular phenomenon in Indian libraries’ let alone digital libraries. Also, this phenomenon in health libraries has been rarely studied by the researchers. There is a dearth of literature on the marketing of health libraries’ products and services in India and those are available are mostly theoretical in nature. That is why this study gives a true picture of Indian health libraries’ through SWOT analysis and other profiling strategies.
Perspectives
Digital marketing is the latest market trend using Web 2.0 tools but is rarely employed by academic health libraries in India. Using Web 2.0 tools at the health libraries will not only connect the users with their community and enhance communication but will also help the librarians to promote their library’s activities, services, and products to target both their actual and potential users.
Manika Lamba
University of Delhi
Read the Original
This page is a summary of: Marketing of academic health libraries 2.0: a case study, Library Management, September 2018, Emerald,
DOI: 10.1108/lm-03-2018-0013.
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