Marketing of Information Products and Services at MJPRU Library: A Case Study

Abstract

Increasing public awareness of library services and information products largely depends on marketing and information products. In order to effectively reach their users, modern libraries must adapt to the emergence of information and communication technology (ICT), which has introduced new competitors in the information services market. This study focuses on the marketing tactics used to advertise their offerings and deal with the difficulties they face. An approved design was used for the study, and a specially created questionnaire was used to collect data. Four universities in the Bareilly category were chosen using a targeted sampling technique to make up the study's sample. The results show that Mjpru libraries strategically integrate marketing like their global counterparts. It has been found that Bareilly Libraries primarily uses the following marketing techniques and tools: flyers, website, orientation sessions, and library publishing (memos, summaries, newsletters). Research has also noted the underuse of social media sites like Facebook, blogs, Twitter, and marketing email alerts. Effective marketing and information distribution are hampered by a lack of funding, resources, and a marketing plan. Therefore, university libraries are advised to create a thorough marketing strategy that prioritises users' needs to improve the delivery of information services.