The word ‘marketing’ is generally mistaken for ‘selling’

1. INFORMATION MARKETINGDr. H.S. ChopraPhD. (History); PhD.(Library and Inf. Science)Head, Bhai Gurdas Library,Guru Nanak Dev University,Amritsarchopra_gndu@yahoo.com

2. The word ‘marketing’ is generally mistaken for ‘selling’

3. Marketing in its wider context is “the directing of the flow of goods and services from producers to consumers or users.

4. Information is almost a new product, therefore, unless and until it is marketed efficiently the promotion of flow or use of information would be almost minimal.

5. In certain cases marketing is essential to create awareness and thereby demand for a product

6. There is no information need perception on the part of the information needy.

7. Why Information Marketing The information centres spend / invest huge funds on collections, processing and storage of information resources and these resources are put to very meager use which implies wastage of funds. For the promotion of the use of information resources, there is need for marketing. The needy has casual or almost nil need perception because of which he does not use and demand information. It is almost identified as the fifth need of man ranking after air, water, food and shelter.

8. Information may be considered to be the life blood of planning, directing, and controlling any enterprise. As a matter of fact every demand or need is very intensive. Lack of realization of this aspect puts one to disadvantage and deprivation and thereby loss of fruits reaped by proper information use. Marketing of information eliminates these lacunas and renders every information needy an information rich. The information providers confine themselves to their corners which is not good for the promotion of information use. They have to come out of their corners and publicize their products or resources. The only optimum use of information can be ensured. Status of information centres and the profession, marketing is essential.

9. How Marketing Marketing is a complex and challenging task. Marketing process involves skills and strategies. The following may have to be considered as essentials for information Marketing: Community Surveys Innovations Publicity and Public Relations Advertising Communication Skills Dynamism (in establishing contacts) Nomenclature Dynamics Staff Training and Motivation Networking Pricing

10. Community Surveys No effort of marketing will be effective unless we have knowledge or idea of the behavioural pattern of the potential customers and also the idea of the community composition. According to Kotler, “Culture is the most fundamental determinant of a person’s wants and behaviour. The information provider must develop skills to conduct community studies or surveys in other words customer research.

11. Customer psychology is typically slanted towards newness / innovations. Every customer seeks the latest, the improvised, the most cost effective and cost benefit products. Every product and service needs to be improvised, modified, customized and update. Staff of the information centres may have to commit themselves to research and development activities.

12. Publicity and Public Relations It is with this, one can market his products more efficiently. It is a known fact that some of the companies turn out heavy sales only because of their attractive and seductive ads. Information providers are not good at publicity and public relations due to various reasons such as psychological barriers, historical reasons, professional and social status etc.

13. Main cause for lack of due demand and recognition for their products and services. • Communication skills are essential for every information provider / worker.

14. Nomenclature Dynamics

15. Staff Training and Motivation Marketing is an art, and a technique which requires skills, tact and imagination unless and until one acquires these he cannot efficiently market products / services.

16. Networking Katz rightly pointed out, the rule of the game for information workers be “ ‘No’ is never an answer”.

17. Pricing Pricing is an essential factor for marketing information.

18. Marketing of Information Information Sources & Services Integrated Marketing Activity Use Promotion Customer Satisfaction

19. Economic Features of Information Research in the field of information economics has proved beyond doubt that information is an economic resource. Gordon Thomson, a Canadian information economist, has established ground rules for treating ethereal goods such as intangible information as if they are concrete economic goods. Information is a collective commodity. The end users of information are not always the purchasers of information because the information centres buy it for them.

20. Utility Dimensions of Information Every economic resource has utility and obviously, the phrase economic goods and service’s encompasses the concept of economic value of utility. Information has too utility. The utility of all products including information products and services includes time, place and possession utility dimensions as well as form utility. User’s possession at a desired place of use and available when he wants them to use.

21. Value of information products and user needs seem to be interrelated concepts. Broad concept of utility theory applied to information products and services offers information scientists a useful way of assessing and interpreting user needs.

22. User Need Studies A good number of research studies have investigated information user needs. To study needs and users mean primarily to study the behaviour. The mental process (the mind) and decision making have long been studied by psychologists.

23. Market segmentation and Product Differentiation The twin concepts of market segmentation and product differentiation first conceptualized by Wendell R. Smith have many implications for information professionals. Market segmentation is separating the market for an item into categories of location.

24. Training Programmes The importance of marketing of information is being increasingly realized by information professionals all over the world. Identify and understand their potential users in relation to their resources and facilities. Understand the information needs of such users accurately and precisely. Generate information products and services that are tailored to meet the exact needs of such users.

25. Market research and segmentation, consumer analysis, market positioning (prioritizing clients, groups and information services. Marketing programmes (optimal mix of products, costing and pricing, promotion, distribution, delivery mode). Market audit (evaluation of plan and implementation)

26. Survey of Literature

27. Meaning of Marketing Marketing in its most general definition is the direction of the flow of goods and services from producers to consumers or users. It is not confined to any particular type of economy, since goods must be marketed in all economies and societies except perhaps the most primitives. Nor is marketing a function only of profit-oriented business; even such service institutions as hospital, schools, and museums engage in some form of marketing (Encyclopedia Britannica Vol. 11,1974.

28. Marketing is the process of creating value through the creation of time, place and form utilities (J. Goldhor). Products are developed from the user’s point of view, not the producers (P. Kotler). Marketing is a managerial process involving analysis, planning, implementation and control. Marketing is concerned with carefully formulated programmes. Marketing seeks to bring about voluntary exchanges.

29. Marketing selects target market and does not seek to be all things to all people. Marketing places emphasis on the target markets (consumer’s) needs and desires rather than on the producer’s preferences. Marketing utilizes what has been termed the ‘marketing mix’ otherwise known as 4 P’s: Product, Pricing, Place / distribution and Promotion/ communication.

30. Components of Marketing Product: The product is the heart of the system. It may be associated with the material (books, non-book material, software etc.) marketing, access channels (reference assistance, computer searches etc.) and programmes (instructions, demonstrations, films etc.).

31. Type of library / information centre User’s requirements Purpose Periodicity Sources of information Presentation of information Coverage Distribution Pricing and promotion Manpower requirement Finance-revenue and expenditure Technology-computer, communication, reprography, are to be considered Parameters:

32. Reference / Information service On-line service Inter-library loan Selective dissemination of information Programmes such as films and puppet shows User education Circulation of materials Collections of materials CD-ROM databases access Books by mail Mobile-library Study carrels or cubicals Reservation of materials. The possible products of an information agency would be:-

33. Price Pricing of information services and products is relatively a new concept. It has not been considered seriously since library services were being provided ‘free’. Accountability and self-sufficiency in relation to resources it has become necessary to cost the various activities. However, it should be remembered that no charging is also a price decision.

34. What is the cost involved in the generation of information services and products? What factors need to be considered in arriving at costs? If the services/products are to be charged for, what should be the criteria for pricing? Who should be charged? Would demand fall and to what extent if products are priced?

35. Place (Distribution) This component of the marketing mix is the channel that links product and consumer. When considering the distribution possibilities, its is important to remember that the product is removed not only in space from the location of the consumer, but also may be removed in time from when the consumer wishes to use it. Person-to-person-products personally delivered either on request or in anticipation of a need. Group personal delivery- products delivered to a whole group of user. Strategic placement- product placed at strategic location.

36. In-house dissemination-reference, referral, etc. Local depositors-products through co-operative arrangements. Mass media-dissemination through newspapers, professional journals, etc. Broadcasting-radio, television, etc. Written request-via mail, computer network, facsimile transmission, etc. Telephone What should be the level and quality of the services. Who are the target markets (consumers)? Who shall pay the relative cost of distribution?

37. Promotion (Communication) Promotion, although an important element in the marketing mix, has received more attention than its share as it has been considered synonymous with marketing. The misconception has led to an over emphasis on promotion than other partners in the marketing process. Promotion involves mechanisms by which the target groups are informed about the resources available, services and products offered by the library/information centre.

38. U.S.A. Strong example of information seller Databases e-books e-journals Internet Information Society Information Industry Information Marketing

39. Library Catalogue Bibliographies Indexing Services Abstracting Services Translation Services Reprographic Services SDI Services Current Awareness Services Digest Services e-mail Service Creating a need and awareness of Library product