Marketing Trends of Library and Information Services and Products in University Libraries: A Case Study of East West University Library, Bangladesh

TMarketing is frequently viewed as a set of strategies and techniques which can be applied in libraries to promote the library and information services and products. Recent technological developments are creating new forms of information, new sources of information and new ways of providing information bypassing traditional institutional like libraries. All forms of marketing techniques need to be embraced in libraries for market research and analysis, user need and satisfaction, service planning and promotion etc. This paper will describe elaborately the history, concept, forms, and importance of library service marketing. East West University Library, Bangladesh is one of the pioneer information institutions in this country where all forms of latest technologies and services have been introduced. This library uses a variety marketing strategies and techniques which will be explored using case study method and described in this article. This latest techniques of marketing may be implemented in university library to maximize the use of collections and services and to attain highest user satisfaction.