Marketing of Information Changes and Challenges in Libraries

Marketing approach is very useful to university libraries to improve their image and to attract more users. The librarians in the university libraries can play a significant role in catering to the needs of different groups of the academic community -students, teachers and research scholars –for furthering their educational research. They are more responsive to their user's needs and wants and more effectively achieve the library goals and objectives. They are not fully exploiting the comparative advantages that they possess in comparison to private sector information agencies. Rising prices of reading material, information explosion, introduction of new information technology, shrinking funds, devaluation of money, declining support to libraries have made it necessary for the university libraries to reconsider their position and to utilize some of the tools that have made it possible for profit organizations to operate efficiently, effectively and profitably.