Dept. of Library and Information Science, Andhra University, Visakhapatnam, A.P.
The conditions of Libraries and Information Centers (LICs) are not very impressive, due to an acute financial crisis, budget cuts and other problems. Pressure for accountability and the emergence of enterprise culture has led the LICs to go for marketing of their products and services. This paper attempts to cover the concept of marketing in general and in the context of LICs, need and benefits of marketing of information. It stresses on the core elements of marketing-market research/analysis, market segmentation, marketing mix, marketing audit and evaluation- and their relevance for LICs.
