The document discusses the history and future of marketing in library and information science (LIS). It traces how the concept and practice of marketing evolved in LIS from the early 20th century through modern times. Key aspects covered include definitions of marketing, the growth of literature on LIS marketing over time, resources and associations that help librarians market, and trends that will shape future LIS marketing. The future of LIS marketing is described as being faster, more dynamic and flexible, and more socially responsible.

1. Dinesh K. Gupta Associate Professor of Lib. & Inf. Sc. V M Open University, Kota (Rajasthan) I nternational Conference of Asian Special Libraries (ICoASL-2008) New Delhi, 26-28 November 2008 Blog: www.marketing-mantra-for-librarians.blogspot.com FUTURE OF LIS MARKETING

2. MARKETING MATTERS!

3. Getting to Know Marketing… Marketing is everything… LIS Marketing on the March… LIS Marketing to grow… DISCUSSION WILL COVER…

10. MARKETING IS AS BIG AS YOU WANT IT TO BE…

11. MARKETING IS EVERYTHING… [Renberg, Greta, Marketing library services: how it all began, In Sevard, R., Ed., Adapting Marketing.., K G Saur, 2000] Renberg traces history of marketing since 1876 and goes till formal marketing starts taking place He conforms occurrence of term advertising (1896), outreach (1897), extension work (1909)

12. 1913- Bibliography on marketing 1914: A field for special libraries 1915- Rail travel libraries 1916- Special libraries and shoes 1917 Books and Advertiser 1919- Internal publicity as an aid to laboratory 1920 Selling the Special library idea When we look from Special Libraries Perspective….

13. 1921- Marketing information the basis for successful sales policy 1924- Value of a library to engineer 1927 Exhibits and exhibitions 1927-How can we sell ourselves to our organization 1929- Service always sales 1930- Business idea in libraries

14. 1936- Outside services of special libraries 1937- Contact with our clientele 1943- Publicity for the Special Library 1954- Library Extension Service 1955- What the User Expects from the Library 1964- Public Relations for the Special Library 1969- The Librarian-customer relationship

15. Philip Kotler Revolutionized the marketing concept with his idea of “Marketing of non-profit organizations” 1969

19. INTEREST OF LIS PROFESSIONALS IS ON RISE…

20. Growth of Literature Year LISTA LISA 1970-1975 21 13 1976-1980 36 40 1981-1985 127 95 1986-1990 133 154 1991-1995 146 245 1996-2000 217 237 2001-2005 445 240 2005-current 585 127 Total 1710 1151

22. BLOGS ON LIBRARY MARKETING

23. ASSOCIATIONS HELP LIBRARIANS TO MARKET

24. ASSOCIATIONS HELP IN MARKETING…

25. ASSOCIATIONS HELP IN MARKETING…

26. ASSOCIATIONS HELP IN MARKETING…

27. ASSOCIATIONS HELP IN MARKETING…

28. PUBLISHERS, VENDORS JOIN LIBRARIANS TO MARKETING LIBRARY SERVICES

29. PUBLISHERS, VENDORS JOIN…

30. PUBLISHERS, LIBRARIANS JOIN…

31. LIS MARKETING TO GO…

33. Users Support staff Professionals Administration Technologists Access Network Programmes Services Pricing Decisions Environment Analysis Geographic Occupational Gender Age Target Group Language Environments Social Cultural Political Technological Economic Physical Employment

34. Context, not the content will win… Content (knowledge, Substance) Context (Environment, Environment of transactions) Infrastructure (Delivery or Backbone) Context (Environment, Environment of transactions) Content (Knowledge, Substance) Infrastructure (Delivery or Backbone) Value Proposition to Customer Value Proposition to Customer Market Place Market Space Source: Rayport and Sviokla, Managing in the Market space, World Executive Digest, Sept. 97, p.18-20

40. LIBRARIANS ON THE CATWALK… http://cache.gawker.com/assets/images/39/2008/04/medium_librarian040708.jpg Google looks at us this way……

43. COMMUNICATION: MONOLOGUE TO DIALOGUE…. Broadcast Telecast Webcast Podcast + more SMS Phone calls

47. CONCLUSION… FUTURE…LIS MARKETING WILL BE -FASTER -MORE DYNAMIC AND FLEXIBLE -MORE SOCIALLY RESPONSIBLE

48. THANKS!