For long‐term survival and growth, libraries and information centres need to build, develop and maintain a relationship with their customers. Highlights the shifting paradigms that have affected the traditional concept of libraries and attempts to focus the emerging issues that influence the service‐provider and customer relationship. The foremost challenge witnessed by library managers is how to provide easy and quick access to information products and services without compromising service quality while maintaining customer focus at the same time. A relationship marketing approach, initially evolved in Scandinavia, is suggested as a way to build relationships with the customers. Some experiences drawn from a pilot study conducted in Finnish libraries have been interpreted in the framework of a relationship marketing approach. The key issues raised are how relationship marketing principles can contribute to developing relationships with customers in the library and information environment. Stresses that building relationships with customers has become more critical to meet their ever changing various needs, wants, and demands. A list of further reading relating to Scandinavia is appended.

PurposeThe present study aims to trace out the science research output of top Indian universities from 2015 to 2019, as reflected in the Web of Science (WOS) database.Design/methodology/approachThe present study has selected the Science Citation Index (SCI) of WOS core collection for selecting top Indian universities in terms of total publications in the last five years (2015–2019). The University of Delhi (DU), Banaras Hindu University (BHU), Anna University (AU), Jadavpur University (JU) and Punjab University (PU) have been selected. The study identified the most prolific authors, collaborating countries, collaborating institutions and the impact of their output in terms of citations per paper (CPP) and relative citation impact (RCI). For visualizing purposes, VOSviewer was used. The study also identified frequently used keywords and channels used for communicating research results.FindingsThe authors retrieved 26,173 documents consisting of journal articles, review papers and proceeding papers. The consistent growth of science research output has been observed. The University of Delhi (DU) has the maximum science publications. The study reflects that multi-authored papers have more research impact in terms of citation received. The USA, South Korea and Germany are the most collaborating countries. The top Indian Universities have a major collaboration with Anna University, Indian Institute of Technology, Center for Scientific and Industrial Research (CSIR) of India.Originality/valueThe present study reveals how the science research output of top Indian universities has grown in the last few years. The findings of the study can be used for identifying specific science research areas where special attention can be given.

PurposeWhy are some libraries more market‐oriented than others? This paper seeks to answer this question by examining the pertinent issues underlying the marketing culture of Finnish research libraries and the library management's awareness of modern marketing theories and practices.Design/methodology/approachAn integrated methodological approach of qualitative as well as quantitative methods was used to gain knowledge on the pertinent issues lying behind the marketing culture of research libraries. The directors and consumers of 33 academic and special libraries participated as respondents in the study.FindingsThree kinds of marketing cultures were found: the strong (the high flyers); the medium (the brisk runners); and the weak (the slow walkers). These marketing cultures are explained by analyzing the libraries' marketing attitudes, knowledge, and behavior permeating their organizations.Research limitations/implicationsThe study shows the extent to which marketing attitudes, behavior, and knowledge are related. Moreover, the results indicate serious implications, not only in the Finnish context, but also for libraries in other cultural contexts as well.Practical implicationsThe practical implication for libraries is that it pays to be market‐oriented, the ultimate result being higher customer satisfaction.Originality/valueThe contribution of the paper lies in the framework showing linkages between the critical components of the marketing culture of a library: antecedents, market orientation, facilitators and consequences.

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