Managing Outside the Box: Marketing and Quality Management as Key to Library Effectiveness

Weingand, Darlene E.

doi:10.1515/9783110962215.8

Cited by 7 publications

(8 citation statements)

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“…marketing is the management process which identifies, anticipates and supplies customer requirements efficiently (Nicholas, 1998). Weingand (1998) has described marketing as a process of exchange in which``elements'' of value are exchanged between a producer and a consumer and which begins with a community analysis to determine the needs of the consumers and ends with the library's communication to the community relating the products created to respond to those needs. This has been echoed by Olson and Moseman (1997), who propose that marketing includes determining market niches, defining products and services, setting prices, promoting services and building good public relations.…”

Section: Review Of Relevant Literaturementioning

confidence: 99%

“…Weingand has observed that customers normally gauge the usefulness of a library by their past experiences and an awareness of the quality and types of services on offer (Weingand, 2001). Therefore the kind of communication done with them, the quality of past experiences both in library use and with library staff will determine how the service measures against customer expectations.…”

Section: Review Of Relevant Literaturementioning

confidence: 99%

“…Weingand recommends two levels of evaluation: program monitoring as the marketing campaign progresses and a final evaluation when it is complete (Weingand, 1998). In either case, evaluation should address questions whether the marketing programme met its goal, its strengths or weaknesses and above all whether it has resulted in improved library services to the various user segments.…”

Section: Review Of Relevant Literaturementioning

confidence: 99%

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Marketing of library services: a case study of selected university libraries in Kenya

Kavulya

2004

Library Management

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractRegardless of the type, libraries are under pressure to justify their existence and funding through provision of customeror market-oriented services. This requires a shift from product or service orientation to customer or need orientation. Different marketing concepts provide libraries with the tools for collecting and analysing useful data about information needs of customers, which assists in designing, developing and delivering appropriate services. This paper examines the methods used by university libraries in Kenya to market their services to different categories of users and the problems experienced therein. It concludes that, although efforts have been made to achieve this, more emphasis must be put on promotion of the already existing services and therefore on the need for university libraries in Kenya to adapt more systematic techniques in collecting data on their user needs, if they are to design and deliver services that fit user requirements.

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Section: Review Of Relevant Literaturementioning

confidence: 99%

Section: Review Of Relevant Literaturementioning

confidence: 99%

Section: Review Of Relevant Literaturementioning

confidence: 99%

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Marketing of library services: a case study of selected university libraries in Kenya

Kavulya

2004

Library Management

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“…Marketing is a planning process that entails the participation of the entire university library staff. Having a formalised plan and direction of where the library is going, as opposed to being reactive to change and problems that arise, enables managers to successfully develop marketing strategies and successfully identify new services and products (Weingand, 2001). For new products and services, part of the planning must involve the creation of a marketing and promotional strategy and the allocation of responsibility to library staff to ensure that the plan is carried through.…”

Section: Planning Processmentioning

confidence: 99%

Making university libraries in Kenya the destination for the user population

Makori

2010

Library Review

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PurposeThe purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.Design/methodology/approachThe paper utilises literature surveys of currently published articles and the researcher's professional experience.FindingsMarketing is a basic and essential management process for promoting information products and services in university libraries in Kenya, but it is not given the attention it deserves and/or is poorly coordinated. Marketing avails university libraries the unique opportunity to provide quality, and demand‐based and user‐oriented information products and services.Research limitations/implicationsThe paper used mainly literature surveys of currently published articles and the researcher's professional experience.Practical implicationsThe paper offers reasons, strategies or initiatives and recommendations on how to make university libraries the destination for the user population. In this respect, university libraries should be proactively involved in marketing of information products and services to the user population.Social implicationsUniversity libraries in Kenya should involve themselves actively in marketing and promotion of information products and services to the information audience. This helps to create awareness among the user population leading to increased use of information products and services in the libraries.Originality/valueThe paper highlights various marketing initiatives of making university libraries in Kenya the destination for the user population. Also, the paper explores recent innovative strategies for marketing information products and services. Marketing helps university libraries to: market and promote information products and services, provide innovative products and services, understand the needs and demands of the information audience or user population, plan service provision, and provide efficient and effective information products and services.

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“…Libraries, after all, are built on relationships [2]. Marketing is directly linked to the clients perceptions of the services the library offers and the library's interpretation of the clients needs [3]. In developing and maintaining relationships, it is essential that all clients are identified and their needs understood.…”

Section: Introductionmentioning

confidence: 99%

Marketing Library and Information Services In Australian Academic Libraries

Gupta¹,

Koontz²,

Massísimo³

et al. 2006

Marketing Library and Information Services: International Perspectives

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Australian academic libraries have been considered essential to educational and research endeavours and have relied on institutional financial support for their continuing operations. However, change is in the air. Students are paying increasing percentages of the costs of their education and direct public funding from government is shrinking as a percentage of income. The value of the library is also being called into question with increasing "googleisation" and new generations of students are making new demands on library service provision. Directors of libraries are competing with multiple demands for funding on their campuses. They must understand client needs, plan service provision, promote the services available, deliver them efficiently and effectively and fight for financial and other support.Marketing has become an essential tool in ensuring required funds are secured and that services provided meet the needs identified. Using various market research techniques including surveys, focus groups and analysis of suggestions, libraries can understand the needs and design appropriate services and facilities.

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Managing Outside the Box: Marketing and Quality Management as Key to Library Effectiveness

Cited by 7 publications

References 0 publications

Marketing of library services: a case study of selected university libraries in Kenya

Marketing of library services: a case study of selected university libraries in Kenya

Making university libraries in Kenya the destination for the user population

Marketing Library and Information Services In Australian Academic Libraries

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