Marketing applications in Greek academic library services

Abstract

Δημοσιεύσεις Μελών--ΣΔΟ--Βιβλιοθηκονομίας και Συστημάτων Πληροφόρησης, 2013This paper aims to describe marketing methods, techniques and activities used in Greek academic libraries and their staff perceptions regarding the importance of marketing applications. In addition, it identifies factors which hinder the uptake of marketing, and investigates the evaluation methods used.There are 151 central and departmental academic libraries in Greece, yet there is limited published research concerning their marketing activities. Therefore, it was intended to discover the reasons behind the low/non-use of marketing in Greek academic libraries. A three-section questionnaire was designed as the main research tool and distributed to 151 libraries. Survey results are presented and analysed according to the structure of the questionnaire.Whilst marketing techniques and methods are used in academic libraries worldwide, the spread of marketing in Greek academic libraries proved to be limited. Basic operational problems were identified as the main barrier to greater uptake. Nevertheless, the majority of Greek academic librarians realize the importance of marketing, but they still have a long way to go in terms of understanding and adopting marketing concepts in their provision of services.A quantitative survey was employed to determine the current situation, and examine the attitudes and perceptions of librarians in Greek academic libraries. However, the rapidly changing information environment and the increased international interest in academic library marketing have necessitated further research. The paper presents research on staff perceptions and attitudes, towards marketing activities in Greek academic libraries. However, there is limited published research on the topic. Additionally, it is the first attempt to discover the extent to which marketing is used in Greek libraries' services' provision. The research depicts marketing techniques and methods used in Greek academic libraries and compares its results with international practices

Marketing academic library information services using social media

“…Marketing has become vital to the viability of public and non-profit organizations (Kotler and Levy, 1969). Over the past three decades, libraries have embraced marketing to improve library services and create stronger contacts with the user community (Garoufallou, Siatri, Zafeiriou and Balampanidou, 2013;Garoufallou, Zafeiriou, Siatri and Balapanidou, 2013;Siddike et al, 2015) so as to increase library use, enhance the value and image of the library, provide user education, and change user perceptions (Al-Daihani and AlAwadhi, 2015). Library 2.0, which is a model for modern library services that focuses on user-centered change and participation, has significantly changed the types of interactions between libraries and their users (Ghuloum and Buabbas, 2016).…”

“…In particular, social media, defined as "a group of Internet-based applications that allow for the creation and exchange of user-generated content" (Kaplan and Haenlein, 2010, p. 62), has enabled people to interact and share information online (Xu et al, 2015). With the rise of social media in the last decade, many libraries have included social media applications as primary marketing and communication tools to engage with the user community (Luo et al, 2013;Kho, 2011;Garoufallou, Zafeiriou, Siatri and Balapanidou, 2013;Jahan and Ahmed, 2012), as social media offers real-time channels for communication, information sharing and interactive dialogue at any time on any portable mobile device (Palmer, 2014;Xu et al, 2015).…”

Application of Marketing Mix Elements to Improve Customer Satisfaction of Main Library, University of Colombo

“…Jamaludin et al (2015) stated "libraries need to make a greater effort to improve their services in terms of quality as much as in forms of delivery, in order to convince people to use them, instead of turning to alternative information providers such as the search engine in the Internet" (Garoufallou et al, 2013as cited by Jamaludin et al, 2015).…”

“…According to Jamaludin (2015) "the adoption of marketing could assist libraries in their struggle to survive in the emerging and increasingly competitive information environment" (Rowley, 1995 as cited by Jamaludin et al, 2015, p.74). Garoufallou et al (2013) stated "Information specialists began to consider that certain aspects of marketing might be a significant mean by which to improve library services" (Koontz et al, 2006, p. 225 as cited by Garoufallou et al, 2013, p.633). According to Bennett (1997) "the product and/or services tailored for maximum customer benefit, priced according to the buyer's ability to afford the product, made available for the customer to buy (place) and promoted in order that potential buyers knew as much as required about the product on offer" (Bennett, 1997, p.151).…”

“…Present marketing strategies need to be reviewed in order to serve the potential and existing users. Garoufallou (2013) stated "librarians realized that they should view their users as customers, identify and understand their needs and demands, then adopt marketing strategies to meet those needs" (Rowley, 2000; Ewers and Austen, 2004 as cited by Garoufallou et al, 2013, p.633). In 2007, Vrana & Barbaric mentioned in their study that, "as a result of adopting marketing strategies, for library customers it could mean more appropriate services that meet their needs better; for library staff a better understanding of their roles in achieving organizational and personal goals and for libraries it could mean survival" (p.436).…”