Marketing library and information services: a study of periodical literature

Transcription

1 Annals of Library and Information Studies GUPTA & JAIN : MARKETING LIBRARY AND INFORMATION SERVICES 217 Vol. 56, December 2009, pp Marketing library and information services: a study of periodical literature Dinesh K. Gupta 1 and Abhinandan K. Jain 2 1 Associate Professor & Head, Department of Library and Information Science, Vardhaman Mahaveer Open University, Kota, Rajasthan, [email protected] 2 Professor of Marketing, Indian Institute of Management, Ahmedabad, [email protected] The study covers 125 articles on marketing of library and information services during the period mainly covering literature published in India, literature published by Indian authors in foreign publications, and literature published by foreign authors on India. Growth of literature year-wise has been shown; prominent authors, productive journals have been identified. Introduction There are a number of Library and Information Science (LIS) journals available worldwide on the various aspects of library and information science. However, there is no journal exclusively on library marketing although a significant number of LIS journals cover articles on marketing. Many LIS journals have also brought out special issues on marketing and related aspects from time to time. Such journals that have brought out special issues in the past includes, Catholic Library World, Library Journal, Illinois Libraries, Journal of Library Administration, ASLIB Information, Library Trends, Computers in Libraries, Kirjastolehti, NLA Quarterly, Information Outlook, PNLA Quarterly, SCONUL Focus, DESIDOC Bulletin of Information Technology, Acquisition Librarians, Information and Library Manager, College and Undergraduate Libraries, EBIB Bulletin, Mississippi Libraries, Colorado Libraries, etc,. In India, about 50 LIS journals began being brought out since 1930s. However, only about half the number has survived by Marketing is an area which emerged in Indian LIS literature in 1980s. Many periodical publications have published articles on this new area of practice and research. Looking at the rising interest of professionals in this area, a database of the Indian LIS marketing literature was created at the Indian Institute of Management, Ahmedabad. This database covered annotated bibliographical information ( ) on the Indian sources such as journals, books, festschrifts, monographs, seminar and conference papers, etc. A total of bibliographical items were covered in which included 56 articles. Objectives of the study To compile a bibliography on Marketing of Library Services published in Indian periodicals and published abroad by Indian authors; To know the growth of periodical literature on the subject and identify major outlets from India; To know authorship pattern and collaborations among contributors; and To find the changing pattern of the topics covered in the literature and emergence of the concept of marketing of library services over time and across types of journals. Methodology Bibliographical details of the articles published during the period 1980 to 2003 were obtained from the database created by the Indian Institute of Management, Ahmedabad. For the period , the database Library, Information Science and Technology Abstracts (LISTA) ( was searched with the keyword marketing. The bibliographical details were browsed and relevant details noted. Searches were made in the LISTA database covering the period with key term Marketing and the retrieved records were browsed to select relevant articles. Further, most Indian journals during the period were scanned to identify relevant articles. In addition to the bibliographical details, most the articles were also obtained from various sources.

2 218 ANN. LIB. INF. STU., DECEMBER 2009 Scope and methodology The articles published in Indian LIS Journals are primary area of the work. However, an effort has also been made to cover periodical literature published by Indians in foreign countries and published by foreign professionals in Indian journals. Items identified through searches and published in various journals can be categorized in to different types as given in the Table 1. The book reviews and editorial introduction/ guest editorial of less than three pages have not been included in the study. A bibliography published in DESIDOC Bulletin of Information Technology in 1998 has also been excluded. An article written by an author from Iran and published in LIBRI has been included as it deals with some aspect of marketing at the Indian Institute of Science Library at Bangalore. In all 92.5% of the literature, i.e., 125 papers on the subject are covered in Table 1 Item-wise distribution Type of items No. Percentage Editorial introduction Book reviews Short communication Journal Articles Total the study and the details of the 125 papers arranged chronologically are appended as a bibliography. A database of 125 items was created in the Microsoft Access 2007 covering the fields such as serial number, name of the author, title, name of periodical, year of publication, volume and issue number, number of pages, number of citations, authorship pattern and key word. Analysis and discussion Data obtained through the database are analyzed using uni-variate and bi-variate analysis. The Uni-variate analysis has been used to analyze the (i) growth of literature, over years, (ii) types of journals in which published, (iii) authorship pattern, (iv) size of papers, and (v) topics covered. Changes in the topics covered are also analyzed temporally (bi-variate analysis). The following sub-sections also provide the interpretation of the analysis. Year-wise growth of literature Table 2 gives a picture of the year-wise growth of the literature on the subject. It reveals that the first paper having marketing term in the title was published in Thereafter, papers have been published over the years and the total reached 125 in Publication of about half of the literature took 18 years in the beginning and the remaining half was published in 10 years. The study shows that the highest number of papers (14, that is more Table 2 Year-wise growth of literature Year No. of articles Cumulative No. Year No. of articles Cumulative no

3 GUPTA & JAIN : MARKETING LIBRARY AND INFORMATION SERVICES 219 Table 3 Ranking of journals by number of papers published Name of journal No. of articles Ranking Percentage DESIDOC Bulletin of Information Technology SRELS Journal (Lib. Sc. Included) IASLIC Bulletin ILA Bulletin Annals of Library and Information Studies Herald of Library Science Journal of Library and Information Science Library Herald Total than 10% of total papers) were published in 1998 followed by 11 papers each in 1995, 2002 and If further analyzed, it can be visualized that about one-third of papers were published in these four years only. The possible reasons for this sudden growth in the above four years are identified as below: In 1994, a national level study supported by IRDC began at IIM, Ahmedabad. A series of workshops and discussion took place that resulted in increasing interest of professionals and that led to greater number of publications in the successive year, i.e., In 1998 and 2002, DESIDOC Bulletin of Information Technology brought out special issues on LIS marketing and articles published in these special issues of the journal led to increase in number of publications in these years. In 2006, an international review was published and brought out be IFLA. This review was led by an Indian author who attracted attention of the Indian colleagues towards this important area and more publications in the successive year, i.e., Only one article each year was published in 1980, 1982, 1985 and 1990 respectively and no article was published in the years 1981 and In rest of the years, the number of papers published fluctuated between two and nine. Table 4 Authorship pattern Number of authors No. of papers Percentage Single Double Three and More Total Authors with two or more papers Table 5 Authors with two or more p.apers Authors No of authors Overall percentage With two article Authors with three articles Authors with three and more articles Total Scatter of articles The 125 identified papers were published in 38 journals. Of these, 23 were Indian and 15 foreign journals. Indian journals accounted for 104 articles while 21 articles were published in the 15 foreign journals. The articles covered in foreign journals were: 3 in Library Philosophy and Practice and 2 each in Library Management, Electronic Journal of Academic and Special Librarianship, Information Outlook and Malaysian Journal of Library and Information Science. Remaining 10 journals published one article each. It is also found that three journals did not belong to library and information science domain and had published 5 papers; of these, the University News alone published three articles. The journals which brought out five or more articles are presented in the Table 3.

4 220 ANN. LIB. INF. STU., DECEMBER 2009 Table 6 Authors with three and more papers Authors No. of papers As single As joint author In India International author Amritpal Kaur Dinesh K. Gupta Debal C. Kar K. Manjunath Rama K. Patnaik Roshan Raina Sarita Rani P.C. Shah M.S. Sridhar D. Shivlingaiah Ashok Jambhekar Table 7 Length of the papers Authorship pattern This has been analysed in terms of (i) number of papers written by one, two and three or more authors, (ii) number of authors who had written one, two, and three or more articles, and (iii) individual authors contributing higher number of articles. Papers by one or more authors Authorship pattern of articles is depicted in the Table 4 which shows the predominance of single authorship over the joint authorship as about 63% of the total publications were by single author and about 30% were two author collaborations. Three and more authors contributed only about 6%. Only one paper is found to be written by more than three authors (five authors). When looked at the collaborations between Indian and international authors, it is found that only one article is published jointly. Authors with two or more papers Table 5 presents number the authors with two or more papers. The table also shows the number of articles in each category. Contribution of individual authors A total of 137 individual authors have contributed the 125 articles. Table 5 shows that authors who have contributed two or more papers were 27 (single/joint included).the number of authors contributing two, three and more than three papers are 16, 06 and 05 respectively. Those contributing one article (individually or joint) were Page No. of papers Cumulative % Table 6 presents the individual authors with three and more papers. This table reveals that there are 11 authors who have contributed more than three articles either as single or joint author. With regard to authors from foreign countries, it was found that 12 individuals contributed 9 papers in Indian journals. One paper was published by the authors from

5 GUPTA & JAIN : MARKETING LIBRARY AND INFORMATION SERVICES 221 Table 8 Thematic distribution of literature Theme Key themes, as reflected in the literature No. of Percentage of papers total outputs Marketing Concepts Concept, need, relevance, barriers, difficulties, attitude, categories of marketing, approaches, etc. Market Analysis Environmental analysis, market research, information marketing, external users, nonusers, etc. Customer Behavior and Customer preference, research, user Satisfaction expectations, user satisfaction, etc. Marketing Mix Product, price, place, promotion, packaging, etc. Service Quality Customer service, service quality, measuring service quality, etc. Technology supported Website, Consortia, ,etc Marketing Marketing in different Public, Academic, Special libraries in general type of Libraries and individual and in groups Marketing Education Need for Marketing education, curriculum for Librarians Analysis of Literature Literature analysis, bibliographies, key publications, Miscellaneous Fee vs free services, cost and value, generation of resources, self sufficiency, retail information management, etc. the USA, UK, and India in IFLA Journal. A paper published in LIBRI was contributed by author from Iran deals with the price and value of electronic journals at the IISc, Bangalore. If combined together, 11 papers by 15 authors from foreign countries are found to be associated with this study. Length of papers Though the length of publication does not necessarily demonstrate the quality of research, but often reveals the patience of the researcher along with comprehensive and elaborate efforts made by the author(s) on a specific piece of research carried out on the subject. The data pertaining to the length of papers is presented in Table 7. The above table reveals that distribution of length of papers on the subject is wide. Maximum number of papers are of either 4 pages or 6 pages (13.6 each %), followed by 8 pages (11.2%), 5 pages (10.4%) and 7 pages (9.6%). A large majority (58.4%) of the publications is fall in the 4 to 8 pages group. Topic analysis There are several topics under the broad area of marketing of library services. From an analysis of the articles, 10 topics were identified, although many of the articles can be categorized under more than one topic. Table 8 shows the distribution of papers under the 10 topics. Table 8 reveals that about 29% of the papers are covered in the general theme of marketing concept. This was followed by the categories of marketing mix (23%) and marketing in different types of libraries (14%). The miscellaneous category covers the articles which do not fit in other categories. There have been large number of papers which deal with conceptual and opinion type of articles. Some articles are exploratory, descriptive and focusing on particular type of libraries and information centers. Some papers explore marketing practices adopted in a particular library, e.g. Institute of Armament Technology, Structural Engineering Research Centre, National Institute of Science Communication and Information Resources, University of Mysore,

6 222 ANN. LIB. INF. STU., DECEMBER 2009 Table 9 Emergence of marketing themes in cluster of years Not-for-Profit Marketing of Curriculum for Privatisation Customer Marketing of marketing govt. marketing research indigenous documents products Pricing and Marketing Marketing Understanding Promotion Self-sufficiency Charging difficulties research users Impact of Public User satisfaction Commercial Relationship User satisfaction copy right on relations information marketing marketing services Communication Marketing of Packaging Pricing models Pricing and development value of e- information journals Pricing of SDI Tradable Govt. Barriers to Measuring services information marketing service quality Non-use and Non- Marketing Customer- Strategic users through consortia focused marketing marketing Customer Information Social Customized user preferences market in India marketing based services Technology Free vs fee based User Social Science information services expectations information products marketing Cost, value and Marketing mix Customer Analysis of pricing service marketing literature Publicity Awareness and marketing use Database products Marketing Retail info. education Management Service Service quality External users production and delivery Generation of Free Internet Measuring user revenue sources and satisfaction services Information super Image analysis Visibility market through website User focus Marketing future libraries TEXINCON, Indian Toxicological Research Centre, Defence Research Development Organization, GND University Library, National Institute of Science Technology and Development Studies, University of Goa, British Council Library, Indian Institute of Science Library, International Crop Research Institute for Semi- Arid Tropics, National Institute for Rural Development, etc. Further, new marketing concepts were identified with the year of publication and then were grouped on the five year intervals to give a sense of chronological progression of researches in library marketing. Table 9 presents the emergence of the newer concepts in the literature over the years. This table reveals that the concept of LIS marketing began with the emergence of concept of not-for-profit marketing propagated by Philip Kotler. Present day library and information service marketing is much broader and flexible and present day librarians are thinking of how information services and products marketing will be in

7 GUPTA & JAIN : MARKETING LIBRARY AND INFORMATION SERVICES 223 the future. The above Table 9 shows increasing range of topics over the years. The period 2005 to 2008 includes a wide variety of topics covering strategic marketing, marketing top specific clients (segments), pricing, promotion (including use of web) and customer satisfaction. Conclusion In reviewing the literature on marketing of library and information services from 1980 to 2008, a total number of 125 articles were uncovered from 38 journals. It can be found that the first paper on LIS marketing was published in DESIDOC Bulletin of Information Technology was the top source for the articles with 20 papers. In all, 137 individual authors contributed the papers on various themes such as: marketing concept, market analysis, customer satisfaction and behavior, marketing mix, service quality, technology supported marketing, marketing in different types of libraries, marketing education for librarians, analysis of literature, etc. More than one-fourth of the papers were published only on conceptual framework of LIS marketing. The research also indicates that the coverage of topics in the recent past is quite varied. The analysis seems to indicate two trends: (i) libraries are facing serious competition from commercial information services providers which essentially use the resources available from libraries and analyse and repackage the same for customised use by the clients and (ii) online resources are emerging in a big way that will question the role and form of libraries in future. Bibliography 1. Mathew R M, Modern marketing techniques for the effective management of university libraries, Herald of Library Science, 19 (3) (1980) Thiangarajan R, Marketing of information services by nonprofit organizations, NISSAT Newsletter, April/June( 1982) Hogeweg-De-Haart H P, Impact of copyright on the marketing and dissemination of scientific information: a review of some recent literature, Journal of Library and Information Science, 8 (2) (1983) Sinha A K, Marketing concept in library management, Lucknow Librarian, 15 (4) (1983) Rajgopalan T S, Marketing of information (Editorial), NISSAT Bulletin, 40 (2) (1984) Sultan Ahmed, Pricing policies and payment procedure for reprographic services, IASLIC Bulletin, 29(4) (1984) Chakrabarti B, Marketing and the library: odd couple or meaningful relationship?, ILA Bulletin, 21(1/2)(1985) Agrawal S P and Manohar Lal, Government of India documents: need for better utilization and marketing, Library Herald, 24 ( 3/4 ) (1986) Mathew R M, Marketing of social science information and documentation: the challenges of the Third World Countries with special reference to India, Int. forum Inf. and Docum,11(1) (1986) Subramoni T K, Public relations in libraries, IASLIC Bulletin, 31 (1) (1986) Haravu L J, Marketing of library and information services, IASLIC Bulletin, 33 (4) (1988) Kar D C and Siddiqui A M, Information and information products: a priced commodity, Infomediary,3 (1989) Ramanna B and Ranganath K A, Marketing of information products and services of the National Information Centre for Food Science and Technology: a case study, Library Science with a Slant to Documentation and Information Studies, 26(2) (1989) Sen B and Parekh H, User-librarian communication: a bibliographic essay, ILA Bulletin, 25 (1) (1989) Roy S and Chatterjee A, Problems of library marketing in India: a survey based study, CLIS Observer,6 (1/2)(1989) Gopalakrishanan N K, Curriculum for marketing management for information professionals, Library Science With a Slant to Documentation and Information Studies.,27(1990) Chakrabarti B, Marketing- the in work in library land- its potential for academic libraries, College Libraries, 7 (1-4)(1991) Karisidappa C R, Sangam S L and Konnur P V,Professional excellence through library public relations with special reference to Karnataka Public Library System, ILA Bulletin, 27 (3)(1991) Reddy V P, Marketing research for information services, International Library Movement, 13 (3)(1991) Subramoni T K, Library communication, IASLIC Bulletin,36(1)(1991) Kapasi H, Librarian in pursuit of the simple truth -users satisfaction, IASLIC Bulletin,37 (4)(1992) Kar D C, Information services and products: a marketable approach within Indian context, Library Review,41 (5)(1992) Srinath M, Marketing information in university libraries: a perspective from India, New library World, 93(6) (1992) Foldi T, Information policy and the transition to the market economy, International Information Communication And Education,12(1) (1993) Geethananda H, Marketing development information in South Asia, Information Development, 9(1/2) (1993) Jotwani D and Haravu L J, Pricing of the SDI service at ICRISAT, Journal of Information Science, 19 (1993) Sangam S L and Konnur PV, Public relations activities in Karnataka state public libraries, IASLIC Bulletin, 38(4) (1993) Arora M, Need of marketing for effective library usage in colleges under financial limitation, Indian Journal of Information, Library & Society, 7(1/2) (1994)

8 224 ANN. LIB. INF. STU., DECEMBER Comella A, Cost, value and price at fee-based information services, International Information Communication and Education, 13 (1) (1994) Joseph V and Binwal J C, Conjoint analysis : technique for assessing customer s preferences on library products and services, Journal of Library and Information Science, 19 (2) (1994) Kottai A, Marketing of technical information products and services: tips and techniques, Library Science With a Slant to Documentation and Information Studies, 31(1) (1994) Perumalsamy K, Marketing of library services, Indian Journal of Information, Library & Society, 22(1994) Prasad K N, Marketing of information, Indian Journal of Information, Library & Society,22(1994) Saxena S, Marketing of library and information services, ILA Bulletin, 30(1/2) (1994) Sridhar M S, Non-use and non-user of libraries, Library Science with a Slant to Documentation and Information Studies,31(3)(1994) Guha B, Privatisation of tradeable government information, DESIDOC Bulletin of Information Technology, 15(5) (1995) Jose A, Marketing and libraries, Herald of Library Science with a Slant to Documentation and Information Studies,34 (3/ 4)(1995) Lahiri A, Privatisation of information services, DESIDOC Bulletin of Information Technology, 15(5) (1995) Mishra S, Marketing of library and information services and products: old wine in new bottle, Library Herald, 32 (3/4) (1995) Raina R, Marketing of library and information products and services, University News,14 (1995) 8-9& Seetharaman M N, Marketing of information products and services through a consortium approach, DESIDOC Bulletin of Information Technology, 15 (4) (1995) Srivastava A K, Marketing perspective for information services and products in Indian petroleum industry, Annals of Lib. 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9 GUPTA & JAIN : MARKETING LIBRARY AND INFORMATION SERVICES Sasikala C and Patnaik R K, Improving the existing information facility in special libraries in Visakhapatnam using marketing approach, Malaysian Journal of Library and Information Science,4 (2) (1999) Kulshreshtha A K and Spurgen C, Marketing of information services, Chemical Engineering World,34 (1)(1999) Manjunatha K and Shivalingaiah D, Customers research in libraries: a study of methods and barriers, Annals of Library Science and Documentation,47 (3)( 2000) Rajesh Singh, Assessment of promotional aspects vis-a-vis marketing in CSIR libraries and information centres of India, ILA Bulletin,36 (2) (2000) Nikam K, Promoting in-house library use in knowledge era, SRELS Journal of Information Management, 38 (1) ( 2000) Rawtani M R and Ahuja J P, Pricing models in the electronic information environment, Journal of Library and Information Science, 26 (2) (2001) Jayasundara C C, Implementing a customer relationship marketing system in special libraries of Sri lanka, Information Studies, 7 (3-4) (2001) Manjunatha K and Shivalingaiah D, Marketing of library and information services: a study of attitude of librarians, Herald of Library Science, 40 (3/4) (2001) Gupta D K and Jambhekar A, Which way do you want to serve your customers?, Information Outlook, 6 (7) (2002) Raju K A, Social marketing of rural development information: a case study, ILA Bulletin, 38 (4) (2002) Rajesh Singh and Satyanarayana N R, Marketing in CSIR libraries and information centres: a study on promotional efforts, IASLIC Bulletin, 47 (1)(2002) Gupta D K and Jambhekar A, What is marketing in libraries? concepts, orientations, and practices, Information Outlook, 6 (11) (2002) Gupta D K and Jambhekar A, Developing a customer-focus approach to marketing of library and information services, DESIDOC Bulletin of Information Technology, 22 (3) (2002) Ganguly S and Kar C, Marketing: a critical policy for today s information centre, DESIDOC Bulletin of Information Technology, 22(3) (2002) Vasanthi M C, User expectations in private-public libraries in India, Library Philosophy and Theory,5(1)(2002) 87. Natarajan M, as a marketing tool for information products and services, DESIDOC Bulletin of Information Technology, 22 (3) (2002) Gaur R C, New avenues for marketing of library and information services and products: a study of management libraries of NCR, SRELS Journal of Information Management, 39(3) (2002) Joseph J K J and Parameswari B, Marketing of information products and services for libraries in India, Library Philosophy and Practice, 5(1) ( 2002) Mahesh G, Barriers to marketing of information products and services in libraries, DESIDOC Bulletin of Information Technology, 22 (3) ( 2002) Gaur K and Singh K P, Marketing of library and information products and services, Library Progress, 23(1) ( 2003) Gupta D K, Marketing of library and information services: building a new discipline for library and information science education in Asia, Malaysian Journal of Library & Information Science, 8(2)(2003) Venkatesh N and Cherukulath W K, Current trends in marketing of library services: IAT s experience, Herald of Library Science, 42(3-4) (2003) Manjunatha K and Shivalingaiah D, Customer s perception of service quality in libraries, Annals of Library and Information Studies, 51 (4) (2004) Kanaujia S, Marketing of library and information services products and services in Indian R&D library and information centres, Library Management, 25(8-9) (2004) Khode S and Kumar D, Free information sources and services on internet for libraries: a selective compilation, DESIDOC Bulletin of Information Technology, 24(4) (2004) Nikam K and Mamtha M, Image analysis of Mysore University Library: a study, SRELS Journal of Information Management, 41(2) (2004) Kumbar R D, Importance of marketing and total quality management in libraries, Electronic Journal of Academic and Special Librarianship, 5 (2/3) (2004) 99. Rajyalakshmi D and Waghmare S B, Marketing and pricing of knowledge products and services, Library Herald, 42(3) (2004) Shah P C, Towards self -sufficiency through information marketing, IASLIC Bulletin, 50 (4) (2005) Sarita Rani and Amritpal Kaur, Marketing of information products and services : a study of the attitude of the professional staff working at Guru Nanak Dev University Library, Journal of Library and Information Science, 30 (1/2)(2005) Kanaujia S, Managing and marketing indigenous information in Industrial Toxicology Research Centre (ITRC),Lucknow, IASLIC Bulletin, 50 (3) (2005) Moghaddam G G, Price and value of electronic Journals: a survey at the Indian Institute of Science, LIBRI, 56 (2) (2006) Mounissamy P and Kaliammal A, Promoting effective use of electronic resources using library website by IITs and NITs: a comparative study, IASLIC Bulletin, 51(4) (2006) Enyia C O, Information user satisfaction, Journal of Library and Information Science, 31 (1), (2006) Abdul Majeed KC And Bavakutty M, Measuring the quality of college and university library services, Journal of Library and Information Science, 31 (2) (2006) Koontz C M, Gupta D K and Webber S, Key publications in library marketing: a review, IFLA Journal, 32 (3) (2006) Wijetunge P, Financial sustenance of South Asian library schools: a case study of National Institute of Library and Information Sciences of Sri Lanka in retrospect, DESIDOC Bulletin of Information Technology, 27(2) ( 2007) Jose A and Bhat I M, Marketing of library and information services: a strategic perspective, Vision, 11 (2) (2007) Hariharan A and others, Customised web-based services at SERC Library with special reference to alert service, DESIDOC Bulletin of Information Technology, 27(3) (2007) 31-38

10 226 ANN. LIB. INF. STU., DECEMBER Sahu A K, Measuring service quality in an academic library: an Indian case study, Library Review, 56(3) (2007) Amritpal Kaur and Sarita Rani, Marketing of information services and products in university libraries of Punjab and Chandigarh (India): an exploratory study, Electronic Journal of Academic and Special Librarianship, 8(3)(2007) Ramesh R B, Askok Kumar S K and Reddy P G, Non-users of circle libraries in Chennai: a survey, Library Herald, 45 (3)(2007) Shinde G N and Fadewar H S, An integrated framework of web -marketing strategy using knowledge management, Library Progress (International ), 27(2)(2007) Krishna K M, Concept of retail information management: vision 2020, SRELS, 44(4)(2007) Rao S, Sharma H and Tyagi D, Marketing future libraries, Herald of Library Science, 46 (1-2), 2007, Amritpal Kaur and Sarita Rani, Marketing of information service and product in university libraries of Punjab and Chandigarh: a study, IASLIC Bulletin, 52 (2) (2007) Gupta D K, Literature on LIS marketing: growth and pattern, Annals of Library and Information Studies, 54 (1) (2007) Amritpal Kaur and Sarita Rani, Marketing of information services and products in university libraries of Punjab and Chandigarh (India): an attitudinal assessment of Library professionals, Library Management, 29 (6-7) (2008) Das B K and Karn S K, Marketing of library and information services in global era: a current approach, Webology, 5 (2) (2008) Arsenault T and Feeny D, Your website: greater visibility and return of investment through search engine marketing,, DESIDOC Journal of Library and Information Technology, 28 (4) (2008) Gupta D K, Bibliographical literature on LIS marketing: a review, Annals of Library and Information Studies, 55 (4) (2008) Sinnarkara S N And Lohiya R K, External users in an environmental research library, Annals of Library and Information Studies, 55 (4)( 2008) Koovakkai D, Measuring user satisfaction in academic Libraries, SRELS Journal of Information Management, 45 (3) (2008) Madhusudhan M, Marketing of library and information services and products in university libraries: a case study of Goa University Library, Library Philosophy and Practice, 10 (1)(2008) 1-6.