Electronic Information Product

Introduction
The concept of "marketing of information products and services" is of recent origin, some
institutions have proceeded to information as a product or a commodity or as a commodity. The
literature sees in connection with the sale of information products and services, the concept of
marketing in the context of library and information services and mentions the necessity of
marketing techniques in library and information centers. Also contains the principles of
information products / services promotion, and discusses the key steps of marketing for the
library and information centers
In a paper Bellardo and Waldhart discussed the applicability of marketing techniques to research
libraries. The project title indicated that the library society has demonstrated a growing but
fragmented attention to marketing information products and services during the past five years.
The time has come to integrate a coherent marketing program in a library's organizational
construction and it will not solve all the problems facing an academic library, but will help keep
more responsive to the needs and wishes of its actual and potential customers .
In the present era of information technology, libraries and information centers have become
profit due to introduction of new technological storage, processing, retrieval and services.
Instead of the user approaching for information in libraries or information, the information has to
reach the user's place of work; whether it's a classroom, the research laboratory, the house or any
other place of activity in every area of life (Kotler and Andreasen, 1995). Before 1970 the
concept of marketing was limited almost exclusively to organizations supplying products rather
than services. While the idea of applying marketing principles library activity was realized by SR
Ranganathan in 1930 and on the basis of which the five laws of library science formulated by
him (Mandal, Poddar and Choudhury, 1998). Libraries play an important role to use their
information services market for the benefit for the users to new technologies, to anticipate the
trends.

Electronic Information Product

PRODUCTS & SERVICES
The products refer to sources of in order and knowledge contents that are available in electronic
formats such as CD-ROMs, interactive video, movies, audio digital products, online publishing,
public domain and commercial online databases available through the Internet and other
databases available through various private its network providers.
INFORMATION OF TRADE PRODUCTS & SERVICES
In a broad sense, marketing in the context of information products and services can be defined as
a concept of sensitive serve and meet the information needs of all those involved in education,
science, research and development, industry, trade industry etc. Libraries need to take marketing
approach in the provision of library users. Nolan (1998) advises professional librarians become
entrepreneurs. According to her, many libraries or special, corporations, private or public, are
facing a similar scenario :. "Doing more with less"
Defination
Stanton (1981) "Marketing is a complete system of interaction to plan activities, price, promote
and distribute products and services will meet and present to potential customers."
Kotler (1996) Marketing means working with markets actualize potential exchanges with the
aim of satisfying human needs and desires. It is the process of planning and executing the
conception, pricing, promotion and distribution of goods, services and ideas for exchanges with
target groups that meet customer and create organizational objectives.

Electronic Information Product

Statement of the problem

The purpose of this reading was to identify and estimate the marketing strategies used by
electronic information product programs to help them be more effective in attracting students.

Electronic Information Product

Review of Literature
The review of the literature is an important part of the scientific approach and is carried out
carried out in all areas of the research.
VIJ (2012) reviewed research has been conducted to discuss the development of the information
society, libraries have also gone through a transformation. Libraries were just like a service
industry, where satisfaction was supreme. The author went on the marketing of library products
and services in India. Due to the pressure of growing technologies expectations of users, high
maintenance costs and budget reduction, significantly increased the need for marketing of the
library of products and services. The marketing process of the library of products and services
required strategic planning. The main finding of the study is shown to cover all those activities
based on techniques, obstacles and requirement of effective professional skills in the marketing
of library products and services in India.
Anagreh (2012) reviewed studies undertaken to discuss the concept of the research profession
for the library to a recreational and scientific organization in accordance with the local
community, and working together in the context of the market mechanism qualification to the
challenges of the modern face time and as well as creating self-funding library. The traditional
presentation of the services provided by the library was not in accordance with the requirements
of the marketing concepts. So, the concept of the library as a service organization must be
adapted to meet the consumer 's perception of the current generations through attention to the
library as an attractive organization. The development of the activity of the university required
additional supplementary services ; such as photocopy services, cinemas, and entertainment for
the children, a cafeteria, as well as providing the library with natural landscape scenes and
scientific spheres who encouraged the educational process Enabling the library to play its leading
role as a productive organization. accordance with the "" supply and demand mechanism '' also
need redrafting its marketing mix that allows the library to spread knowledge, raise the scientific
level of the categories and the provision of information to the public to the greatest number of
citizens .
Makori (2011) conducted a study of the marketing of information products and services in the
research libraries in Kenya. The author found that the literature currently have published articles
4

Electronic Information Product

and the researchers professional experience. The most important finding of the study reveal
useful facts about the marketing was simple and essential management process for the promotion
of information about products and services for academic research libraries. The study highlights
the marketing uses university research libraries were unique opportunity to improve the quality,
demand-based, and user-focused information products and services.
Gupta (2010) examined the preliminary studies noticed was explained about the definition of
marketing, the development of library and information services (LIS) marketing. The author
found that the investigation disclosed that the way marketing was applied to LIS over the years.
Marketing is also related to other concepts used in the treatment of the LIS. The main conclusion
of the survey revealed a useful fact about the role of the professional organizations in the
dissemination of marketing theory was portrayed and the importance of education discussed. The
entry ends with a reflection on the future of marketing for LIS.
Aharony (2009) Rated investigation was conducted into the conduct of the school, academic and
public libraries to explore the direction of marketing libraries. A structure of the questionnaire
examined whether personality traits such as empowerment, extroversion and resistance to
influence librarians attitude to the trade in libraries change. The study was collected from 150
participants using the research tools as: personal details questionnaire, extraversion / introversion
questionnaire, attitude toward marketing a questionnaire library, a resistance to the questionnaire
and change an empowerment questionnaire. The main findings of the research shows useful facts
that study the positive correlation between personal characteristics: empowerment, extraversion
and resistance to change and the attitude towards marketing libraries. He emphasized the idea
that librarians all branches are exposed marketing concepts to maintain their central position as
information providers despite within the new technologies.
Popoola (2008) reviewed studies undertaken to discuss faculty awareness and use of the library,
information on products and services in South West Nigeria universities. Systematic random
sampling was used to select 446 teachers from a population of 4459 in the universities. A
questionnaire was the main instrument for data collection. The response rate achieved was 89.7%
and the reliability coefficient of the questionnaire used was 0.72%. The study emphasizes the
idea that there is a significant difference in the consciousness of the faculty library of available
products and services.
5

Electronic Information Product

Munshi (2008) conducted a case study of marketing approach aimed at identifying the needs,
desires and demands of the targeted customers by designing and delivering the right products and
services more effectively for the purpose of achieving organizational goals and objectives. It was
an effort to make the strategic approach of the marketing mix to conceptualize library and
information centers. Finally recognized some benefits of the proposed marketing plan.
Amritpal Kaur (2007) reviewed studies undertaken to assess the attitude of the users towards
the marketing of information services and products of university research libraries. A structured
questionnaire was distributed to the users of the library of the four universities of Punjab and
Chandigarh. The responses were collected from 1237 users (241 teachers, 271 researchers and
725 graduate students). The key findings of the survey shows useful facts about marketing of
information products and services. More than 61% were willing to pay for the advanced
information services and 57% for developed information products.
Sharma and Choudhary (2005) conducted a case study of All India Management Association
(AIMA) Library. The authors found that the experience of marketing information products and
services was very encouraging in the AIMA library. Users' satisfaction evaluation was generally
good, as evidenced by the fact that users were constantly asking for information by any means
say was e-mail, phone, fax, e-mail and personal visits. Generate Sales Library of AIMA was
through products and services also good and it was on its way to self-sufficiency. The author's
opinion that at this moment at the library budgets were shrinking, sales of the products was
seriously required.
Kanaujia (2004) conducted a case study to reflect the gradual change in the necessity and use of
the marketing concepts in libraries and information centers (LIC) and the fruitful effects in the
service to the users of the library, and is studying the sale of information products / services in
LICs R & D institutions of the Council for Scientific and Industrial Research (CSIR) of India. He
discussed the role of these low-income countries, including marketing approach, requirements
and implementation of a marketing program using a survey. For the study, data were collected
sent by means of a detailed questionnaire, together with interviews. The main findings of the
study showed useful facts that librarians have a positive attitude towards the different aspects of
the sale of a library's information about products / services. The study recommended that at

Electronic Information Product

present efforts for increasing the user's awareness and separate financial support were a condition
for efficient marketing.
Neuhaus Snowden (2003) conducted a case study of Rod Library of the University of North
Lowa. The Rod Library Marketing Committee, founded by Dean of Library Services in 1999 to
improve the coordination of the library marketing efforts were teachers and students aware of the
increasing library resources and services. Various marketing efforts and experiments, such as
promotional newsletters, e-mail messages, and student surveys were used for the purpose.
Ganguly and Kar (2002) conducted a case study of Tata Energy and Research Institute (TERI),
New Delhi and declared that TERI-LIC 's experience in marketing was very encouraging. Its
wide range of goods and services on the market and distributed to the end user by means of an
effective marketing strategy. Most of the services and products based price.
Tadasad and Talikoti (2000) investigated the users of the City Central Library from Gulbarga to
find out the level of awareness and use of resources, services and facilities of the library. The
findings of the research it has been found that a significant proportion of the users were unaware
of the resources, services and facilities of the library. The study highlights the increasing need for
organizing regular awareness programs to optimize the use of resources, services and facilities of
the library.
Pandya (2001) conducted a survey of the MS University of Baroda to explore the feasibility of
marketing library and information services and products. The results of the survey revealed that
nearly all respondents rely on the library to meet their information requirements. More than 80%
of researchers and 92% of the deposit members were willing to pay the library dues on an annual
basis which showed that the money was not a limitation as to the quality of services and products
that were provided on time. Respondents ranging from 52% to 72% were willing to pay for
value-added services, such as CD-ROM searches, online searches, translation services, e-mail,
SDI and CAS likely to be introduced in the future were by the library.

Electronic Information Product

Objective
The present study intends to examine the following objectives:
To study and to access the information on products and services offered by the IGNOU
library in the disciplines of the social sciences.
For the information needs of teachers and researchers and the willingness to identify in
order to pay for the information of products and services by IGNOU library in the
disciplines of the social sciences.
To study the knowledge of the consciousness of selling Information Product & Services
at IGNOU library in the disciplines of the social sciences.

To study and understand the common problems of user access to information, goods or
services in IGNOU library in the disciplines of the social sciences.

Electronic Information Product

Scope sample and Hypothesis

The study is being conducted to identify the utility of the marketing of information products and
services are available at IGNOU library in the disciplines of the social sciences. The study will
include researchers and lecturers from seven divisions namely Economics, History, Political
Science, Social Work, Public Administration, Sociology, Psychology and following among the
social sciences.
It gives the target population that will be sampled. This research was carried in New Delhi and
using 100 respondents.

Electronic Information Product

Research Methodology
For the purpose of the investigation was a questionnaire. The questionnaire was pre-tested before
using it with the study population. All respondents were given the same questionnaire, regardless
of their status. The questionnaire was distributed to all respondents who voluntarily agreed to
participate in the study. The respondents were also interviewed to fill in the gaps.
Marketing research is "the process or series of processes that consumers, customers and end
users links to the marketer through information - information used to identify marketing
opportunities and problems and define, generate marketing campaigns, refine and evaluate ,
marketing performance monitoring, and improve understanding of marketing as a process
Marketing research indicates it is needed to address these issues information, designs the method
for collecting information, manages and implements the data collection and analyzes. the results
and shares the findings and their implications.
It is the systematic gathering, recording and analyzing qualitative and quantitative data on issues
related to the marketing of products and services. The purpose of marketing is to identify and
assess how changing elements of the marketing impact customer behavior. The term is often
interspersed with market research; However, practitioners may wish to distinguish, in which
market research relates specifically to the markets, while marketing research is concerned
specifically about marketing processes.
Market research is often divided into two sets of categorical pairs, either by target market:
Consumer marketing research, and

10

Business-to-business (B2B) marketing research

Electronic Information Product

Limitation
Documentation activities of a country are very buried in connection with the research and
development efforts of the country.
Research libraries spend vast amounts each year in building their collections and the
provision of library services.
But these are no use if they are not used to satisfy information needs of library users.
Efficient use of resources and services can be achieved through marketing approach.
It can help them in the task of designing, developing and delivering the right services and
products.

11

Electronic Information Product

Organization of the study

The Indira Gandhi National Open University (IGNOU), founded in 1985 by an Act of
Parliament, has sought consistently to build an inclusive knowledge society through inclusive
education. It has attempted the gross enrollment ratio (GER) by offering high quality education
through open and distance learning (ODL) mode to increase.
The university began offering two academic programs in 1987, ie Diploma in Management and
Diploma in distance education, with strength of 4528 students.
Today, the educational aspirations of more than three million students in India and other
countries through 21 schools of studies and a network of 67 regional centers should, learner
support centers around 2667 and 29 partner institutions abroad. The university offers about 228
certificate, diploma, degree and doctoral programs, with a force of nearly 810 professors and 574
academic staff in headquarters and regional centers and about 33 212 academic counselors from
conventional institutions of higher education, professional organizations, and industry among
others .
The mandate of the university:
Ensure access to higher education for all segments of society;
High quality, innovative and needs-based programs at different levels, to all those who need
them;
Reach out to the disadvantaged by offering programs in all parts of the country at an affordable
price; and
To promote, coordinate and regulate the standards of education offered through open and
distance education in the country.
To achieve the twin objectives of expanding access for all sections of society and providing
continuing professional development and training for all sectors of the economy, the university
uses different media and the latest technology in imparting education. This is reflected in the
formulated vision IGNOU, keeping her goals in focus, which reads:

12

Electronic Information Product

The Indira Gandhi National Open University, the National Resource Centre for Open and
Distance Learning, with international recognition and presence, will be seamless access to
sustainable and learner-centric excellence education, skill upgradation and training for all,
through original technologies and methodologies and ensuring convergence of existing systems
for large-scale development of human resources, which is required for the promotion of
development integrated national and global understanding.
The university has a decisive influence in the field of higher education, community education
and continuous professional development. The university is a network with reputed public
institutions and private companies to improve the educational opportunities offered by it. As a
world leader in distance education, with awards of excellence by the Commonwealth of Learning
(COL), Canada, awarded several times.
The University is committed to excellence in teaching, research, training and extension activities,
and serves as a national resource center for expertise and infrastructure in the ODL system. The
university's Centre for Extension Education, National Center for Disability Studies and the
National Centre for Innovation was established in Distance Education, focusing on specific
groups of learners and enrich the distance learning system.
With the launch of Edusat (education satellite exclusively) on September 20, 2004, and the
establishment of the Inter-University association, the University has ushered in a new era of
technology-enabled education in the country. All regional centers and high enrollment study
centers are equipped with active two-way video conferencing network connectivity, which has
made it possible to handle interactive digital content.
Emphasis is now placed on the development of interactive multimedia and online knowledge,
and adding together value to the traditional distance education delivery mode with modern
technology-enabled education in the context of blended learning.
Over the years, IGNOU has met the expectations of providing education to the marginalized
sections of society in the country. Free of charge education is provided to all prison inmates
across the country. A large number of SC / ST students admitted to the university's various
programs.

13

Electronic Information Product

Conclusion
When reviewing the literature on the sale of the library and information about products and
services, analyzed articles on various topics such as marketing concept, market analysis, attitude
towards marketing, marketing strategy, customer satisfaction and customer behavior, marketing
mix etc. Most of the studies address the marketing aspects in special libraries and information
centers, however, few studies on the marketing of information products and services in academic
libraries. More than one-quarter of the newspapers were not published on the conceptual
framework of LIS marketing. In addition, the review of the literature shows that the sale of the
library services and products is made from a valuable tool to create awareness among the users
and to determine the efficiency and effectiveness of library services and products. The concept of
marketing includes not only buying and selling for financial gain, but also the realization of
organizational goals successfully. Most of the studies suggested that the marketing methods
when properly applied an essential contribution to the library and information work in higher
education could make.

14

Electronic Information Product

Reference
Indira Gandhi National Open University. 1985. Profile of IGNOU. [ONLINE] Available
at:http://www.ignou.ac.in/ignou/aboutignou/profile/2. [Accessed 28 August 15].
Introduction of library
http://shodhganga.inflibnet.ac.in/bitstream/10603/4172/9/09_chapter%202.pdf .
[Accessed 30 August 15].
Malhotra, Naresha K.. 2002. The Definition of Marketing. [ONLINE] Available
at:https://en.wikipedia.org/wiki/Marketing_research. [Accessed 02 September 15].
Kanadiya, Prayatkar K. (2009).Marketing of library and information services. SERLS
Journal of Information Management.
N. Aharony. Librarians attitudes towards marketing library services. Journal of
Librarianship and Information Science. 41(1), 2009, 39-50.
P. Kotler. Marketing management analysis planning implementation and control. Prentice
Hall of India: New Delhi, 1996, 12-13.
W.J. Stanton. Fundamentals of marketing. McGraw-Hill: New York. 1981, 101-104.
S. N. Pandya. Information marketing: Need of the hour. Library Practices for Effective
Management: ILA Seminar Papers. 47th All India Library Conference, 20-23 Dec., 2001,
Warrangal. Delhi: Indian Library Association. 2001, 358-67.
Shiva. Kanaujia. Marketing of information products and services in Indian R & D library
and information centres. Library management 25(8/9), 2004, 350-360.

Amritpal Kaur. Marketing of information services and products in University Libraries of

Punjab and Chandigarh. Electronic Journal of Academic and Special Librarianship 8(3),
2007.
M.N. Munshi. Marketing of information products and services for special libraries in
Bangladesh. University of Dhaka, 2008, 84-96.
15

Electronic Information Product

Vij, Rajiv. Marketing of library products and services in India. International indexed &
referred research journal 3(34), 2012, 89-91.
B. Anagreh. Modifying the marketing mix of library services in accordance with the
market mechanism: an applied study at Jordanian Universities. International journal of
academic research in business and social sciences 2(10), 2012, 218-226.
E. Makori. Making university research libraries in Kenya the destination for the user
population. Library Review 59 (7), 2011, 548-557.
Dinesh K. Gupta. Marketing Library and Information Services. University of Montreal,
2010. 3553-3560.
N. Aharony. Librarians attitudes towards marketing library services. Journal of
Librarianship and Information Science. 41(1), 2009, 39-50.
S.O. Popoola. Faculty awareness and use of library information products and service in
Nigerian universities. Malaysian Journal of Library & Information Science 13(1), 2008,
91-102.

16