PAPER ID: IJIM/Vol. 9 (VI) October/1-7/1

AUTHOR: H.K.I. Sewwandi

TITLE: CHALLENGES IN MARKETING INFORMATION PRODUCTS AND SERVICES WITHIN UNIVERSITY LIBRARIES IN SRI LANKA

ABSTRACT: Academic libraries, particularly those located within universities, serve a critical role in learning. University libraries frequently encounter challenges in delivering information sources and services to their users. Identifying these challenges is imperative for efficient service delivery, and applying marketing principles is essential. This research paper aims to shed light on the obstacles associated with marketing information products and services within university libraries in Sri Lanka. Data were gathered by administering a questionnaire distributed to chief librarians employed at state university libraries. The qualitative findings were subsequently examined and categorized into distinct themes. Marketing information products and services in university libraries in Sri Lanka need to be revised. A study has revealed that while librarians possess adequate knowledge of information marketing, most libraries lack a defined information marketing policy. Furthermore, significant issues such as inadequate staffing, lack of public relations skills among university library staff, insufficient needs assessment, limited focus on promotional methods, and a lack of a clear societal perception of the library are identified as major impediments in the marketing of information products and services in Sri Lankan university libraries. Academic libraries constitute an integral component of the educational process, playing a fundamental role in disseminating knowledge. Library marketing entails the meticulous planning, organization, widespread dissemination, and effective control of information products and services aimed at inspiring and fulfilling users’ needs and desires while aligning with the organization’s overarching mission. The implications of this study are anticipated to offer insights into overcoming these challenges and optimizing information marketing in university libraries in Sri Lanka. Moreover, these insights also broadly apply to other developing nations’ academic libraries.

KEYWORDS: information marketing, information sources, information products, information services, barriers of information marketing

 Click here to Download full text

 Download the Certificate of Author