This paper discusses the fundamentals of library marketing. Definitions, importance, role, and factors that influence marketing are presented. The marketing function of academic library websites is highlighted

Nooshinfard, Fatemeh

Ziaei, Soraya

English

DigitalCommons@University of Nebraska

University of Nebraska - Lincoln DigitalCommons@University of Nebraska - Lincoln Library Philosophy and Practice (e-journal) Libraries at University of Nebraska-Lincoln 5-2011 Academic Library Websites as Marketing Tools Fatemeh Nooshinfard Islamic Azad University, nooshinfar2000@yahoo.com Soraya Ziaei Islamic Azad University, ziaee-b@wali.um.ac.ir Follow this and additional works at: https://digitalcommons.unl.edu/libphilprac  Part of the Library and Information Science Commons Nooshinfard, Fatemeh and Ziaei, Soraya, "Academic Library Websites as Marketing Tools" (2011). Library Philosophy and Practice (e-journal). 599. https://digitalcommons.unl.edu/libphilprac/599  http://unllib.unl.edu/LPP/Library Philosophy and Practice 2011ISSN 1522.0222Academic Library Websites as MarketingToolsDr. Fatemeh NooshinfardDepartment of Library and Information ScienceScience and Research BranchIslamic Azad UniversityTehran, IranSoraya ZiaeiLIS PhD studentDepartment of Library and Information ScienceScience and Research BranchIslamic Azad UniversityTehran, IranIntroductionEvery institution and organization needs a website. The same is true for libraries and information centers. Sincethe 1990s, most libraries and information centers has been offering services via websites[1]-[2]. At the sametime, many libraries have found  that they can achieve their goals better by means of using marketing principlesand techniques; in addition, they can have  more successful communication with their users and understandingof their needs. Each library's website is a window opened on that library; also it can work as a good guide inthe Internet for users.What Is Library Marketing?Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed tobring about voluntary exchanges of values with target markets for the purpose of achieving organizationalobjectives[3].According to Folk[4] and Lancaster[5], marketing is a systematic process which is a combination of planning,concentrating on customer needs and her satisfaction.Kaur[6] Sarita state that marketing is concerned with customers and the satisfaction of their needs withappropriate products and services.Libraries and information centers have begun to see that marketing of information products and services isessential to improve user satisfaction and promote the use of services by current and potential users[7].Marketing takes service from the library to the customer. It involves market research, analyzing programs andservices, setting goals and objectives, and using persuasive communication.[8].Marketing in Academic LibrariesThe concept of marketing has been transferred from business  to public service organizations. Since 1970, it hasbeen seen that marketing principles can be applied to non-profit organizations[9].In recent years,marketing has been important for reasons like self protection, the existence ofcompetitors, anincrease in customers' expectations, and wide access to information.Kotler and Fox[10] provide the following definition of marketing in relation to higher education:"Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed tobring about voluntary exchanges of values with target markets to achieve institutional objectives".Dodsworth[11] believes that the changes in society have lead to creation of opportunities and threats forlibraries. Other surveys that show a majority of people using search engines in preference to library resourceshas beenthe cause of  alarm among librarians who see libraries in danger of losing their place as an informationprovider[12].Academic libraries have found that users are unsatisfied with their collections and are at the same time unawareof library programs and services.Williams[13] believes academic libraries spend millions of dollars a year on electronic resources, yet many ofthem are underused and unknown to users.Ewers and Austen[14] claim that if libraries want to be client-oriented, they should understand their clients' needs, their environment, their resources and strengths, and the social factors that influence users. Librariesshould also identify their strength as a competitive business, employ and train staff in client relations andmarketing[15].Marketing  is useful to university libraries to improve their image and to attract more users. Marketing helps librarians improve their reputation within their organizations and as a profession within society[16].Schmidt[17] believes the products and services provided by libraries have changed considerably, due tochanges in education, the impact of technology, new methods for information provision, and decliningbudgets[18].University libraries in the digital age are eager to be current in information technology and tools for conductingresearch and providing current information. This has led them to focus on marketing their services[19].Marketing in libraries can lead to a better understanding of users and their requirements. Effective marketingcan increase the use of services, can help train customers and non-customers, can change user perceptionsand ideas, and promote the reputation of the library and its staff[20]In such environments, libraries must identify the requirements of their users. This puts the customer at thecenter of library activities[21].Academic Library ClienteleConsumer loyalty is essential for service organizations. In order to achieve it, many organizations try to gobeyond customer expectations. Libraries must categorize their customers to provide each group with its desiredand required services. Information technology, including the use of websites, can help provide better service.Academic library users need the resources that the library provides. It is up to the library to make sure theresources are findable and usable. If they are not, the library has wasted funds and the users are discontented.User expectations will be higher when libraries use websites and electronic resources, which provide:24/7 accesshigh speedhigh qualityThe Role of the Library WebsiteUsers have less reason to visit the library, since they can access resources without going to the library. Howcan librarians interact with users and guide them, when a majority of users does not go to the library? How canusers be sure they are accessing high-quality information? Fialkoff [12] says that librarians are poor atmarketing and still have not figured out how to tell people what librarieshave to offer in a way that resonates.Attracting attention to a virtual environment is difficulty, because there is no mutual communication betweenusers and librarians. The only way to attract users' attention and trust is through words, sentences, pictures,pages, information, timely responses to emails, moderating the delivery process, and emergency delivery.Lancaster talked about a paperless society several decades ago. In today's electronic environment, the value ofhaving access to information is greater than having access to physical space. This brings up two importantissues: the diverse needs of academic users for library resources and the importance of user awareness oflibrary resources. Timeliness and accuracy are also important. One of the tools in achieving these things is thelibrary website.As libraries shift  services to the Internet, the library website becomes a service in its own right. It becomes animportanttool in marketing other products of the library[22]. Websites are a key way to advertise. This principleshould be applied to market electronic resources from the library's homepage[23] Academic librarians can helpcater to the needs of different groups in the academic community, including students, teachers, and researchscholars[24] Libraries do not work in isolation. They collaborate with consortia, vendors, other libraries, and theirusers. In academic libraries, it is possible to design a website with the help of advanced technologies andcomputers which can be a powerful marketing tool. However, libraries must be familiar with their customers andknow their needs in advance.A user comes to a physical library where the material is openly and clearly displayed with good signs and itemsare easy to find. This user sees a librarian and asks questions. A website cannot interact with users as easily. An effective website can lead to mutual satisfaction in for customer and librarian:A: The benefits of marketing to library users1. Convenience2. Ability to control information and technology3. Increased ability to select information4. Increased ability to analyze5. Increased time of access6. Increased sense of certainty7. Decreased human error8. Decreased need for interactionB:The benefits of marketing for specialist (librarians)1. Facilitating tasks2. Saving time and reducing communication gap3. Diminished time to reply4. Fulfilling  individual requests5. Offering services at any time6. Ability to perform several tasks simultaneously7. Creating positive image of library in people's mindsThus, marketing helps ensure that users:Know what information existsKnow how this information will look in the interfaceKnow where to find this information on the site and on the page,Know how to use  informationUse website as a navigator for all users.Finally, academic libraries can use the website to help fulfill  Ranganathan's laws. According to Crawford andGorman[25] these five laws can be adapted to the present and future libraries:Libraries serve humanityRespect all forms by which knowledge is communicatedUse technology intelligently to enhance serviceProtect free access to knowledge; andHonor the past and create the futureReferences1. Susan M.Ryan. "Library web Site administration: A Strategic Planning Model for the Smaller Academiclibrary," Journal Academic Librarianship 29(4) (Jul2003):207.2182. J M.Welch,"The Electronic Welcome Mat: The Academic Library Web Site as a Marketing and PublicRelations Tool", Journal of Academic Librarianship, 31(3)(2005):225.228 3. Philip Kotler,"Marketing for non-profit organization(Ed2,New Delhi: Prentice-Hall of India, 1985).4. H Folk,"The impact of computers on book and journal publications (In the Economics of library automation:Proceedings of the 1976 clinic on library applications of data processing. edited by J.L. Divilbiss. University ofIllinois, Graduate School of Library Science, 1976).5. F.W.Lancaster, " Whither libraries? Or, wither libraries", College and Research Libraries, 39(1978):345.356.6. Amritpal Kaur& Rani Sarita," Marketing of information services and products in university libraries of Punjaband Chandigarh (India): An attitudinal assessment of library professionals", LibraryManagement, 9(6/7)(2008):515.5377. Joseph Jestin, " Marketing of Information Products and Services for Libraries in India",Library Philosophy andPractice,50(11)(2002), Available:http://www.webpages.uidaho.edu/~mbolin/jestin2.PDF8. S.Walters, Library marketing that works! (New York,London: Neal-Schuman,2004)9. Samuel Olu Adeyoyin," Strategic planning for marketing library services". Library Management, 26(8/9)(2005):494.507.10. P.Kotler & K.A. Fox," Strategic Marketing for Educational Institutions," (Prentice-Hall, Englewood Cliffs, NJ,1995).11. Elle Dodsworth,"Information Polices Marketing academic libraries: a case necessary plan,"Journal ofAcademic librarianship, 24(4)(July1998):320-32212. F. Fialkoff, "What's so bad about books?," Library Journal, 131 (1)(2006):8.13. Lesley Williams,"Making 'E' Visible," Library Journal,131.11 (2006): 40-43.14. B. Ewers, & G.Austen, "Market Orientation: A Framework for Australian University Library Management",2004 URL (consulted January2007): http://eprints.qut.edu.au/archive/00000469/01/E wers_Market.PDF15.Noa Aharony, "Librarians' attitudes towards marketing library services", 2009, Available: http://lis.sagepub.com/cgi/reprint/41/1/39.pdf16. G.C. Kendadamath, "Marketing of library & information Services, Available:http://www.bhu.ac.in/InstituteofAgriculturalSciencesBHU/EXTENSION_EDUCATION/Winter%20School/WS_13.pdfICES17. Janine Schmidt, "Marketing Library and Information Services in Australian Academic Libraries," (2004)Available: http://www.library.uq.edu.au/papers/marketing_library_and_info_services.pdf18. Janine Schmidt," Unlocking the Library: Marketing Library Services" (2004). Available:http://www.library.uq.edu.au/papers/unlocking_the_library.pdf19. Wu,Mu-Chen, "A Study for University Library Marketing Indicators Model in Digital Age," The BusinessReview, Cambridge ,10,(1)(2008).20. M.Steadley, Marketing: The power of 10, (UI Current LIS Clips: Library and Information Services Marketing,(2003). Available: http://www.lis.uiuc.edu/clips/2003_09.html21. Dinesh K Gupta, "What is marketing in libraries? Concepts,orientations,and practices", Information Outlook,6(11)(2002).22. S. Ravichandran & Babu,"Marketing of Library and Information Services (2008), Available:http://www.indianmba.com/Faculty_Column/FC867/fc867.html23. Jennifer C. Castaldo, "Marketing Electronic Resources from the Academic Library Home Page, A masterpaper for the M.S in L.S .degree, Advisor Diana Kelly, 2008. Available:http://etd.ils.unc.edu/dspace/bitstream/1901/468/1/masterspaperfinal.pdf24. G. C. Kendadamath, MARKETING OF Library & Information Services, Available:http://www.bhu.ac.in/InstituteofAgriculturalSciencesBHU/EXTENSION_EDUCATION/Winter%20School/WS_13.pdf25. Crawford, W., & Gorman, M. Future libraries: dreams, madness & reality. (Chicago and London, AmericanLibrary Association, 1995).

Academic Library Websites as Marketing Tools

UNL | Libraries

University of Nebraska - Lincoln 
DigitalCommons@University of Nebraska - Lincoln 
Library Philosophy and Practice (e-journal) Libraries at University of Nebraska-Lincoln 
5-2011 
Academic Library Websites as Marketing Tools 
Fatemeh Nooshinfard 
Islamic Azad University, nooshinfar2000@yahoo.com 
Soraya Ziaei 
Islamic Azad University, ziaee-b@wali.um.ac.ir 
Follow this and additional works at: https://digitalcommons.unl.edu/libphilprac 
 Part of the Library and Information Science Commons 
Nooshinfard, Fatemeh and Ziaei, Soraya, "Academic Library Websites as Marketing Tools" (2011). Library 
Philosophy and Practice (e-journal). 599. 
https://digitalcommons.unl.edu/libphilprac/599 
 http://unllib.unl.edu/LPP/
Library Philosophy and Practice 2011
ISSN 1522.0222
Academic Library Websites as Marketing
Tools
Dr. Fatemeh Nooshinfard
Department of Library and Information Science
Science and Research Branch
Islamic Azad University
Tehran, Iran
Soraya Ziaei
LIS PhD student
Department of Library and Information Science
Science and Research Branch
Islamic Azad University
Tehran, Iran
Introduction
Every institution and organization needs a website. The same is true for libraries and information centers. Since
the 1990s, most libraries and information centers has been offering services via websites[1]-[2]. At the same
time, many libraries have found  that they can achieve their goals better by means of using marketing principles
and techniques; in addition, they can have  more successful communication with their users and understanding
of their needs. Each library's website is a window opened on that library; also it can work as a good guide in
the Internet for users.
What Is Library Marketing?
Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed to
bring about voluntary exchanges of values with target markets for the purpose of achieving organizational
objectives[3].
According to Folk[4] and Lancaster[5], marketing is a systematic process which is a combination of planning,
concentrating on customer needs and her satisfaction.
Kaur[6] Sarita state that marketing is concerned with customers and the satisfaction of their needs with
appropriate products and services.
Libraries and information centers have begun to see that marketing of information products and services is
essential to improve user satisfaction and promote the use of services by current and potential users[7].
Marketing takes service from the library to the customer. It involves market research, analyzing programs and
services, setting goals and objectives, and using persuasive communication.[8].
Marketing in Academic Libraries
The concept of marketing has been transferred from business  to public service organizations. Since 1970, it has
been seen that marketing principles can be applied to non-profit organizations[9].
In recent years,marketing has been important for reasons like self protection, the existence ofcompetitors, an
increase in customers' expectations, and wide access to information.
Kotler and Fox[10] provide the following definition of marketing in relation to higher education:
"Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed to
bring about voluntary exchanges of values with target markets to achieve institutional objectives".
Dodsworth[11] believes that the changes in society have lead to creation of opportunities and threats for
libraries. Other surveys that show a majority of people using search engines in preference to library resources
has beenthe cause of  alarm among librarians who see libraries in danger of losing their place as an information
provider[12].
Academic libraries have found that users are unsatisfied with their collections and are at the same time unaware
of library programs and services.
Williams[13] believes academic libraries spend millions of dollars a year on electronic resources, yet many of
them are underused and unknown to users.
Ewers and Austen[14] claim that if libraries want to be client-oriented, they should understand their clients' 
needs, their environment, their resources and strengths, and the social factors that influence users. Libraries
should also identify their strength as a competitive business, employ and train staff in client relations and
marketing[15].
Marketing  is useful to university libraries to improve their image and to attract more users. Marketing helps 
librarians improve their reputation within their organizations and as a profession within society[16].
Schmidt[17] believes the products and services provided by libraries have changed considerably, due to
changes in education, the impact of technology, new methods for information provision, and declining
budgets[18].
University libraries in the digital age are eager to be current in information technology and tools for conducting
research and providing current information. This has led them to focus on marketing their services[19].
Marketing in libraries can lead to a better understanding of users and their requirements. Effective marketing
can increase the use of services, can help train customers and non-customers, can change user perceptions
and ideas, and promote the reputation of the library and its staff[20]
In such environments, libraries must identify the requirements of their users. This puts the customer at the
center of library activities[21].
Academic Library Clientele
Consumer loyalty is essential for service organizations. In order to achieve it, many organizations try to go
beyond customer expectations. Libraries must categorize their customers to provide each group with its desired
and required services. Information technology, including the use of websites, can help provide better service.
Academic library users need the resources that the library provides. It is up to the library to make sure the
resources are findable and usable. If they are not, the library has wasted funds and the users are discontented.
User expectations will be higher when libraries use websites and electronic resources, which provide:
24/7 access
high speed
high quality
The Role of the Library Website
Users have less reason to visit the library, since they can access resources without going to the library. How
can librarians interact with users and guide them, when a majority of users does not go to the library? How can
users be sure they are accessing high-quality information? Fialkoff [12] says that librarians are poor at
marketing and still have not figured out how to tell people what librarieshave to offer in a way that resonates.
Attracting attention to a virtual environment is difficulty, because there is no mutual communication between
users and librarians. The only way to attract users' attention and trust is through words, sentences, pictures,
pages, information, timely responses to emails, moderating the delivery process, and emergency delivery.
Lancaster talked about a paperless society several decades ago. In today's electronic environment, the value of
having access to information is greater than having access to physical space. This brings up two important
issues: the diverse needs of academic users for library resources and the importance of user awareness of
library resources. Timeliness and accuracy are also important. One of the tools in achieving these things is the
library website.
As libraries shift  services to the Internet, the library website becomes a service in its own right. It becomes an
importanttool in marketing other products of the library[22]. Websites are a key way to advertise. This principle
should be applied to market electronic resources from the library's homepage[23] Academic librarians can help
cater to the needs of different groups in the academic community, including students, teachers, and research
scholars[24] Libraries do not work in isolation. They collaborate with consortia, vendors, other libraries, and their
users. In academic libraries, it is possible to design a website with the help of advanced technologies and
computers which can be a powerful marketing tool. However, libraries must be familiar with their customers and
know their needs in advance.
A user comes to a physical library where the material is openly and clearly displayed with good signs and items
are easy to find. This user sees a librarian and asks questions. A website cannot interact with users as easily. 
An effective website can lead to mutual satisfaction in for customer and librarian:
A: The benefits of marketing to library users
1. Convenience
2. Ability to control information and technology
3. Increased ability to select information
4. Increased ability to analyze
5. Increased time of access
6. Increased sense of certainty
7. Decreased human error
8. Decreased need for interaction
B:The benefits of marketing for specialist (librarians)
1. Facilitating tasks
2. Saving time and reducing communication gap
3. Diminished time to reply
4. Fulfilling  individual requests
5. Offering services at any time
6. Ability to perform several tasks simultaneously
7. Creating positive image of library in people's minds
Thus, marketing helps ensure that users:
Know what information exists
Know how this information will look in the interface
Know where to find this information on the site and on the page,
Know how to use  information
Use website as a navigator for all users.
Finally, academic libraries can use the website to help fulfill  Ranganathan's laws. According to Crawford and
Gorman[25] these five laws can be adapted to the present and future libraries:
Libraries serve humanity
Respect all forms by which knowledge is communicated
Use technology intelligently to enhance service
Protect free access to knowledge; and
Honor the past and create the future
References
1. Susan M.Ryan. "Library web Site administration: A Strategic Planning Model for the Smaller Academic
library," Journal Academic Librarianship 29(4) (Jul2003):207.218
2. J M.Welch,"The Electronic Welcome Mat: The Academic Library Web Site as a Marketing and Public
Relations Tool", Journal of Academic Librarianship, 31(3)(2005):225.228 
3. Philip Kotler,"Marketing for non-profit organization(Ed2,New Delhi: Prentice-Hall of India, 1985).
4. H Folk,"The impact of computers on book and journal publications (In the Economics of library automation:
Proceedings of the 1976 clinic on library applications of data processing. edited by J.L. Divilbiss. University of
Illinois, Graduate School of Library Science, 1976).
5. F.W.Lancaster, " Whither libraries? Or, wither libraries", College and Research Libraries, 39(1978):345.356.
6. Amritpal Kaur& Rani Sarita," Marketing of information services and products in university libraries of Punjab
and Chandigarh (India): An attitudinal assessment of library professionals", LibraryManagement, 9(6/7)
(2008):515.537
7. Joseph Jestin, " Marketing of Information Products and Services for Libraries in India",Library Philosophy and
Practice,50(11)(2002), Available:http://www.webpages.uidaho.edu/~mbolin/jestin2.PDF
8. S.Walters, Library marketing that works! (New York,London: Neal-Schuman,2004)
9. Samuel Olu Adeyoyin," Strategic planning for marketing library services". Library Management, 26(8/9)
(2005):494.507.
10. P.Kotler & K.A. Fox," Strategic Marketing for Educational Institutions," (Prentice-Hall, Englewood Cliffs, NJ,
1995).
11. Elle Dodsworth,"Information Polices Marketing academic libraries: a case necessary plan,"Journal of
Academic librarianship, 24(4)(July1998):320-322
12. F. Fialkoff, "What's so bad about books?," Library Journal, 131 (1)(2006):8.
13. Lesley Williams,"Making 'E' Visible," Library Journal,131.11 (2006): 40-43.
14. B. Ewers, & G.Austen, "Market Orientation: A Framework for Australian University Library Management",
2004 URL (consulted January2007): http://eprints.qut.edu.au/archive/00000469/01/E wers_Market.PDF
15.Noa Aharony, "Librarians' attitudes towards marketing library services", 2009, Available: 
http://lis.sagepub.com/cgi/reprint/41/1/39.pdf
16. G.C. Kendadamath, "Marketing of library & information Services, Available:
http://www.bhu.ac.in/InstituteofAgriculturalSciencesBHU/EXTENSION_EDUCATION/Winter%20School/WS_13.pdf
ICES
17. Janine Schmidt, "Marketing Library and Information Services in Australian Academic Libraries," (2004)
Available: http://www.library.uq.edu.au/papers/marketing_library_and_info_services.pdf
18. Janine Schmidt," Unlocking the Library: Marketing Library Services" (2004). Available:
http://www.library.uq.edu.au/papers/unlocking_the_library.pdf
19. Wu,Mu-Chen, "A Study for University Library Marketing Indicators Model in Digital Age," The Business
Review, Cambridge ,10,(1)(2008).
20. M.Steadley, Marketing: The power of 10, (UI Current LIS Clips: Library and Information Services Marketing,
(2003). Available: http://www.lis.uiuc.edu/clips/2003_09.html
21. Dinesh K Gupta, "What is marketing in libraries? Concepts,orientations,and practices", Information Outlook,
6(11)(2002).
22. S. Ravichandran & Babu,"Marketing of Library and Information Services (2008), Available:
http://www.indianmba.com/Faculty_Column/FC867/fc867.html
23. Jennifer C. Castaldo, "Marketing Electronic Resources from the Academic Library Home Page, A master
paper for the M.S in L.S .degree, Advisor Diana Kelly, 2008. Available:
http://etd.ils.unc.edu/dspace/bitstream/1901/468/1/masterspaperfinal.pdf
24. G. C. Kendadamath, MARKETING OF Library & Information Services, Available:
http://www.bhu.ac.in/InstituteofAgriculturalSciencesBHU/EXTENSION_EDUCATION/Winter%20School/WS_13.pdf
25. Crawford, W., & Gorman, M. Future libraries: dreams, madness & reality. (Chicago and London, American
Library Association, 1995).


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Academic Library Websites as Marketing Tools

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