Transcript Marketing of e-Resources in an Indian University:

Marketing of e -Resources in
an Indian University:
A case study of Mangalore University
Dr. A. K. BARADOL
Professor,
Dept. of Library and Information Science,
Mangalore University
GOPAKUMAR.V
UGC Research Scholar
Dept. of Library and Information Science,
Mangalore University
What marketing is?




Public relation activity to promote
products and services
Every field of human activity needs
public relations
Even the modern governments
thrive on their marketing skills.
Marketing assures that the names
are reaching the ultimate clientele
Why marketing for libraries ?

Patrons come to know about the
products and services of the library

Enhances the use of the products
and services

Ultimately leads to the satisfaction
of the library patrons
Hence Library and its services and products
need to be marketed
Marketing : The Indian school of thought
The third law of Library science
promulgated by Dr. S. R. Ranganathan
“ Every book it’s reader”
points towards the need for a marketing
strategy for the libraries
Five laws of Library Science
Strategies adopted so far……
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Library orientation
Recent additions lists
Conducting of seminars and
conferences / exhibitions
Why rethinking on marketing ?
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Addition of e-resources
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Availability of technology to reach
the patrons quickly and easily
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Increased number of clientele
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Increased availability of resources
in multifarious forms…..
Marketing of e -Resources in an Indian University:
The case study of Mangalore university library
Objectives of the study

To understand the usage of Internet by faculty and research
scholars of Mangalore University
 To know the channels available through which the knowledge
about the e-journals is made available to all potential users.
 To know the different programmes implemented by the Mangalore
University library to bring e-journals to the notice of the users.
Methodology
Case study approach
based on a structured questionnaire
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Response rate
Questionnaire distributed =
Responses received
=
Percentage of response =
182
99
54%
Use of Internet
Number of persons using Internet
Category
Using
Not using
Faculty members
Research Scholars
72
26
1
0
Total
98
1
N=99
Periodicity of Internet use
Periodicity of Internet use of faculty members
6
01
10
44
12
Daily
Once in 2 days
Once in a w eek
Occas- ionally
Any other
Not using
Chart 2 . Periodicity of Internet usage : research scholars
3
0
4
14
5
Daily
Once in 2 days
Once in a w eek
Occas- ionally
Any other
Not using
Place of accessing the net
Place of accessing the net
N = 99
Category
Faculty
members
Research
Scholars
Total
N=99
University
Library
University
Cyber
Centre
At the
Department
At
Home
Any
other
Not
using
44
12
10
6
0
1
14
5
4
3
0
0
58
17
14
9
0
1
E-Resources - Infonet

UGC is making alliances with
publishers for adapting a consortiabased approach for subscription of
journals called Infonet scheme.
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The e-resources available in the
university library are the e-journals
that are available through the UGC
Infonet e-journals consortium
Awareness of Infonet e-journals consortium
Awareness of Infonet e-journals consortium
Category
Aware
Unaware
Faculty members
67
6
Research Scholars
20
6
Total
87
12
N = 99
Source of awareness of
Infonet e-journals consortium
Source of awareness of Infonet e-journals consortium
Library Notices
Library
Publications
E-mail
alerts
From a
friend
Any
othe
r
Don’t
know
Faculty
members
48
5
4
16
3
6
Research
Scholars
9
0
1
10
3
6
Total
57
5
5
26
6
12
Category
N = 99
Notices from the library regarding new additions
to the collection
Do you get notices from the library informing the addition
of new e-journals ?
Category
Yes
No
Faculty members
35
38
Research Scholars
7
19
Total
42
57
N = 99
Printed notices sent to the users
70
60
64
50
40
30
20
10
25
9
1
0
Yes
Faculty members
No
Research Scholars
e-mail alerts
Personalised services from the library: e-mail alerts
Category
Yes
No
Faculty members
3
70
Research Scholars
0
26
Total
3
96
N = 99
Should library follow a proactive
marketing strategy?
100
80
25
60
40
66
20
1
7
0
Yes
Faculty members
No
Research Scholars
Findings and conclusion

Majority of the faculty members and research scholars
are aware of the availability of e-resources in
Mangalore University
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The marketing measures undertaken by the Mangalore
University library are adequate and useful but some
more efforts and aggressive marketing is required.
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Personalized marketing of e-resources is not done by
the library
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Marketing of e-resources over the LAN of Mangalore
University through e-mails is not conducted
Model for marketing of e-resources
in a University Library system
Remote users
Campus users
Thank you
Dr. S.R. Ranganathan’s
Five Laws of Library Science
1.
2.
3.
4.
5.
Books are for use
Every reader his/her book
Every book it’s reader
Save the time of the reader / staff
Library is a growing organism