Challenges in the library marketing effort in a knowledge society

• Main Author: Che Rosnah, Ngah
• Format: Article
• Language: English
• Published: University of Malaya Library 2008
• Subjects: Libraries
• Online Access: http://eprints.um.edu.my/9009/1/KA26%282%292008-A2.pdf; http://eprints.um.edu.my/9009/; http://www.umlib.um.edu.my

This paper outlines the challenges in the marketing effort that libraries are facing nowadays. Regardless of library categories, the marketing initiative needs to be considered with great care. The library is known to be a central avenue where information and knowledge are housed which later can be retrieved and disseminated for fair use. It is unsatisfactory if the assembled resources could not be used when needed; not because of inadequate information but because it is not made known to the interested community. Although people know what a library normally possess, the knowledge has never been extensive in providing matched and timely information. The library professional personnel who are librarians or knowledge workers, are therefore responsible for promoting and informing the library patrons. This can only be done via marketing initiatives not only to inform but to educate and encourage patrons to use the library effectively. Challenges in the library marketing process and suggestions to reduce the information gap using mind set change, strategic planning, business process reengineering approach, and leadership development are discussed.