Marketing of Library and Information Services and Products in University Libraries: A Case Study of Goa University Library

Indian universities are facing issues such as budget cuts, increased publication costs, and money devaluation,and coping with ever-increasing information requirements of readers. There is an urgent need for the libraries and information centers to provide better library and information services. Libraries and librarians in Indian universities are forced to adopt marketing tools to become more competent and alert. This paper describes the marketing of library services and products with particular reference to Goa University Library. There is discussion of marketing concepts, on the investigation of potential markets, planning, targeted services to accurate market segments, and identification of competitive advantages