Marketing library and information services - NOPR

Annals of Library and Information Studies GUPTA & JAIN : MARKETING LIBRARY AND INFORMATION SERVICES Vol. 56, December 2009, pp. 217-226

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Marketing library and information services: a study of periodical literature Dinesh K. Gupta1 and Abhinandan K. Jain2 1

Associate Professor & Head, Department of Library and Information Science, Vardhaman Mahaveer Open University, Kota, Rajasthan, Email: [email protected] 2 Professor of Marketing, Indian Institute of Management, Ahmedabad, Email: [email protected]

The study covers 125 articles on marketing of library and information services during the period 1980-2008 mainly covering literature published in India, literature published by Indian authors in foreign publications, and literature published by foreign authors on India. Growth of literature year-wise has been shown; prominent authors, productive journals have been identified.

Introduction There are a number of Library and Information Science (LIS) journals available worldwide on the various aspects of library and information science. However, there is no journal exclusively on library marketing although a significant number of LIS journals cover articles on marketing. Many LIS journals have also brought out special issues on marketing and related aspects from time to time. Such journals that have brought out special issues in the past includes, Catholic Library World, Library Journal, Illinois Libraries, Journal of Library Administration, ASLIB Information, Library Trends, Computers in Libraries, Kirjastolehti, NLA Quarterly, Information Outlook, PNLA Quarterly, SCONUL Focus, DESIDOC Bulletin of Information Technology, Acquisition Librarians, Information and Library Manager, College and Undergraduate Libraries, EBIB Bulletin, Mississippi Libraries, Colorado Libraries, etc,. In India, about 50 LIS journals began being brought out since 1930s. However, only about half the number has survived by 2009. Marketing is an area which emerged in Indian LIS literature in 1980s. Many periodical publications have published articles on this new area of practice and research. Looking at the rising interest of professionals in this area, a database of the Indian LIS marketing literature was created at the Indian Institute of Management, Ahmedabad. This database covered annotated bibliographical information (1980-2003) on the Indian sources such as journals, books, festschrifts,

monographs, seminar and conference papers, etc. A total of bibliographical items were covered in which included 56 articles. Objectives of the study •

To compile a bibliography on ‘Marketing of Library Services’ published in Indian periodicals and published abroad by Indian authors;

•

To know the growth of periodical literature on the subject and identify major outlets from India;

•

To know authorship pattern and collaborations among contributors; and

•

To find the changing pattern of the topics covered in the literature and emergence of the concept of marketing of library services over time and across types of journals.

Methodology Bibliographical details of the articles published during the period 1980 to 2003 were obtained from the database created by the Indian Institute of Management, Ahmedabad. For the period 2004-2008, the database Library, Information Science and Technology Abstracts (LISTA) (http://www.libraryresearch.com) was searched with the keyword ‘marketing’. The bibliographical details were browsed and relevant details noted. Searches were made in the LISTA database covering the period 20042008 with key term ‘Marketing’ and the retrieved records were browsed to select relevant articles. Further, most Indian journals during the period were scanned to identify relevant articles. In addition to the bibliographical details, most the articles were also obtained from various sources.

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Scope and methodology The articles published in Indian LIS Journals are primary area of the work. However, an effort has also been made to cover periodical literature published by Indians in foreign countries and published by foreign professionals in Indian journals.

Items identified through searches and published in various journals can be categorized in to different types as given in the Table 1. The book reviews and editorial introduction/ guest editorial of less than three pages have not been included in the study. A bibliography published in DESIDOC Bulletin of Information Technology in 1998 has also been excluded. An article written by an author from Iran and published in LIBRI has been included as it deals with some aspect of marketing at the Indian Institute of Science Library at Bangalore. In all 92.5% of the literature, i.e., 125 papers on the subject are covered in

the study and the details of the 125 papers arranged chronologically are appended as a bibliography. A database of 125 items was created in the Microsoft Access 2007 covering the fields such as serial number, name of the author, title, name of periodical, year of publication, volume and issue number, number of pages, number of citations, authorship pattern and key word. Analysis and discussion Data obtained through the database are analyzed using uni-variate and bi-variate analysis. The Uni-variate analysis has been used to analyze the (i) growth of literature, over years, (ii) types of journals in which published, (iii) authorship pattern, (iv) size of papers, and (v) topics covered. Changes in the topics covered are also analyzed temporally (bi-variate analysis). The following sub-sections also provide the interpretation of the analysis. Year-wise growth of literature

Table 1 –– Item-wise distribution

Type of items

No.

Percentage

Editorial introduction Book reviews Short communication Journal Articles Total

04 04 02 125 135

3.0 3.0 1.5 92.5 100

Table 2 gives a picture of the year-wise growth of the literature on the subject. It reveals that the first paper having marketing term in the title was published in 1980. Thereafter, papers have been published over the years and the total reached 125 in 2008. Publication of about half of the literature took 18 years in the beginning and the remaining half was published in 10 years. The study shows that the highest number of papers (14, that is more

Table 2 –– Year-wise growth of literature Year

No. of articles

Cumulative No.

Year

1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994

01 01 02 02 01 03 01 04 01 04 03 04 08

01 01 02 04 06 07 10 10 11 15 16 20 23 27 35

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

No. of articles 11 03 03 14 07 03 03 11 03 06 03 05 11 07

Cumulative no.

46 49 51 66 73 76 79 90 93 99 102 107 118 125

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Table 3 –– Ranking of journals by number of papers published Name of journal DESIDOC Bulletin of Information Technology SRELS Journal (Lib. Sc. Included) IASLIC Bulletin ILA Bulletin Annals of Library and Information Studies Herald of Library Science Journal of Library and Information Science Library Herald Total

No. of articles

Ranking

Percentage

20

1

16

16 11 08 06

2 3 4 5

12 8.8 6.4 4.8

06 06

5 5

4.8 4.8

05 78

6

4.0 62.4

than 10% of total papers) were published in 1998 followed by 11 papers each in 1995, 2002 and 2007. If further analyzed, it can be visualized that about one-third of papers were published in these four years only. The possible reasons for this sudden growth in the above four years are identified as below: •

•

•

In 1994, a national level study supported by IRDC began at IIM, Ahmedabad. A series of workshops and discussion took place that resulted in increasing interest of professionals and that led to greater number of publications in the successive year, i.e., 1995. In 1998 and 2002, DESIDOC Bulletin of Information Technology brought out special issues on LIS marketing and articles published in these special issues of the journal led to increase in number of publications in these years. In 2006, an international review was published and brought out be IFLA. This review was led by an Indian author who attracted attention of the Indian colleagues towards this important area and more publications in the successive year, i.e., 2007.

Only one article each year was published in 1980, 1982, 1985 and 1990 respectively and no article was published in the years 1981 and 1987. In rest of the years, the number of papers published fluctuated between two and nine.

Table 4 –– Authorship pattern Number of authors

No. of papers

Single 79 Double 38 Three and More 08 Total 125 Authors with two or more papers

Percentage 63.2 30.4 6.4 100

Table 5 –– Authors with two or more p.apers Authors With two article Authors with three articles Authors with three and more articles Total

No of authors

Overall percentage

16 06

12.8 4.8

05 27

4.0 21.6

Scatter of articles

The 125 identified papers were published in 38 journals. Of these, 23 were Indian and 15 foreign journals. Indian journals accounted for 104 articles while 21 articles were published in the 15 foreign journals. The articles covered in foreign journals were: 3 in Library Philosophy and Practice and 2 each in Library Management, Electronic Journal of Academic and Special Librarianship, Information Outlook and Malaysian Journal of Library and Information Science. Remaining 10 journals published one article each. It is also found that three journals did not belong to library and information science domain and had published 5 papers; of these, the University News alone published three articles. The journals which brought out five or more articles are presented in the Table 3.

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Table 6 –– Authors with three and more papers Authors

No. of papers

Amritpal Kaur Dinesh K. Gupta Debal C. Kar K. Manjunath Rama K. Patnaik Roshan Raina Sarita Rani P.C. Shah M.S. Sridhar D. Shivlingaiah Ashok Jambhekar

04 10 03 03 04 03 04 04 03 03 03

As single author 07 01 03 03 03 03 -

As joint author

In India

International

04 03 02 03 01 04 01 03 03

02 06 01 03 03 03 02 04 03 03 02

02 04 02 01 02 01

Table 7 –– Length of the papers Authorship pattern

This has been analysed in terms of (i) number of papers written by one, two and three or more authors, (ii) number of authors who had written one, two, and three or more articles, and (iii) individual authors contributing higher number of articles. Papers by one or more authors

Authorship pattern of articles is depicted in the Table 4 which shows the predominance of single authorship over the joint authorship as about 63% of the total publications were by single author and about 30% were two author collaborations. Three and more authors contributed only about 6%. Only one paper is found to be written by more than three authors (five authors). When looked at the collaborations between Indian and international authors, it is found that only one article is published jointly. Authors with two or more papers

Table 5 presents number the authors with two or more papers. The table also shows the number of articles in each category. Contribution of individual authors

A total of 137 individual authors have contributed the 125 articles. Table 5 shows that authors who have contributed two or more papers were 27 (single/joint included).The number of authors contributing two, three and more than three papers are 16, 06 and 05 respectively. Those contributing one article (individually or joint) were

Page 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

No. of papers

Cumulative

%

8 17 13 17 12 14 7 7 5 5 3 10 03 1 1 1 1

8 25 38 55 67 81 88 95 100 105 108 118 121 122

6.4 13.6 10.4 13.6 9.6 11.2 5.6 5.6 4.0 4.0 2.4 8.0 2.4 .8

123 124 125

.8 .8 .8

134. Table 6 presents the individual authors with three and more papers. This table reveals that there are 11 authors who have contributed more than three articles either as single or joint author. With regard to authors from foreign countries, it was found that 12 individuals contributed 9 papers in Indian journals. One paper was published by the authors from

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Table 8 –– Thematic distribution of literature Theme

Key themes, as reflected in the literature

No. of papers

Percentage of total outputs

Marketing Concepts

Concept, need, relevance, barriers, difficulties, attitude, categories of marketing, approaches, etc. Environmental analysis, market research, information marketing, external users, nonusers, etc. Customer preference, research, user expectations, user satisfaction, etc. Product, price, place, promotion, packaging, etc. Customer service, service quality, measuring service quality, etc. Website, Consortia,e-mail,etc.

36

28.8

09

7.2

09

7.2

29

23.2

04

3.2

03

2.4

17

13.6

02

1.6

03

2.4

13

10.4

Market Analysis

Customer Behavior and Satisfaction Marketing Mix Service Quality Technology supported Marketing Marketing in different type of Libraries Marketing Education for Librarians Analysis of Literature Miscellaneous

Public, Academic, Special libraries in general and individual and in groups Need for Marketing education, curriculum Literature analysis, bibliographies, key publications, Fee vs free services, cost and value, generation of resources, self sufficiency, retail information management, etc.

the USA, UK, and India in IFLA Journal. A paper published in LIBRI was contributed by author from Iran deals with the price and value of electronic journals at the IISc, Bangalore. If combined together, 11 papers by 15 authors from foreign countries are found to be associated with this study.

Topic analysis There are several topics under the broad area of marketing of library services. From an analysis of the articles, 10 topics were identified, although many of the articles can be categorized under more than one topic. Table 8 shows the distribution of papers under the 10 topics.

Length of papers

Though the length of publication does not necessarily demonstrate the quality of research, but often reveals the patience of the researcher along with comprehensive and elaborate efforts made by the author(s) on a specific piece of research carried out on the subject. The data pertaining to the length of papers is presented in Table 7. The above table reveals that distribution of length of papers on the subject is wide. Maximum number of papers are of either 4 pages or 6 pages (13.6 each %), followed by 8 pages (11.2%), 5 pages (10.4%) and 7 pages (9.6%). A large majority (58.4%) of the publications is fall in the 4 to 8 pages group.

Table 8 reveals that about 29% of the papers are covered in the general theme of marketing concept. This was followed by the categories of “marketing mix” (23%) and “marketing in different types of libraries” (14%). The ‘miscellaneous’ category covers the articles which do not fit in other categories. There have been large number of papers which deal with conceptual and opinion type of articles. Some articles are exploratory, descriptive and focusing on particular type of libraries and information centers. Some papers explore marketing practices adopted in a particular library, e.g. Institute of Armament Technology, Structural Engineering Research Centre, National Institute of Science Communication and Information Resources, University of Mysore,

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Table 9 –– Emergence of marketing themes in cluster of years 1980-1984

1985-1989

1990-1994

1995-1999

2000-2004

2005-2008

Not-for-Profit marketing

Marketing of govt. documents Marketing difficulties Public relations

Curriculum for marketing

Privatisation

Customer research

Marketing research User satisfaction

Understanding users Commercial information services Packaging

Promotion

Marketing of indigenous products Self-sufficiency

Pricing and Charging Impact of copy right on marketing

Communication Marketing of development information Pricing of SDI services Non-use and Nonusers Customer preferences Technology information products Cost, value and pricing

Tradable Govt. information Marketing through consortia Information market in India Free vs fee based services Marketing mix

Publicity

Relationship marketing

User satisfaction

Pricing models

Pricing and value of ejournals Measuring service quality Strategic marketing

Barriers to marketing Customerfocused marketing Social marketing User expectations Customer service

e-mail marketing Database products Marketing education Service Service quality production and delivery Generation of Free Internet revenue sources and services Information super Image analysis market User focus

TEXINCON, Indian Toxicological Research Centre, Defence Research Development Organization, GND University Library, National Institute of Science Technology and Development Studies, University of Goa, British Council Library, Indian Institute of Science Library, International Crop Research Institute for SemiArid Tropics, National Institute for Rural Development, etc. Further, new marketing concepts were identified with the year of publication and then were grouped on the

Customized user based services Social Science information marketing Analysis of marketing literature Awareness and use Retail info. Management External users

Measuring user satisfaction Visibility through website Marketing future libraries

five year intervals to give a sense of chronological progression of researches in library marketing. Table 9 presents the emergence of the newer concepts in the literature over the years. This table reveals that the concept of LIS marketing began with the emergence of concept of not-for-profit marketing propagated by Philip Kotler. Present day library and information service marketing is much broader and flexible and present day librarians are thinking of how information services and products marketing will be in


the future. The above Table 9 shows increasing range of topics over the years. The period 2005 to 2008 includes a wide variety of topics covering strategic marketing, marketing top specific clients (segments), pricing, promotion (including use of web) and customer satisfaction.

8.

Conclusion

11.

In reviewing the literature on marketing of library and information services from 1980 to 2008, a total number of 125 articles were uncovered from 38 journals. It can be found that the first paper on LIS marketing was published in 1980. DESIDOC Bulletin of Information Technology was the top source for the articles with 20 papers. In all, 137 individual authors contributed the papers on various themes such as: marketing concept, market analysis, customer satisfaction and behavior, marketing mix, service quality, technology supported marketing, marketing in different types of libraries, marketing education for librarians, analysis of literature, etc. More than one-fourth of the papers were published only on conceptual framework of LIS marketing. The research also indicates that the coverage of topics in the recent past is quite varied. The analysis seems to indicate two trends: (i) libraries are facing serious competition from commercial information services providers which essentially use the resources available from libraries and analyse and repackage the same for customised use by the clients and (ii) online resources are emerging in a big way that will question the role and form of libraries in future.

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