Marketing of Library and Information Services in University Libraries: A Case Study of University of Malaya Central Library, Kuala Lumpur, Malaysia

Year 2019, Volume: 13, 50 - 59, 31.08.2019

Siti Juryiah Mohd Khalıd

Abstract

Marketing
and promotion play a very vital role in creating awareness for library and
information products and services. This topic discusses the importance of
marketing and promotion in academic libraries with particular reference to
Central Library, University of Malaya, Kuala Lumpur. University libraries are
established to provide information resources and services in order to support
the purpose of the university. There are two research questions of the study. What
are the types of information resources that are available in the Central
Library? and the other one is what are the marketing strategies used by the
Central Library. The objectives of the study are to identify the available
information resources and services in the Central Library and to unveil the
strategies used by Central Library in marketing its resources and services. The
reports included marketing strategies employed by Central Library in promoting
and attracting more library clientele as well as keeping them for long in the
library. The paper concludes by advising librarians to promote their libraries
through exhibitions and displays, publicity and public relations.  

Keywords

Marketing, Education, Promotion, University libraries, Information services, Library services

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