marketing of e -resources in an indian university: a case study of mangalore university dr. a. k....
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Marketing of e -Resources in an Indian University:
A case study of Mangalore University
Dr. A. K. BARADOLProfessor,
Dept. of Library and Information Science, Mangalore University
GOPAKUMAR.VUGC 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 ScienceFive laws of Library Science
Strategies adopted so far……
Library orientation Recent additions lists Conducting of seminars and
conferences / exhibitions
Why rethinking on marketing ?
Addition of e-resources
Availability of technology to reach the patrons quickly and easily
Increased number of clientele
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
Response rate
Questionnaire distributed = 182
Responses received = 99
Percentage of response = 54%
Use of Internet
Number of persons using Internet
Category Using Not using
Faculty members 72 1
Research Scholars 26 0
Total 98 1 N=99
Periodicity of Internet use
Chart 2 . Periodicity of Internet usage : research scholars
14
5
4
3 00
Daily Once in 2 days Once in a w eek
Occas- ionally Any other Not using
Periodicity of Internet use of faculty members
4412
10
6 01
Daily Once in 2 days Once in a w eek
Occas- ionally Any other Not using
Place of accessing the net
N = 99
Place of accessing the net
CategoryUniversity
Library
University Cyber Centre
At the Department
At Home
Any other
Not using
Faculty members
44 12 10 6 0 1
Research Scholars
14 5 4 3 0 0
Total 58 17 14 9 0 1
N=99
E-Resources - Infonet
UGC is making alliances with publishers for adapting a consortia-based approach for subscription of journals called Infonet scheme.
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
Category Library NoticesLibrary
PublicationsE-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
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
9 1
64
25
0
10
20
30
40
50
60
70
Yes No
Faculty members 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?
66
25
71
0
20
40
60
80
100
Yes No
Faculty members Research Scholars
Findings and conclusion
Majority of the faculty members and research scholars are aware of the availability of e-resources in Mangalore University
The marketing measures undertaken by the Mangalore University library are adequate and useful but some more efforts and aggressive marketing is required.
Personalized marketing of e-resources is not done by the library
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’sFive Laws of Library Science
1. Books are for use
2. Every reader his/her book
3. Every book it’s reader
4. Save the time of the reader / staff
5. Library is a growing organism