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Role of IFLA in Marketing Initiatives in Library and Information Services
Abstract
Traditionally, the thrust of library and information managers was on managing in-house technical operations of the libraries without taking much consideration of the outside world. However, during the last two-three decades there have been many changes in library's overall external environment that have affected the internal environment and management of libraries and their services to a great extent. Earlier, more emphasis was on developing the libraries for the future rather than meeting the present information needs of users, but now users are more demanding; they have higher expectations from libraries, and they compare value/benefits received every time in comparison to efforts they have put into getting the desired information/information service(s)/product(s). As such, the interest of information professionals in marketing library services has been rising. Marketing can simply be defined as an approach that integrates external environment and internal environment in understanding and satisfying customer needs. In service organizations, management and marketing integrates and good service are not different from good marketing efforts. In other words, in-service set up marketing is the state of mind and management is a way forward to actions. The creation of Section on Management and Marketing in IFLA at the international level signifies such importance and integration of management and marketing in recent times. Rejean Savard (2006) describes the history of the Section and reviews its activities in the initial years. The chapter emphasizes recent activities and contributions of the IFLA Section on Management and Marketing Section in encouraging good marketing efforts in libraries the world over.
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