Marketing of Library and Information Services

Abstract

This study examines the marketing of library and information services as a key approach to improving the performance of libraries and information centers and strengthening their relationship with users. It presents the basic concepts of marketing and its relevance to non-profit services, then discusses its application within the library environment through identifying user needs, planning services, improving communication and promotion methods, and enhancing the library’s public image. The study emphasizes that marketing in libraries does not simply mean the commercial sale of services; rather, it involves making users aware of available services, facilitating access to them, and building a continuous relationship between the library and its community. It also discusses major tools for marketing information services, including current awareness, selective dissemination of information, indexing, abstracting, bibliographies, photocopying, lending, and interlibrary cooperation, in addition to the role of modern technologies and electronic communication in expanding service delivery. The study highlights several challenges facing the marketing of library services, particularly in the Arab context, such as weak marketing awareness, limited resources, insufficient promotion, and the need for staff training. It concludes by stressing the importance of adopting clear marketing policies based on user studies, service development, and effective communication channels in order to increase the use and impact of libraries and information centers.