Marketing Services of Libraries and Information Centers

Abstract

This study examines the marketing of library and information center services as an essential approach to increasing the use of information institutions and strengthening their relationship with users. It presents the basic concepts of marketing in the library environment, emphasizing that marketing is not limited to advertising or promotion, but includes identifying user needs, planning services, improving communication channels, and increasing awareness of available services. The study also discusses the status of library and information services, methods of developing and evaluating them, and the importance of using data and statistics to understand patterns of use and user behavior. It highlights the role of modern technologies and electronic marketing in expanding access to information services, as well as the need for staff training and improved interaction with users. The article is supported by analytical discussion, tables, and data on libraries and their services, with clear attention to libraries in the United Arab Emirates, particularly public libraries and Sharjah Public Library. It concludes that the success of libraries and information centers depends on adopting a conscious marketing policy based on user knowledge, service development, performance evaluation, and continuous engagement with beneficiaries.