Abstract:
Universities have been oases of intellectuals for centuries. Since the Library constitutes
the heart of a university and supplies its life-blood, it is worth looking at why they need
to engage in marketing and how systematic application of the marketing concept can
benefit them.
Marketing is a customer-centered approach. Historically, both the study and practice of
marketing have focused on manufacturing goods. Later, as service companies recognized
the value of this vital management tool, many services industries were quick to
incorporate marketing into their overall managerial plans.
Soon marketing started to gain importance in libraries across the world. As the
environment became competitive and libraries of all sorts were competing for funds, it is
ot surprising that libraries in some advanced economies turned towards marketing; soon
followed by many in developing countries.
contrast, Sri Lankan university libraries haven't put any effort to inject marketing
concepts. It was felt that they are far behind their Asian counterparts when it comes to
showing their entxepreneurship.
The study aimed to conduct a comparative study of marketing practices in academic
ibraries in three Asian neighbors and compare them with those practiced in Sri Lanka.
pThis is done with a view to draw attention to local university libraries.
The study also examined how by injecting marketing techniques, libraries can improve
their services, be more user-oriented and achieve customer satisfaction. It is stronglysuggested
that it is as important for library staff to market themselves as the services they
offer or libraries they work for. A greater variety of new services such as IT based
services, services to externa! users and fee-based services for potential users need to be
introduced.
