Marketing and promoting library and information services : The Sarawak experience

Abstract

Library and Information services (LIS) marketing is a societal marketing that involves the extended marketing mix of Price, Product, Promotion, Place, People, Physical Evidence and Process. Undeniably, marketing is crucial for LIS because of competitions from other information providers; the need to remain relevant in the society; to promote the library corporate image; the rising expectations from users; of survival; and libraries are valuable community resources. However, marketing LIS faces some certain difficulties such as old models of thinking; fear and humility; lack of training; confusion; and passive stand in service provision on the part of the librarians or libraries. Pustaka Negeri Sarawak (Pustaka) uses tools such as the extended marketing mix, PEST, SMART and SWOT in developing its marketing plans. Major promotional programmes of significant success implemented by Pustaka include customer days or open days; exhibitions; membership drives; outreach programmes; knowledge camps; conferences, seminars and workshops; web advertising; national, regional and international collaborations and smart partnerships.