Marketing of e -Resources in an Indian University: A case study of Mangalore University Dr. A. K. BARADOL Professor, Dept. of Library and Information Science, Mangalore University GOPAKUMAR.V UGC Research Scholar Dept. of Library and Information Science, Mangalore University

What marketing is? Public relation activity to promote products and services Every field of human activity needs public relations Even the modern governments thrive on their marketing skills. Marketing assures that the names are reaching the ultimate clientele

Why marketing for libraries ? Patrons come to know about the products and services of the library Enhances the use of the products and services Ultimately leads to the satisfaction of the library patrons Hence Library and its services and products need to be marketed

Marketing : The Indian school of thought The third law of Library science promulgated by Dr. S. R. Ranganathan “ Every book it’s reader” points towards the need for a marketing strategy for the libraries Five laws of Library Science

Strategies adopted so far…… Library orientation Recent additions lists Conducting of seminars and conferences / exhibitions

Why rethinking on marketing ? Addition of e-resources Availability of technology to reach the patrons quickly and easily Increased number of clientele Increased availability of resources in multifarious forms…..

Marketing of e -Resources in an Indian University: The case study of Mangalore university library Objectives of the study  To understand the usage of Internet by faculty and research scholars of Mangalore University  To know the channels available through which the knowledge about the e-journals is made available to all potential users.  To know the different programmes implemented by the Mangalore University library to bring e-journals to the notice of the users.

Methodology Case study approach based on a structured questionnaire Response rate Questionnaire distributed = 182 Responses received = 99 Percentage of response = 54%

Use of Internet Number of persons using Internet CategoryUsingNot using Faculty members721 Research Scholars260 Total981 N=99

Periodicity of Internet use

Place of accessing the net N = 99 Place of accessing the net Category University Library University Cyber Centre At the Department At Home Any other Not using Faculty members Research Scholars Total N=99

E-Resources - Infonet UGC is making alliances with publishers for adapting a consortia- based approach for subscription of journals called Infonet scheme. The e-resources available in the university library are the e-journals that are available through the UGC Infonet e-journals consortium

Awareness of Infonet e-journals consortium CategoryAwareUnaware Faculty members676 Research Scholars206 Total8712 N = 99

Source of awareness of Infonet e-journals consortium CategoryLibrary Notices Library Publications alerts From a friend Any othe r Don’t know Faculty members Research Scholars Total N = 99

Notices from the library regarding new additions to the collection Do you get notices from the library informing the addition of new e-journals ? CategoryYesNo Faculty members3538 Research Scholars719 Total4257 N = 99

Printed notices sent to the users

alerts Personalised services from the library: alerts CategoryYesNo Faculty members370 Research Scholars026 Total396 N = 99

Should library follow a proactive marketing strategy?

Findings and conclusion Majority of the faculty members and research scholars are aware of the availability of e-resources in Mangalore University The marketing measures undertaken by the Mangalore University library are adequate and useful but some more efforts and aggressive marketing is required. Personalized marketing of e-resources is not done by the library Marketing of e-resources over the LAN of Mangalore University through s is not conducted

Model for marketing of e-resources in a University Library system Remote users Campus users

Thank you

Dr. S.R. Ranganathan’s Five Laws of Library Science 1. Books are for use 2. Every reader his/her book 3. Every book it’s reader 4. Save the time of the reader / staff 5. Library is a growing organism