Marketing of Business School Libraries: A Case Study of Guru Nanak Institute of Management Studies (GNIMS)

A. Ganesan & Neelam R. Chavan

Academic Libraries are facing challenges of rising cost of library resources, shrinking library budgets, stiff competition from networked information, and changed perception of users. To face these challenges effectively, academic libraries have started adopting marketing principles or techniques in their day-to-day working. The paper is written with the purpose to analyze the use of marketing techniques in the B-School Library. It was found that adopting modern marketing techniques helped the GNIMS Library for designing effective and efficient library system.

General Terms:  Library Marketing, Market Segments, Marketing Mixes

Keywords:  Library: Marketing, Library Marketing Segmentation, Service Marketing