Management Sciences and Quantitative Methods Commons^™

The Importance Of Marketing And Total Quality Management In Libraries, Rajashekhar D. Kumbar

E-JASL: Electronic Journal of Academic and Special Librarianship (1999-2009, Volumes 1-10)

Introduction

Herb White, states in Library Journal, “... it should be fairly clear that librarians do not market and that they never have marketed.” He concludes, “What we need to tell people is not how wonderful our public libraries are but rather how wonderful they could be. The awakening of these dreams is the purpose of marketing” (Besant & Sharp, 2000). Since the 1960’s, the most widely taught marketing concept was the marketing mix theory: the 4Ps (product, price, place and promotion)—so clean, so neat, so inappropriate for libraries. Marketing theory cannot always be so succinctly described since relationships …