Marketing the Academic Library Resources and Services: A SWOT Analysis

Abstract

Marketing the library is to retain users and attract potential users. The basic aim of marketing the library is to satisfy users' needs and create a relationship between the library and the user's community through communication. The paper aims to study the importance of Marketing in Academic libraries and the application of the latest technology, such as social media, to create relations with the users and satisfy the needs of Teesta-Indus Central library users. The study found that Teesta-Indus Central Library has a strong foundation in marketing the library. The library has marketing staff despite no funds curved out for it. The library uses traditional tactics such as user orientation, workshops, outreach, and face-to-face communication. The library also uses digital tools such as websites, SMS, RSS, email, and social networking sites. The SWOT analysis of the library reveals that the library has a substantial marketing standard. However, there are weaknesses in areas such as remote access and frequent power cuts. The library can excel in its service by expanding the library time and study rooms. Users strongly agree on the importance of library orientation programs to make users aware of resources and services and customer orientation to improve library customer value. Areas that the library needs to improve are reading room, discussion space, and student resources.