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Marketing strategies in university libraries of North-Western India in Present Era: A study

Library Herald Year : 2021, Volume : 59, Issue : 2 First page : ( 70) Last page : ( 84) Print ISSN : 0024-2292. Online ISSN : 0976-2469. Article DOI : 10.5958/0976-2469.2021.00011.7

Marketing strategies in university libraries of North-Western India in Present Era: A study of viewpoints of post graduates and research scholars

Gupta Richa1, Dr. Kumar Shiv2 1Research Scholar, Department of Library and Information Science, Panjab University, Chandigarh-160014Chandigarh (UT), India 2Assistant Professor, Department of Library and Information Science, Panjab University, Chandigarh-160014Chandigarh (UT), India Abstract The purpose of the research paper is to examine the viewpoints of the students belonging to different categories viz. research scholars and post graduates regarding the implementation of various marketing techniques for library resources and services. The traditional marketing tools and those based on Web, Web 2.0 have been taken into considerations. The research study is based on survey method governed by structured questionnaire intended for the users. The data was collected from research scholars and post graduates belonging to eight universities of North Western India. It was then analyzed through Statistical Package for Social Science (SPSS) software to obtain results. The findings revealed that there were significant differences in the view points of the two categories of users with most of the marketing techniques. It was found that there is no significant difference in few marketing tools amongst the two categories of the students with regard to the opinion in adopting those techniques. Keywords Marketing tools, Library promotional tool, User opinion, User viewpoint, Web 2.0 technologies, Web based marketing, University libraries.

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