Marketing Initiatives of Rabindra Library, Assam University

An Assessment

Abstract

This study aims to assess marketing initiatives undertaken at the Rabindra Library of Assam University, focusing on marketing strategies, tools and techniques used, user satisfaction, users' perception of marketing and a SWOT analysis. The survey method was adopted for the study, along with a structurally designed questionnaire to collect data from the librarian and the user community. A total of 200 questionnaires were distributed randomly within the library premises, and 184 duly filled-in such questionnaires were received. The study found that the library practices traditional marketing techniques, such as orientation programs, outreach, pamphlets, etc., and modern techniques, such as websites, social networking sites, e-mails, etc. The assessment also reveals that the users have a strong perspective on marketing the library services and products. The study suggested conducting marketing surveys regularly to understand users' need, appointment of well-trained library professionals with marketing backgrounds and to improve the library infrastructures, products and services to attract users.