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Challenges in the library marketing effort in a knowledge society

Che Rosnah Ngah, (2008) Challenges in the library marketing effort in a knowledge society. Kekal Abadi, 26 (2). pp. 11-15. ISSN 01272578

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Affiliations

Universiti Malaysia Terengganu

Abstract

Artikel ini menggariskan cabaran perpustakaan dalam usaha pemasaran masakini. Tidak kira apa jua jenis perpustakaan, inisiatif pemasaran perlu diberi lebih nekanan.Perpustakaan merupakan pusat pengumpulan maklumat dan ilmu pengetahuan di mana ia boleh dicapai dan disebarkan. Adalah tidak wajar sekiranya maklumat yang dikumpul ini tidak dapat digunakan apabila ia diperlukan, bukan kerana kekurangan maklumat,tetapi kerana ia tidak diketahui. Walaupun pengguna mengetahui peranan perpustakaan tetapi pendedahan tentang penyediaan maklumat yang cepat dan tepat tidak diberikan perhatian. Oleh itu, golongan profesional perpustakaan iaitu pustakawan bertanggungjawab mempromosi dan memaklumkan kepada pengguna. Ini hanya boleh dilakukan melalui inisiatif pemasaran, bukan hanya untuk menyebarkan maklumat, tetapi untuk mendidik dan menggalakkan pengguna menggunakan perpustakaan dengan berkesan. Cabaran dalam proses pemasaran perpustakaan dan cadangan untuk mengurangkan jurang maklumat menggunakan perubahan minda, perancangan strategik, pendekatan proses kejuruteraan semula dan pembangunan kepimpinan dibincangkan.

This paper outlines the challenges in the marketing effort that libraries are facing nowadays. Regardless of library categories, the marketing initiative needs to be considered with great care. The library is known to be a central venue where information and knowledge are housed which later can be retrieved and disseminated for fair use. It is unsatisfactory if the assembled resources could not be used when needed; not because of inadequate information but because it is not made known to the interested community. Although people know what a library normally possess, the knowledge has never been extensive in providing matched and timely information. The library professional personnel who are librarians or knowledge workers, are therefore responsible for promoting and informing the library patrons. This can only be done via marketing initiatives not
only to inform but to educate and encourage patrons to use the library effectively. Challenges in the library marketing process and suggestions to reduce the information gap using mind set chan.

Item Type:Journal
Keywords:Marketing initiative, Library marketing, Knowledge Society
Subjects:Z Bibliography. Library Science. Information Science
ID Code:10088

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