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Marketing and health libraries
1Academic Liaison Librarian: Health and Social Care, University Library, APU, Chelmsford, Essex, UK. m.wakeham@apu.ac.uk
Health Information and Libraries Journal
|December 21, 2004
Summary
Marketing concepts, including the four Ps (product, price, place, promotion), are crucial for health libraries. Applying these strategies enhances customer relationships and justifies resource allocation in complex information environments.
Area of Science:
- Library and Information Science
- Health Services Management
- Marketing Strategy
Background:
- Health libraries operate in increasingly complex information ecosystems.
- Effective promotion and marketing are vital for demonstrating the value of library services.
- Strategic management is essential for library success.
Purpose of the Study:
- To provide an overview of marketing concepts.
- To explore the application of marketing principles within health libraries.
- To highlight the importance of marketing for library resource justification.
Main Methods:
- Literature review methodology.
- Utilized databases: LISA, CINAHL, BNI, and Google.
- Analysis of marketing concepts and their relevance to health libraries.
Main Results:
- Marketing is defined as a strategic management activity focused on customer relationships.
- Key marketing concepts discussed include the 'four Ps' (product, price, place, promotion), marketing plans, marketing mix, segmentation, promotion, and evaluation.
- These concepts are directly applicable to health library services.
Conclusions:
- Marketing and promotion are increasingly critical for health library services to justify their resources.
- Marketing techniques are adaptable to both physical and digital library services.
- Strategic marketing ensures health libraries remain relevant and valued.