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With over 122,000 libraries of varying types in the United States, libraries are a prominent aspect of our society. Over the last several years, many have questioned the future of libraries. Luckily, libraries are organisms that are thriving in our information-rich environment. Public libraries serve many essential functions within the community, and contribute to the local economy, as well. We are a nation of curious citizens, however, and many questions still surround the public library institution.

Public libraries are funded by tax dollars and any facility which is paid for by the community raises the question, “What purpose does this facility/activity/organization serve?” In the case of the public library this question can be easily answered

The library defends intellectual freedom. It levels the societal playing field by offering resources of all varieties to all individuals regardless of educational or economic status. Providing equal education also supports democracy by offering access to information that allows citizens to make informed decisions regarding their government. This intellectual environment nourishes creativity and establishes the public library as a place for life-long learning.

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A public library also serves to facilitate community gathering. With cardholders that can number in the thousands, a public has something to offer everyone. Libraries offer programs that bring together individuals who may not have met otherwise. Libraries offer use of meeting rooms, book discussion groups, art galleries and programs tailored to patrons of all ages.

Libraries offer educational resources to those who may not otherwise have access to them. Computers and internet access are one of many services offered to patrons for purposes ranging from learning new information to searching for employment. In many communities public libraries are the only available source of free internet access. Public libraries also provide members with literacy and English as a Second Language courses free of cost.

The library is a place but is it also a service? Should its mission to be to serve the underprivileged, support schools, serve as a resource for businesses and an information hub or all of these things? Libraries are judged by their overall relevancy to people in their constituency. There is a need to continually assess the relevancy of the features and functions provided to the community. People measure relevance in relation to their experiences. How do libraries create informational experiences that are entertaining, pertinent and also meaningful to a patron’s life? People now want to take ownership of the information they acquire. They want to actively participate in the learning experience. Gone are the days when people take information given to them at face value.

The people seeking information are as diverse as the facts they seek. Library patrons include individuals of all ages, races, and backgrounds. The highest usage of libraries is generated by those of higher income and education levels, but libraries are working to attract all members of society. The market value of library services serves as an incentive for low-income individuals to utilize library services.

All things considered, libraries are an essential and vital part of any community.

 

 

INTRODUCTION

The fundamental aim of the rural library is to provide timely, pertinent, accurate and reliable information services to all the rural community. The rural library helps different sectors of the community by providing right information to the right reader at the right time. For example, it will help children to create reading habit, unemployed youths to get better jobs and farmers to improve agricultural production. Libraries of all countries are functioning for social development by extending these activities and services, sharing books, extension lectures on various topics such as child labour, epidemic diseases, reading habits and environmental protection.

NEED FOR MODERNISATION OF RURAL LIBRARIES

There are several reasons for computerizing the library activities like acquisition, catalogue, circulation, serial control, OPAC, etc.., In the present day context information technology is needed in rural libraries especially because of the following reasons.

1. Information explosion

The amount of information being published increases exponentially. The amazing growth of documents especially in the areas of sciences, social sciences and technology in the form of print and non print materials found the librarian to utilize latest technology for the organization of information.

2. User service

Now-a-days, libraries are rendering a number of user services like CAS, SDI, Electronic Documents Delivery service, abstraction and indexing services etc. Its only the computers, which can ensure improved and quick service Online catalogue allows a user to have access to larger bibliographic databases and obtain information in any field.

3. Greater efficiency

The records stored in the computer are more accurate, reliable and accessible that that of the records manually prepared. It is possible to perform all housekeeping operations of library with more speed, accuracy and greater efficiency.

4. Cooperation and Resource sharing

A. Access to more documents and information sources due to coordination and cooperation of many libraries.

B. Less expensive as the total expenditure is shared by participating libraries.

5. Availability of information in machine readable form

Information is also being disseminated in Machine readable form. In fact, some of the records like bibliographic databases, e-journals etc., are available only in machine readable form.

PURPOSE OF MODERNISATION:

The Libraries are automated for some important purposes. They are

 To improve internal workflow, and sharing cataloguing data.

 To improve control over collections of various documents.

 To promote the existing services like CAS, SDI, etc.,

 To provide access to local library resources.

 To share the resources among various libraries on the basis Inter library loan.

 To prepare library statistics quickly and accurately.

AREAS OF COMPUTER APPLICATION IN RURAL LIBRARIES.

Computers may be used may be used in Rural libraries mainly for automating house keeping operations such as acquisition system, cataloguing system, circulation control and serial control.

Acquisition

• Selection of document

• Order work for document

• Checking of duplicates

• Sending orders to publishers or suppliers

• Updating record file.

• Verification of document with invoices

• Accessing the document received

• Maintenance of library budget

• Generating reports for all the above items

Cataloguing system

Preparing work sheet, provide catalogue, search facilities, generating catalogue cards ,provide user services like CAS, SDI etc., and verifying the records periodically.

Circulation control

Registration of new members, generation of borrower tickets and issue to the members, charging and discharging of documents, reservation and renewal of documents, calculation of fines on overdue items and maintenance of statistics.

Serials control

Manual methods of serial control are found very unsatisfactory in most of the libraries for various reasons. But automation provides very effective and economic methods. Computers system can handle receipts of periodicals; send timely reminder, subscription information, claims for missing issues, binding information etc.

SUGGESITONS FOR MODERNISATION OF RURAL LIBRARIES,

1. Considering the advantages of using computers in the various areas of library operations, the rural libraries should install computers.

2. The databases of all the rural libraries in region may be linked through On line terminals.

3. For acquisition system an order file, accession file and fund file may created by the rural libraries

4. Database for serial holding may be created by the rural libraries

5. Computerised union catalogue may be maintained.

6. Modernisation may be introduced in rural libraries stage by stage with the existing infrastructure.

CONCLUSION

The library management is currently undergoing a rapid and dynamic evolution. The implementation of information technology in rural library system will enhance the rate of success of efforts made to strengthen the quality and standard of education & research activities and also enable the rural libraries to participate actively in global networks for exchange of information and sharing resources.

REFERENCE

Khanna,J.K. Library and Information society. Jaipur:Kurushetra Research publication,1987

Kothari, C.P. Research Methodology: Methods and Techniques. New Delhi: Wishwa prakashan, 1990.

Krishnkumar, Library organization. New Delhi: Vikas publishing house, 1991.

Ijari,S.R “ Rural library services.” Education through public libraries: A practical

Approach. Ed .Palanivelu,C and K.S.Raghavan,K.S. Madras: Government of Tamil Nadu Directrorate of Public libraries,1991.261-265.

Kumaresan, S.C and Swaminathan,S. Library science unleashed. Trichy: Rock City Publications, 2003.

Every place and has its own rules and regulations that protect its privacy, and prevent any outside violations. In libraries, people find their tranquility, where they can spend much of their time, whether a full or a part-time worker, a full or a part-time student, academics, field study researchers, and others; all those people visit libraries for one purpose: to get instructed and entertained.

Such a huge place like public library has at least no less than 500 people at a time, including the staff workers or the visitors. Therefore, with the various interests and purposes for their existence at this place, Libraries put a law for protecting the library, its belonging, its resources, its facilities, and most importantly protecting the people’s safety and comfort. There are many valuable ways and modern techniques to do so, and one of these trustworthy methods is security cameras and surveillance systems.

Having a Security and Surveillance System at any public Library would lessen, if not, prevent committing any act of violation, However, how can we use such technology? And how can we invest it in such a place?

Public libraries will take all reasonable measures to protect its collections and assets from theft and deliberate or reckless damage; and to protect all its buildings from unauthorized intrusion and vandalism.

How Security Cameras can benefit Public Libraries

Security: Patrons of all ages and types use libraries every day. Security cameras placed around the library can help keep them safe while reading, researching and browsing.
Prevent theft: It doesn’t matter whether it’s a Gutenberg bible or a Judy Blume book – every part of a library’s collection is valuable. A video surveillance system working in conjunction with a barcode and magnetic book control system could help prevent book theft.
Flexibility – IP video systems allow users to place cameras where they are needed, and reconfigure them on a whim. Libraries, especially those that host community events, author readings, or children’s book clubs, could benefit from the flexibile security that IP video provides.
Remote monitoring – Video surveillance systems that use IP cameras and a Network Video Recorder (NVR) allow libraries to broadcast their surveillance footage over the internet. This allows management and security to check in on libraries at any time should security concerns arise. The broadcast function could also be used to archive speakers or special events at the library.

Potential Risks of Library Security Cameras

Privacy – Library surveillance cameras should only record public areas like stacks, reading areas, conference rooms, and circulation desks. Keep cameras out of restrooms and break rooms to protect the privacy of employees and patrons.

Considerations for Library Security Camera Systems

Libraries can vary widely – personal collections, public libraries, law libraries, science libraries, presidential libraries, even the Library of Congress all have different security needs. Consider the following when setting up a library surveillance system:

What do you consider to be your most pressing security issue?
Do you have any rare or valuable items in your collection?
What type of security system do you currently have in place?
Have you had any security threats in the past year?

Setup advice for Municipal Library Video Surveillance Systems

Place cameras near entrances and exits to get clear photos of patrons as they enter and exit
Cameras placed over stacks can help give a quick survey of an area, place other cameras closer in to give a more detailed look.
Place cameras around valuable items like rare books and displays

Security cameras will be used where needed to discourage violations of the Library’s

code of conduct to assist Library staff in preventing the recurrence of any violations, and to provide law enforcement assistance in prosecuting criminal activity. The purpose of this policy is to establish guidelines for the placement and use of digital video cameras, as well as the access and retrieval of recorded digital video images at the Farmington Community Library. Cameras may be installed in locations where staff and patrons would not have an expectation of privacy. Examples include common areas of the Library such as entrances, near book and media collections, public seating, delivering areas and parking lots. Cameras will not be installed in areas where staff and public have a reasonable expectation of privacy, such as restrooms. Thus, follow these procedures to guarantee a full protection:

-          Digital video security cameras are installed in selected indoor and outdoor locations at both Library buildings.

-          A sign will be posted at Library entrance informing the public that security cameras are in use.

-          Selected staff will have access to the real time monitors, although activity is only randomly monitored.

-          Only the Director, or his/her designee(s) will have access to the archived material in pursuit of incidents of criminal activity or violation of the Expected Library Behavior Policy.

-          Images will typically be stored for a period of up to 21 calendar days. As new images are recorded, the oldest images will be automatically deleted.

-          Selected digital video may be saved for as long as required (hereinafter referred to as “Stored Digital Video Records”).

-          A Stored Digital Video Record is considered a Library record under the Library’s Privacy Act (“Privacy Act”) and only released consistent with said Act.

-          Stored Digital Video Records may be used to provide tangible evidence as a means of identification, and may be turned over to the police by the Director or his/her designee, consistent with the provisions of the Privacy Act.

Staff and patron safety is the first priority in any threatening situation. The protection of Library property is of secondary importance. Cameras will not be installed for the express purpose of monitoring staff performance. Requests from the public for access to camera images will be considered in light of the provisions of the Privacy Act. Questions from the public may be directed to the Director.

One of the most useful features in Windows 7 is the libraries feature which prefer to provide a central place to manage files that are located in multiple locations throughout your computer rather than click through a bunch of directories to find the files you need. You can manage your files and folders easier when you know how to make good use of it. Now I will show you how to use it in Windows 7.

 

Access Libraries

Simply type libraries into the search box in the Start Menu and hit Enter to access the libraries in Windows 7.

 

You will find the default libraries in Windows 7 will open up in Explorer which includes Documents, Music, Pictures, and Videos.

 

Once you’re in Windows Explorer, you can access libraries from the Navigation Pane.

 

How to Use Libraries

If you’ve been working in Windows 7 for a while and storing documents to the My Documents folder, when you open the Documents Library, you’ll see those documents. Some applications install folders in the My Documents folder by default and you’ll see those as well.

 

Note:In these examples we’ll take a look at the Documents Library, but the procedures will work for any library you want to add locations to.

 

You need to add it to the Documents Library if you have documents stored in a folder other than My Documents.

 

There are several ways you can deal with it. Right-click on a folder and select “Include in library” from the context menu, then choose the “Documents” Library. Remember that when you add a folder to a library, that folder is still in it’s original location.

 

Or when you have the folder containing your documents open, select ” Include in library” and choose the library to put them in from the dropdown.

 

Here we take a look at the Documents library that contains files that are located in different places throughout the hard drive, including some on another partition.

 

Of course, you can also remove items from libraries as well. When you’re in a library, just click on the locations link.

 

Then the Documents Library Locations window opens up and from here you can add or remove locations.

 

Create New Libraries

The default libraries are good, but if you really want to take advantage of this feature, you’ll want to create your own.

 

Simply click on the New library button and give it a name while in the libraries directory.

 

Now we made a new library called Work Projects. The first time you open it you’ll be prompted to include a folder.

 

Browse to the location with the files you want to add ,and then click “Include folder”.

 

Now you can see the files included in that folder isl showed up in the new library.

 

After you’ve created some libraries they’ll be added to the list to select from.

 

Add Network Locations

Since Microsoft has stuck some rules on them, not all folders can be added to libraries . You can add anything from a local drive (including other volumes or partitions). External USB drives formatted as NTFS or Fat32 can be added as well. Things get kind of weird when you’re trying to add network and non-indexed locations.

 

Fortunately Win7 Library Tool is a small handy free utility that you can use it to make adding network locations a lot easier. Just click on the “Create a new library” button after you open it.

 

Then add the network location you want included in the library (This tool will also allow you to easily change the library icon which is a neat additional feature.).

 

In this example we’ve added a home network share that contains music files to a library named MP3 library.

 

 

Do you use libraries in Windows 7? Do you think it is really useful for you? Just have a try!

 

If you also have some questions after you read this article , you can visit the original article from:

http://www.pcwatch.com/Windows-7-tips/How-to-Make-Good-Use-of-the-Libraries-Feature-in-Windows-7.html

Welcome to http://www.pcwatch.com to read the information of reviews on software, games and top tech products.

New York City has the best of everything from music to art; from sports to fashion; from food to clubs! There are thousands of educational institutes working in harmony and healthy competition to provide best and updated education to its citizens. New York City has numerous prestigious and recognized universities and colleges and excellent libraries to help create awareness and interest amongst the public.
Libraries are valuable to the student and readers to help them in thorough understanding and enhancing their knowledge. Therefore, NYC has numerous public and local libraries to help its citizens and promote culture and history. Public libraries in New York City include the following:
Brooklyn Public Library System, Buffalo & Erie County Public Library, Chautauqua – Cattaraugus Library System, Clinton Essex Franklin Library System, Finger Lakes Library System, Four Long Island Library Resources Council, Mid-Hudson Library System, Mid-York Library System, Mohawk Valley Library Association, Monroe County Library System, Nassau Library System, New York Public Library, Onondaga County Public Library, Pioneer Library System, Queens Borough Public Library, Ramapo Catskill Library System, Southern Adirondack Library System, Steele Memorial Library, Suffolk County Public Libraries, Upper Hudson Library System and Westchester Library System .
The New York Public Library is one of the important research libraries in the world and the best in USA. Brooklyn Public Library System is the fifth largest public library system in the USA serving Bronx, Manhattan, and Staten Island. Pioneer Library System (PLS) is cooperative public New York City library system serving 42 public libraries in Ontario, Wayne and Wyoming and Livingston. It offers varies incentives to its embers such as System-wide OWWL Delivery, System-wide Computer and Networking Support , Advisory Services for Collection Development, Administration and Governance and many more.
Upper Hudson Library System (UHLS) is a conglomerate of twenty-nine autonomous public libraries working together to serve the citizens of New York City in the best and most effective manner! Ramapo Catskill Library System (RCLS), established in 1959 is working to provide coordinated services, training, guidance and leadership to member library trustees and staff .The aim of this New York City library is to enable them to meet the changing needs of the readers in Orange, Rockland, Sullivan and southern Ulster counties.
All the public New York City libraries are working to bring up new and improved ways to promote reading, sharing knowledge and enhancing the standards of cultural and educational trends of their citizens!

How public libraries can overcome budget cuts through cultural, educational, and business partnerships

By Thomas Badgett

 

 

 

            In the current difficult economic times, libraries of all sizes and types face budget cuts, often quite severe. At the same time the need and demand for library services surges. In order to minimize cutbacks libraries need to play to their strengths and promote how much value they offer to anyone who chooses to use them. They need to inform the public that they are available and promote what they offer in the way of services and alternatives to paid entertainment. As the public becomes more aware of libraries and what they offer, they may come to their support and demand more funding from politicians and bureaucrats.

 

            During economic downturns, people cut back on unnecessary spending and seek value on what they do spend funds for. There is no better value than free. Public libraries provide services and materials to users that no competitor can beat because they are usually free. Families seek activities and places they can go to interact, be entertained, and spend quality time together. Libraries provide all this plus educational value, whether it be for self-help, school homework help, free choice learning for lifelong learners, or reference help. Also, libraries can preserve a community’s identity by recording oral histories, housing artifacts, and staging programs informing users of the history and culture of their community as it has evolved. Libraries should play to their strengths as educational and cultural institutions while also promoting their value as free and family friendly social centers.

 

            Ways in which libraries might promote themselves as family-friendly centers include advertising at other family gathering venues such as bowling alleys, movie theaters, ice ream shops, and dining establishments. Libraries could establish booths for self-promotion at special events such as sporting events (soccer and baseball games), festivals (wine, music, crafts), concerts (classical, country, jazz, rock), and baseball card and toy shows. Perhaps the IMLS or ALA would sponsor a NASCAR team? To get the attention of young readers a library could sponsor comic book shows at one of their meeting rooms or have a kiosk/booth at a comic book convention. Cooperation with local booksellers and comic book stores or newsstands would be another way to publicize library services. The library could advertise certain businesses in its lobby and perhaps have signage donated by other businesses (in a manner like sports stadiums are doing). Even bookstores and libraries could refer users to each other in a sense of cooperation since both have a vested interest in the printed word. Libraries could also build relationships with hobby and craft stores and sponsor craft fairs or model kit shows in their community. In addition, the library could build a dialogue with local community members who are craftspeople or model collectors or any other collector. Card games could be sponsored at the library – a cribbage tournament, for example – or a poker tournament (with no gambling). There are innumerable ways for libraries to build relationships and get their message out to the public in addition to the Internet.

Scheduling and management skills on the part of librarians are now more important than ever since less money for staff translates into fewer man-hours for service. Library hours of operation should be based on peak demand times in the library’s community and not traditional banking hours. This is especially critical if the library intends to promote itself as a family or social center. Libraries need to be open when families can use them, not necessarily when it is most convenient for staff to be there. There may be no faster way to render libraries defunct than to cling to traditional banker-style hours Monday through Friday as in the past – unless a library tax is created. Weekends may become a peak demand time in some communities and library staff will have to adapt or face career extinction. In the short-term, at least, certain non-traditional skills (like scheduling in order to meet demand) should gain importance. As libraries continue to evolve additional new skills and a blurring of departments may occur in public libraries. For instance, reference may play a smaller role and customer service skills will be much more in demand. Every library, now more than ever, must focus on what services and materials are needed to provide service to its users.

 

The IMLS, whose mission is to create strong libraries and museums that connect people to information and ideas, is dedicated to serving a nation of learners. In addition to the NLG program, an International Strategic Partnership Initiative is in place to connect educational and cultural institutions from all over the world. The NLG program fosters collaboration between educational and cultural institutions on various projects, especially digitalization projects, in order for them to reach a broader range of users and make access easier for these users. Collaborations are both short-term and long-term in length, ranging from rotating exhibits between institutions to the multi-state Colorado Digitalization Program. Cultural heritage and educational institutions like libraries, museums, archives, and historical societies are good fits for partnerships through IMLS grants. However, schools and private sector businesses are also potential partners as the cultural/educational network expands.

 

One major goal of the IMLS is to preserve culture, whether it is local, regional, national, or international in nature. Through digitalization and the spreading of information this goal may be realized. Partnerships between cultural and educational institutions may help to ensure their survival through this severe recession, the longest in post-war history. Not only should partnerships result in more users, they may eliminate duplication of positions and result in streamlining of staff in these institutions, thereby placing them in an advantageous position for growth when the economy recovers. Collaboration projects enable libraries and museums to explore common issues and challenges, build networks for collaboration, share information and best practices, and further develop their institutions.

 

Museums today are active partners with libraries, archives, historical societies, and others in building digital libraries in order to emphasize their role as educational institutions. Museums have had a long and productive relationship with academic and special libraries and are now collaborating more often with public libraries. Two important considerations for producing digital resources are good cataloging (library strength) and accurate, knowledgeable description according to appropriate standards (museum strength). A broader, more diverse audience may be reached through collaboration and digitalization because the institutions complement each other. Also, the wear and tear on parts of the museum collection may be reduced once digital reproductions are created for Web consumption. Library web-sites should be interactive and participatory, much like many museum web-sites are. This interactive/participatory model lends itself well to free choice learning, which represents half of all learning (after formal schooling and work). In free choice learning the individual is the entry point in the framework of learning. The individual user decides what participation method, learning style, learning venue, and content they wish to engage in.

 

Library-museum partnerships may also collaborate with educators. In Illinois, the Illinois Library Association (ILA) noticed that school visits to museums and libraries were on the rise once collaboration projects began. Home school educators use museum and library resources also. Ways educators and museum staff can work together is through professional development workshops and training sessions at museums. Also, students can create their own museums in schools. Museums and museum web-sites can be excellent resources for teachers to use for the curriculum. NC ECHO is creating online curriculum resources for K-12 educators in North Carolina.

 

In addition to educators, government can play a role in library-museum partnerships. The Institute of Museum and Library Services (IMLS) is an agency within the Executive Branch charged with the mission of funding collaboration between cultural institutions like libraries and museums. Libraries were moved out of the Department of Education in the FY 1998 federal budget and placed under the umbrella of the IMLS. According to Diane Frankel, IMLS Director in 1997, museums are starting to understand that they need to serve a more diverse audience – while librarians have always realized that. Frankel describes libraries and museums as being “community anchors” and social places to spend time together, as well as educational institutions. These functions make these entities natural partners and the IMLS intends to facilitate more collaborations and partnerships through grant funding with the National Leadership Grant (NLG) program.

 

Dilevko criticizes some library-museum collaboration efforts, describing exhibits as “edutainment” since many museum exhibits shown at libraries have nothing to do with the library collection or community. Instead he recommends a library-museum hybrid that can be based on one of two models. The first model is the cabinet of curiosities – where books and objects are co-located to enhance investigation and learning. This model is often found in academic libraries. The second model is the popular collections model in

INTRODUCTION

During the last two decades, a major change and development has happened in libraries. A critical element for that has been the development of telecommunications and information technologies-ICT. From the 80′s the automation of libraries has received a great impulse, and many libraries have introduced more and more ICT equipment and its applications, creating their own web sites, generating compact discs, and producing leading projects. It has provided libraries with a more refreshing and distinctive touch and new directions are now conceived by libraries. The technological environment and the extraordinary growth in the use of Internet has definitely improved the cooperation among libraries and eliminated almost all restrictions. Academic libraries today look totally different than they did twenty years ago. Thanks not only to the technologies but also to the information agents. Economic changes, technological developments and other forces have reshaped and redefined librarians’ way of thinking.

The library in this era need to redesign the services and revision must be done to the information profession to meet the ICTs development and to give the chance for the library to grow from the regular types of libraries to the universal information services, and from a conservative library to a modern virtual library (Feria, 2000).

This increase of information technologies and the explosion of available information are the most obvious changes in academic libraries. The amount of human knowledge is doubling almost every five years; the number of students has almost doubled since 1970’s, same for the number of teachers and researchers with large diversity of user groups. And library users must learn to use different databases and interfaces successfully to be part of the knowledge expansion (Nims, 1999).

Information providers are now more diverse and the academic library is not the only provider in the higher education market like before. Users can get their information from other information providers. Using the Internet, they can access volume of information over the computer without coming into the library building or interacting with a librarian at all. In addition, libraries now face competition from traditional bookstores like online bookstores such as Amazon.com. Along with small shops that offer inviting environments to sit and read books, with drinks and friendly staff to answer questions. The revolution in information services that is taking place in academic libraries makes it essential that libraries design new services that meet the user’s needs better than other providers. With all that the idea of applying marketing principles to academic library services is greeted with hesitation and doubt (Nims, 1999).

MARKETING PRACTICE

In the last few years, the products and services provided by libraries have changed considerably. The challenges to library services from changes in educational approaches, the impact of technology, new methods for information provision and declining budgets have meant that marketing is now so necessary that it cannot be considered a separate function. It is the whole business seen from its final results; that is, from the client’s perspective. In determining new approaches, many libraries have come to appreciate the contribution that the marketing concepts can make. In designing the marketing mix and developing the marketing plan, the so-called 4Ps have become central to libraries – product, price, place, promotion. Any library using marketing techniques to develop its operations focuses on its products or services; the price paid, which may be in money, time or energy; the promotional strategies by which library collections and services are made known to potential clients, including publications, displays and participation in events; and the physical facilities or place from which services are made available and distribution strategies which increasingly use the Internet and virtual as well as real approaches. Positioning and politics can also be considered in the mix and incorporate positioning the product in the mind of the client and public policy and politics (Madhusudhan, 2008).

Marketing has been defined as the: “… analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges with target markets for the purpose of achieving organizational objectives … [and] … heavily dependent on designing the organization’s offering in terms of the target market needs and desires and on using effective pricing, communication and distribution to inform, motivate and service the market” (Kavulya, 2004, p.118). True marketing is a repetitive process and a systematic approach for matching services and products to the user needs and desires. Marketing is the key ingredient in the success of any nonprofit organization (Koontz, 2004).

The study of the practices of library marketing activities of universities in Kenya, explores the marketing practice in Kenya academic libraries and what are the obstacles that face this practice. Result of the study prove the need for academic libraries to be more aware of their role in the academic atmosphere and show the library importance and relevance to the academic community by its contribution to research and teaching which is the main purpose of the university. By doing this the academic library can insure the support of the university. The study proves that showing the library informational role will prevent academic libraries from being marginalized by the institution that support the library. If they fail to do so the library risk being seen as irrelevant and lead to becoming more and more marginalized in the university educational process (Kavulya, 2004).

The job of marketing services is not as easy as marketing a product, the service cannot be returned and cannot be stored. Dissatisfied customer cannot return an unsatisfactory service as he can an unsatisfactory product. And a customer can often choose to perform the service himself. Successful marketing is characterized by four activities. First is market research to identify customer needs and wants, second is market segmentation to allocating resource to customer groups, third is marketing mix strategy which includes the products or services, priced, delivered and promoted; and finally the fourth which is evaluating the marketing effort (Tucci, 1988).

1. Market Research

The needs of the library users are the core of the marketing process. It is the user who drives marketing and ultimately shapes the product or service. Marketing is not just the four P’s (product, price, promotion, and place). Marketing is planned and executed process which includes marketing research to develop services and products, then evaluating the results and integrating the findings into future services and products. The majority of mission statements of academic libraries neglect the concept of letting the users’ needs dictate the services orientations (Nims, 1999).

Academic libraries need to be more persistent in investigating user’s needs by using Marketing approach to develop services that meet their expectations. It is not just marketing of already available services to the users but to find out what the users want (Kavulya, 2004). Marketing research is the function that links the information professional to the customer’s needs and wants. Marketing research can be done by reviewing internal customer data in the library and also by recognizing usage categories for materials that are being checked by students, categories like user types; students or faculty, date of entry, type of material, and so on (Koontz, 2005).

In the Saint Mary’s University library experience, Lefebure (2002) found that the Patrick Power Library had a very uninviting environment. The library building and the interior design was really uncomfortable. Although the library was known for its efficient, thorough and friendly service, the library seemed to be disregarded because few only knew how excellent the library resources were and how good was the service inside. The positive side of the library was undermined by the dim and tired appearance of the building itself. At the same time the financial resources were rare and not easy to acquire for renewal or redesigning the library. Even the electronic services were not known to all of the students and not many knew that inside the library there were many computers linked directly to the Internet with major electronic information services. So the challenge was to design a marketing campaign that would transform the library to make it a welcoming place (Lefebure, 2002).

By conducting a marketing survey to take the student opinion and thoughts regarding the library services, students “who are the main clients of the academic library” put more emphasis on atmosphere and ease of access through the Internet than the more traditional library methods. Students revealed what services would encourage them to use the library more; the majority of respondents in the sample group mentioned a coffee shop, and more resources. Other factors mentioned were updated materials; food and beverages allowed in the library; better climate control; atmosphere; lounge area; and better lighting. The final factor cited was promotion of the facilities. It was clear that the students themselves recognized that they were not fully aware of what was available to them. This experience demonstrates that market surveys and research do work if you ask the right questions, and not just asking the regular current users of the library. But surveys should also investigate the needs of students who do not come to the library. And the best marketing is word of mouth. Students