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Library Philosophy and Practice (e-journal) Libraries at University of Nebraska-Lincoln

June 2022

It Is Time to Break The Boundaries: Profiling Practices and

Perceptions on Marketing in Special Libraries in Sri Lanka.
K. A. Vishaka Narmada, Assistant Librarian
Institute of Policy Studies of Sri Lanka, Colombo, vishaka@[Link]

W.R.W.M.A.U. Weerakoon, Senior Assistant Librarian

The Open University of Sri Lanka., auwee@[Link]

Follow this and additional works at: [Link]

Part of the Scholarly Communication Commons

Narmada,, K. A. Vishaka Assistant Librarian and Weerakoon,, W.R.W.M.A.U. Senior Assistant Librarian, "It
Is Time to Break The Boundaries: Profiling Practices and Perceptions on Marketing in Special Libraries in
Sri Lanka." (2022). Library Philosophy and Practice (e-journal). 7177.
[Link]
It Is Time to Break The Boundaries: Profiling Practices and Perceptions on Marketing in Special
Libraries in Sri Lanka.

K. A. Vishaka Narmada1 and W.R.W.M.A.U. Weerakoon2

1
Assistant Librarian, Institute of Policy Studies of Sri Lanka, Colombo
BA (LIS)(Hons.), MSSC (Reading)- vishaka@[Link]

2
Senior Assistant Librarian, The Open University of Sri Lanka.
BSc (Hons), MSSC, Ph.D. - auwee@[Link]

Abstract

Around the world, libraries face the challenge of being underutilized, and special libraries in Sri Lanka in
particular are no exception. Studies show that this can be overcome through marketing. Current study
determines how marketing is applied in special libraries in the Colombo district, Sri Lanka and their future
prospects in marketing. The study identifies the current marketing activities, marketing techniques and
librarians’ perception towards marketing in selected special libraries (n=50) in the Colombo district.

Findings revealed that special libraries under study have a sufficient number of resources acquired and
market opportunities available. However, it is assumed that unintentional marketing is been carried out
in a majority of libraries as reflected by the absence of a marketing plan, absence of user surveys and lack
of persuasive communication with parent organization for undertaking marketing. Most librarians give
priority to promotional works such as conducting awareness programs, focusing on public relations,
designing new information products and advertising library events and services. Techniques used for
marketing were email lists, library website, seminar and workshops, traditional communication methods
and social media.

A majority of librarians were of the view that marketing concept can be applied to special libraries.
Periodical collections, library spaces and infrastructure were identified as highly marketable resources.
Other libraries are not considered as a challenge when employing marketing practices in their own library
but respondents hold a mixed perception regarding how users would react to marketing practices if they
are implemented in their libraries. Overall findings concludes that these libraries can break the
boundaries and take up formal marketing if confronted with a proper market plan.

Key words: marketing practices, marketing techniques, marketable resources, special librarians’
perception

1. Introduction

Original acceptance of marketing was mostly focused on commercial practices such as buying and selling
goods. Later attention was paid on service sector marketing. As Kotler (1975) points out, organization such
as museums, universities, libraries, and public charities need to market their products to gain political and
social support as well as economic support. In today’s knowledge economy, Information, like any other
commodity, gets produced, sold, and consumed. It is therefore a tradeable product. Commercial
information providers have taken advantage of this trend and have gradually evaded the long-standing
territory of libraries as the primary information service provider. If libraries are to survive this formidable
invasion, they should reach out to the community in effective and attractive ways to unveil the resources
and services they have and diversify the services to suit the current market needs, and at the same time
contribute to building a relationship with customers; which as a whole is “marketing”. According to the
definition of American Marketing Association (2018) “Marketing is an organizational function and a set
off process for creating, communicating value to customers and for managing customer relationships in
ways that benefit the organization and its stakeholders” which is adoptable to non- profit organizations
like libraries and information centers.

Though the marketing of information services is a concept conceived a few decades back it is still a growing
area of interest for libraries and information centers. Especially in the developing countries and equally in
the local context marketing haven’t yet reached its full potential. Throughout the years a majority of
library professional had been aware and vigilant of four main aspects, namely the information explosion,
the technology revaluation, ever changing needs of the information society and increasing library costs
which eventually inspired the library sector to develop a marketing approach in its operations and
services. However, misconception about marketing among stake holders, financial barriers and
knowledge barriers have hindered library professionals from applying marketing concepts to libraries. In
the present context market-oriented thinking is a necessity than ever before due to the unexpected
changes in the contemporary society encompassing social, economic and political grounds, which were
caused spontaneously by the covid 19 pandemic. The pandemic has caused unprecedented challenges to
libraries of all types around the globe. At a time where users are restricted to visit libraries, libraries have
to deploy new strategies to aware and retain their user base. In this context marketing is the robust
weapon in the arsenal for the survival of Libraries.

As quoted by Narayana (1991) "Survival of a library depends among other thing on its image in the minds
of the users and the fund allocators. This image should be the outcome of the quality and effectiveness
of the services, the ability to anticipate the desires and requirements of actual and potential users and
their fulfillment. Marketing is the instrument through which these library objectives can be fulfilled".
Therefore, it is time break the boundaries of traditional library service provision and go find the user, not
wait for the user to find you. Recognizing the importance of application of marketing concept for library
and information services, the current study aims to explore the status of “marketing” in special libraries
in the Colombo district of Sri Lanka , which is the commercial capital of the country.

According to Kotler(1991), “Marketing is getting the right goods and services to the right people at the
right places at the right time at the right price with the right communications and promotion” Thus, the
sum of all the activities and procedures including creating, communicating, delivering, and exchanging
offerings that have value for clients, partners, and society at large are covered by the broad term
“marketing” (Gitman et al, 2018). Specifically, the marketing concept involves the following:

1. Focusing on the needs and wants of the customers so the organization can distinguish its products
and services from competitors’ offerings.
2. Integrating all of the organization’s activities, including production and promotion, to satisfy these
wants and needs.
3. Achieving long-term goals for the organization by satisfying customer wants and needs legally and
responsibly

Accordingly, the practices like marketing research, product development, standardization, training,
advertising, personal selling, public relations etc., all have a bearing on the present and potential demands
of the product and services and are covered by the broad term “marketing”.

The current study attempts to identify such marketing practices at special libraries which may be carried
out intentionally/formally or unintentionally. Exploring further, the study will ascertain the perception of
special librarians regarding marketing with the broad aim of identifying the potential for future marketing
in special libraries.

1.1 Role of special libraries

A special library is defined by Reitz (2013) as follows.:

“A library established and funded by a commercial firm, private association, government agency,
nonprofit organization, or special interest group to meet the information needs of its employees,
members, or staff in accordance with the organization's mission and goals. The scope of the collection is
usually limited to the interests of the host organization.”

ISO (the International Organization for Standardization) in 2013 defines the special library as follows:
“Independent library covering one discipline or particular field of knowledge or a special regional interest.
The term special library includes libraries primarily serving a specific category of users, or primarily
devoted to a specific form of document, or libraries sponsored by an organization to serve its own work-
related objectives.”

Special libraries fill a unique role in the library community. Their collections are often heavily weighted to
one area of interest in support of a specific user base. Because of this specialization, the libraries often
house special collections that are invaluable not only to their own users but also to researchers around
the world (OCLC,2022). In Sri Lanka special libraries are found under government departments, research
institutions, training institutions, banking and finance sector institutions, professional institutes as well as
under NGO’s.

A special library like any other typical library can market products which are tangible in nature, services
which are intangible and library’s image as the brand to their users. Books, CD, films, journal articles, video
cassettes are some resources which can be considered as products, whereas software, internet access,
referral services, reference service, SDI are services that are marketable. The overall performance quality
and good name is the brand of a library.

Around the world libraries face the challenge of being underutilized and special Library sector and special
Libraries in Sri Lanka in particular is no exception. Parent organizations spend huge amounts of money for
the sustenance and maintenance of their Libraries, to purchase information resources, to enhance
information services and to pay wages. In this state of affairs Special Librarians should strive to satisfy
both their superiors and users and are compelled to display the value of their resources and services.
Many studies (local and foreign) have identified different reasons for the problem of underutilization of
Libraries. A majority are weighted towards users; lack of awareness and familiarity of library and
information resources, lack of library skills and information literacy skills to find required resources and
hostile attitudes and behaviors of staff. Local and global research outputs give an insight as to how above
drawbacks can be successfully overcome to a certain extent by applying marketing concepts such as,
having a strategic marketing plan covering all 7P’s of marketing and, deploying practices such as
advertising, promotion and public relation activities.

2. Review of Literature

An investigation of literature revealed that there is a dearth of local research on this topic. Most of the
local research studies were focused on university libraries. Those studies have more or less focused on
the marketing strategies used by local libraries to enhance user satisfaction and to identify perceptions of
librarians on diverse aspects of marketing. Those findings will be summarized in the next few paragraphs.

Most of the local studies were focused on promotional activities as a marketing strategy. Johoran (2019)
focuses on the application of marketing mix elements mainly product, price, place and promotion to
improve user satisfaction of a university library. The result indicates that promotion element had a
significant impact on library user satisfaction.

In a recent study by Nishath and Somarathne (2021) it was concluded that Sri Lankan university librarians
market their library services using an array of techniques out of which library websites, user orientation
seminars, notice boards, and e-mail notifications were the most frequently used. In addition the study
identified challenges faced by Sri Lankan university librarians when marketing their services which
includes lack of networking among librarians, unawareness of library user requirements, insufficient funds
for marketing, increased cost of marketing and lack of skills in marketing library services.

Some local research carried out in the early years of the 21 st century ( Arachchige , 2002), at a time when
the concept was new to librarians, revealed librarian’s attitudes towards marketing library and
information services at that time. Some librarians believe that marketing is only the buying and selling of
goods for a financial profit and hence, they assumed that they were not marketing their services.
Reasoning the lack of understanding of the marketing process, librarians held misconceptions that they
cannot practice marketing in their activities. These prejudices hinder marketing in libraries. However,
Arachchige (2002), claimed that unconscious marketing occurs in special and academic libraries in Sri
Lanka at that period of time.

Above study further revealed that special libraries and academic libraries of Sri Lanka have a sufficient
amount of resources acquired and market opportunities available hence they have the capability of cost
recovery and even profit potentials from their services if they undertake proper marketing. Yet, lack of
knowledge of marketing principles, lack of trained staff, poor financial allocations, insufficient technology
and know-how etc. were identified as problems that hinder the practice of marketing.

In the present day, social media tools and Web 2.0 applications are very common ways to market services
and disseminate information. A few studies have been carried out locally on application of such
techniques in libraries. Athokorala (2021) discussed the importance of marketing library services in Sri
Lankan universities using social media platforms. The opinion of the majority of librarians was that it is
timely and very important. University librarians have a positive impression on enhancing the image and
e-reputation of the library, knowledge literacy and education network, easily via social media. The study
further identified Facebook platform as the most significant and powerful social media tool which might
be utilized to promote university libraries in Sri Lanka whereas other social media platforms like wikis,
podcasts, tagging, and blogs are not as effective.

Using product/service diversification strategy to retain their market share which is a business sector
application is now practiced by non- profit organizations including libraries. Arachchige (2020) aims to
conceptualize the potential of product/service diversification in academic libraries and explore how
university librarians of Sri Lanka perceive the possibility of implementing the product/service
diversification in their libraries. The study found that university libraries in Sri Lanka have mostly
approached the ‘directly related’ service diversification strategy through renovating and enhancing core
services which are expected from a general academic library. However, many librarians have perceived
the ability to implement ‘Indirectly related service diversification’ through a number of extension services
attached to the library. Diversification is difficult in academic libraries due to many issues mainly
associated with administrative factors, knowledge deficiencies, organizational environment and
attitudinal issues of library administrators

As mentioned at the beginning of this literature survey, there is a dearth of local studies related to
marketing in special libraries. Therefore, the authors concentrate on a few foreign studies to revitalize the
knowledge on the topic.

Rathore (1995) in a study of Agricultural Research Institutes under Indian Council of Agricultural Research
(ICAR), revealed that the research institutes of ICAR had a lack of total application of marketing concept
such as written statement of marketing plan, separate budget for marketing of information
products/services and segmentation. A survey carried out by Mohan (1998) on special and university
libraries and information centers of India found that though the librarians had positive attitude towards
the marketing of library and information services, some common barriers such as lack of knowledge, skills
and exposure to the concept of marketing and lack of manpower and financial support hinder the process.
Singh (1999), investigated the attitudes towards marketing library and information services in a survey of
Council of Scientific and Industrial Research (CSIR) libraries and information centers of northern India. The
study revealed that personality factors such as extroversion and openness to change, experience and
training influenced their marketing attitude.
Kanaujia (2004) carried out a study on marketing of information products and services in Indian R&D
library and information centers. The Indian R&D librarians and information managers are facing challenges
such as complexity in ways of identifying clients and their requirements and servicing them ; an increase
in cost of information and information technology; drying up of subsidy and the need to find alternative
sources of revenue. In another study it was revealed that unstable internet connectivity and inadequate
funding are the major challenges to effective marketing of library resources, services, and products
(Osinulu et al., 2018).

3. Statement of Problem

Special libraries, as defined earlier plays a unique role in the library community. These libraries are very
much prone to be underutilized since they have a limited and specific user community. On the other hand,
special libraries have the advantage of focusing entirely on the needs of one specific category of users
within the parent institution as well as in the larger society. This is advantageous when devising a
marketing plan as to when segmentation can be kept within narrow limits. If properly engaged the
librarians can create effective plans which will serve to achieve organizational objectives and help meet
the needs of the library users with less efforts. Reviewing of literature shows that a knowledge gap exists
regarding application of marketing concepts in special libraries in Sri Lanka. Therefore, this study aims to
investigate the status of marketing in special libraries with reference to libraries situated in the Colombo
District, the commercial capital of Sri Lanka. This research will inquire whether sp. libraries adhere any
sort of marketing concept or practices (either unintentionally or deliberately) and the techniques used for
marketing. It will also try to identify how librarians perceive the concept of marketing. The findings will
help to analyze the existing marketing environment of special libraries and identify their capabilities and
potential for implementing marketing practices in future.

4. Research Objectives

The aim of the study is to explore the current status of marketing practices in special libraries and identify
the possibilities of practicing well planned marketing activities in future. Specific objectives of the study
are as follows:

1. To identify the marketing concepts/ activities practiced by special libraries

2. To explore current techniques employed by special libraries in marketing their library

 and information services.

3. To assess librarian’s perceptions towards marketing of library and information services.

5. Methodology

Special libraries in the Colombo district were the target population of the study. Those libraries were
identified by a directory of libraries published by Sri Lanka Library Association. Initial investigations
revealed that some of the libraries included in the directory have had discontinued their services at the
time of the study due to various reasons such as the absence of a librarian, being obsolete or sequential
deterioration. Thereafter, 50 functioning special libraries were identified within the Colombo district
which were managed by a librarian or a responsible senior staff member. This was considered as the study
population and the entire population was taken as the sample according to purposive sampling method.
The sampling method can be justified on the basis that the population is of a manageable size and it would
provide a complete picture of the study by considering the whole population (Lavrakas, 2008). The
instrument used was a structured self-administered questionnaire which consist of 17 questions under
five subsections. The majority of the questions were closed type, but some open-ended questions were
also included. A pilot survey was conducted among five selected special libraries in the city of Colombo.
The feedback was used to refine the final format of the questionnaire. Since the data collection for the
study was carried out during the second wave of the Covid 19 pandemic in Sri Lanka (Nov. 2020 - March
2021) the questionnaire was distributed via email as a google form questionnaire. Complete responses
were received from 35 librarians/ person in charge of libraries (response rate of 70%.). Summarized data
were extracted from Google form summary sheet, refined, coded and further analyzed using Microsoft
Excel. Results were interpreted using descriptive statistics.

6. Results and Discussion

The first section of the questionnaire was designed to collect background information of the special
libraries under study.

6.1 Background Information of the special libraries under study

(a) Specialty and age of the library

Most of the libraries were specialized under the science and technology field (13, 37%), followed by
Banking-finance and economics (8, 23%), Safety and health (6, 17%). Four libraries each (11%) were
specialized in ‘social and public administration’ and ‘law and legislations’ subject stream.

Period of existence or age can directly affect the collection strength of a library and to build a reputation
in the community. A majority of the libraries in the study 28 (80%,) have been established and functioning
for more than 25 years. Four libraries (11%) had a history of 10-15 years, one library between 15-20 yrs
and 2 libraries with a history of 20-25 years.

(b) Collection strength of physical material

Books, journals, and online material were the most common resources available in special libraries. In
addition, special libraries have reported a variety of collections such as audio-video collection, own
institutional publications collection, pamphlet collections, maps and cartographic material, annual
reports, statistical reports, handbooks and research reports collections as examples.

As shown in fig.1, a great variation in the number of collections ranging from a minimum of 1000 to more
than 25000 physical materials were reported. Overall, 48.6 % libraries had a collection less than 10000
while 37.1 % had a collection between 10000-25000, whereas 14.3 % of the libraries had a collection of
more than 25000. It can be concluded that most of the libraries under study (9 - 25.7%) had a collection
between 5000-10000 material.

(c) Availability and types of online resources

Majority of special libraries in Colombo district (66%, 23) are able to provide online resources, while 34%,
(12) of special libraries does not have this facility. The respondents were asked to indicate the availability
of databases, e-books, e-journals, e-papers, and any other material. As shown in fig 2, access to databases
were provided by 16 (69.6%) libraries, whereas access to e. books and e. journals were provided by 14
libraries each (60.9%). Eleven libraries (47.8%) had e-papers in their collection while 4, 17% other libraries
have reported various other online material types in their collection. 17% (4) of the libraries were able to
provide all 4 types of resources mentioned above. While 6 (26%) libraries provided only one type.
 10 25.7%
22.9%
8 20.0%
No of libraries
6 14.3%

4 8.6% 8.6%

Total number of Physical material

Figure 1 : Strength of Physical Collection

20
69.6%
16 60.9% 60.9%
No. of Libraies

12 47.8%

8
17%
4

0
Databases Ebooks Ejournals Epapers Miscellaneous

Types of Online Resources provided

Figure 2 : Strength of Online Resources

6.2 Marketing concepts practiced by special libraries

The respondents were asked to indicate their awareness about applications of marketing concepts for
marketing library and information services. The great majority of 91% said that they are aware of
marketing concepts while 9% of respondents were not aware of application of marketing concepts in
library and information services.
The respondents were asked to indicate ‘yes’ or ‘no’ as to if they practice 10 common marketing functions
listed by the researcher. The results revealed the occurrence and popularity of these functions (fig 3).
Functions which received more than 50% of responses were considered as popular practices among
special libraries under study. Accordingly, the most popular practice was conducting awareness programs
for users (78%, 25). The next popular practices were having a vision and mission for the library and
focusing on public relations (65.6%, 21). More than half (56%, 18) the libraries in the study practice
designing new information products. Advertising library events and services is practiced by 50% (16) of
the libraries. The study shows that only 18% (6) of libraries had a logo. Reason could be that special
libraries being authorized under their parent organization, do not have the provision to adopt a logo for
the library separately or do not consider having a separate logo.

Having a logo for the library 18.8%, 6

Convince parent organization about the importance of… 43.8%, 14

Conducting market research/ user surveys 46.9%, 15

marketing functions practiced by libraries

Marketing plan for your library 46.9%, 15

Advertising your library events in social media 50%, 16

Educating staff about marketing 50%, 16

Designing and creating new information products 56.3%, 18

Focus in public relations 65.6%, 21

Having a vision and mission 65.6%, 21

Conducting awareness programs for users 78.1%, 25

0.0 20.0 40.0 60.0 80.0 100.0

Frequency of responses (%)

Figure 3 Marketing concepts practiced by special libraries

Having a marketing plan is the most important aspect in conducting formal marketing practices.
Nevertheless, the results revealed that majority of libraries (53.1%) does not have a marketing plan for
the library. Further, it was found that most of the libraries (53.1%) do not conduct user surveys/market
research which is a primary requirement in marketing. Surprisingly 56.2% of the libraries have not
attempted to convince the parent organization about the importance of marketing which in a way reflects
their lack of interest or lack of communication with the parent organization. However, half of the libraries
have reported that they educate their staff about marketing.

These results indicate that primary marketing concepts are not applied in a majority of special libraries
under study even though they deploy some marketing techniques, reasoning out that marketing is not
practiced deliberately. Similar results have been revealed in earlier studies elsewhere. A study of special
libraries under the Indian Council of Agricultural Research (ICAR) shows that those libraries had a lack of
total application of marketing concept such as written statement of marketing plan although they
practiced different marketing techniques ( Rathore , 1995). Nkanga (2002) in a study of special libraries
in Gaborone, Botswana, found that though a majority of the librarians and information officers were in
favor of marketing their services to the users, but in practice very few of them under took formal
marketing planning and prepare marketing plans. Promotion was the only element of the marketing mix
to which they pay attention.

6.3 Techniques employed for marketing

When asked about the awareness of different techniques available for marketing, a great majority of 91%
of Special librarians responded positively, while 9% of special librarians (3) had indicated they are not
aware of marketing techniques. However, when asked to indicate the type of techniques used, one of
these three librarians, had also responded. This response implies that even without knowing if it is a
marketing technique, they too had applied certain techniques to promote their libraries.

Table1 presents the different types of techniques used by special libraries to reach users. The results
show that disseminating information of any kind via email list (71%), managing a library website (71%),
conducting seminar and workshops (54.8%), publishing and disseminating brochures and leaflets (54.8%)
are the popular techniques used by special libraries. Least attention was given to techniques such as
distributing book marks, holding book presentation, publishing announcements in press or broadcasting
in local media and carrying out social welfare programs. Social media were found to be used by 51% of
the libraries indicating its emergence as a new popular media, whereas traditional methods such as notice
board (48%) and orientation programs (45%) were still used by a number of libraries.
Table 1 Marketing techniques employed in special libraries

Technique employed by libraries Number of libraries Percentage %

Email lists 22 71
Library website 22 71
Seminars/ workshops 17 54.8
Brochures, leaflets and pamphlets 17 54.8
Social media 16 51.6
Library noticeboard 15 48.4
User orientation programmes 14 45.2
Library Tours 12 38.7
Newsletters/ online newsletters 12 38.7
Exhibitions 10 32.3
Flyers/e-flyers 9 29.0
Poster campaign 8 25.8
Social welfare programs 6 19.4
Announcements in press or local media 6 19.4
Book presentation 6 19.4
Bookmarks 3 9.7

6.4 Librarians’ Perceptions on marketing

Thoughts, beliefs and opinions of librarians regarding marketing is very important for the continuation of
existing marketing practices and identifying the potential for future marketing practices. The perception
of librarians was assessed on five areas: a. Acceptability of marketing concept b. marketability of their
resources c. Influence of user’s attitudes and behaviors on marketing, d. Challenges from other libraries
e. Status of current practices in their libraries

a) Librarians’ perception regarding the acceptability of marketing concept in special libraries

As shown in fig 4, a majority (93%, 31) of the librarian’s opinion was marketing is acceptable for special
libraries. While 3% (1) did not have a clear idea and 3% (1) did not think marketing was an acceptable
concept. Having a positive impression of marketing provides a solid foundation for launching marketing
practices in future.
 Neither Agree nor Disagree,
Strongly Disagree, 3%
3%

Strongly Agree,
48%

Agree, 45%

Statement = “marketing concept is acceptable to special libraries”

Figure 4 Librarian perception regarding acceptability of marketing concept in special libraries

b) Librarians’ perception regarding marketability of resources in special libraries

Research participants were asked to express their opinions on the marketability of products and services
in their own library, using a five-point Likert scale ranging from 1 (=Highly Marketable) to 5 (= non-
Marketable)

Table 2 Marketable library products and services

Resource HM M MM SM NM Mean

Books 46.9 46.9 3.1 0.0 3.1 3.69 M

Periodical 25.8 51.6 6.5 9.7 6.5 4.42 HM

E-resources 43.8 50.0 0.0 3.1 3.1 3.06 MM

CD/DVD 10.0 43.3 16.7 23.3 6.7 3.80 M

Research reports 41.9 22.6 9.7 12.9 12.9 3.35 MM

Newspaper article collection 24.1 34.5 24.1 10.3 6.9 4.07 M

Library spaces and

35.5 38.7 3.2 16.1 6.5 4.42 HM
infrastructure
Special library services as a
53.1 34.4 6.3 0.0 6.3 4.28 HM
whole
HM- highly marketable, M- marketable, MM- moderately marketable, SM – somewhat marketable, NM- non- marketable
As shown in table 2, periodical collection, library spaces and infrastructure and library services as a whole
were perceived by librarians as highly marketable resources. Newspaper article collection, CD/DVD
Collection, and books collection were categorized as marketable resources in decreasing order. Research
reports and e- resources were grouped as moderately marketable products. Although each type resource
was perceived by some as non- marketable resources (6% of total responses), it was not significant enough
to categorize any type of resource as non-marketable.

c) Librarians’ perception regarding the influence of user’s attitudes and behaviors on marketing

The librarians were asked if users attitude, and behaviors can challenge or affect the application of
marketing concepts and practices. As depicted in figure 5. a proportion of 37% agrees that it can affect
marketing while 36% disagree/fully disagree with the statement. Moreover 27% librarians could not
decide on it as shown by the neutral responses.

Fully disagree
12%
Agree
37%
Disagree
24%

Neutral
27%

Statement = “user attitudes and behaviors can challenge or affect attempts to uptake and implement marketing”

Figure 5 - librarians’ perception regarding the influence of user’s attitudes and behaviors on marketing

d) librarians Perception regarding the influence of other competitive libraries on marketing their own
library

There were different perceptions of librarians, towards other competitive libraries when marketing library
and information services. According to Figure 6 most of the librarians (58%) perceived those other
competitive libraries were not a challenge to marketing their library by fully disagreeing (35%) or
disagreeing (23%) to the given statement. Some librarians (21%) agreed that other competitive libraries
would be a challenge to them, when marketing library and other 21% did not have a clear idea.
 Agree
21% Fully disagree
35%

Neutral
21%

Disagree
23%

Statement = “Other competitive libraries are not a challenge or affect attempts to uptake and implement
marketing”

Figure 6: Perception of librarians regarding the influence of other competitive libraries on marketing
their own library

e) Perception of librarians on the marketing practices used in their library

Special librarians were asked to indicate level of satisfaction on the marketing practices used in their
library. As shown in figure 7, 58% of the librarians were satisfied or strongly satisfied about marketing
practices used in their library. The next highest proportion of 29.4% remained as neutral (Neither satisfied
nor dissatisfied). Further, 11% of respondents were dis-satisfied of marketing practices used in their
library.

Dissatisfied, 9% Strongly dissatisfied, 3%

Strongly
satisfied, 24%
Neither satisfied or
dissatisfied, 29%

Satisfied, 35%

Statement = “are you satisfied with the marketing practices of your library?”

Figure 7 Overall satisfaction on the marketing practices used in the library

Conclusions

The aim of the study was to explore the current status of application of marketing in special libraries in
the Colombo District and identify the possibilities of practicing well planned marketing activities in future.
Information on resource availability, current marketing practices and perceptions of librarians gathered
in the study were helpful to understand the present status and future potential of launching marketing
practices in these libraries. As suggested by Arachchige (2002), special libraries in Sri Lanka have a
sufficient number of resources acquired and market opportunities available. The current study further
proves this finding.

Out of 35 special libraries in the Colombo district, Sri Lanka, a majority (80%) have been established and
functioning for more than 20 years and even the relatively new libraries had a history of at least 10 years.
Many libraries (37%) were categorized under science and technology field which is one of the 5 major
subject fields to which the libraries under study were categorized. Those libraries have a greater
opportunity for utilizing their resources to promote outreach programs for STEM learning and innovation,
recognizing that Science, Technology, Engineering, and Math (STEM) education is essential to an ever-
expanding range of jobs which require a highly educated workforce with advanced skills in those subjects.

Further, 23 % of the libraries were specialized in banking, finance and economics sector which is an area
of high demand in the current society. These libraries also can market their resources to the outside
communities to create new client groups consisting of professionals, entrepreneurs and students.

It is agreed that the quality and quantity of a library’s collection depends on the goals, objectives, or
mission of a parent organization to which the library may belong. It also depends on the policies of a
library such as acquisition, weeding, donation etc. Therefore, the size of the collection alone cannot be
used to evaluate the ‘goodness’ of a library. Nevertheless, it is also felt that there is a definite relationship
between the size of a given collection and its ability to respond to the needs of its clientele expressed in
terms of a probability. Usually, a typical special library collection is very small in size, but is exhaustive in
its specific subject coverage. Bonn in (1974) opined that a collection of 5,000 books in such a library could
be more useful than 10,000 books on the same subject in some other kind of library. Based on this
statement it can be stated that most libraries in the study owned a satisfactory physical collection,
because 51.5% of the libraries had a collection greater than the mean collection size (>12000). This is a
positive attribute for those libraries if they are willing to explore marketing avenues in future.
Providing and facilitating access to online resources is a compulsory requirement of libraries in the
contemporary society. This creates a multiple array of new service delivery options and marketing
strategies. Provision of online resources by special libraries in the study can be considered as satisfactory
because 65% of the libraries were able to provide access to online databases, e- books or e-journals.
However, 34% did not provide online services of any kind and this should be improved in future.

The perception of librarians on marketing aspects and the knowledge on marketing is very important to
launch and carry out marketing practices. A great majority of 91% of librarians said that they are aware of
marketing concepts, but when exploring the practices adopted by libraries it is felt that formal marketing
concepts are not followed, instead unintended marketing was carried out at most libraries. As evidence
the majority of libraries (53.1%) do not have a marketing plan for the library and do not conduct user
surveys/market research which is a primary requirement in marketing. It was disappointing to note that
56.2% of the libraries have not attempted to convince the parent organization about the importance of
marketing. Most librarians give priority to promotion works such as conducting user awareness
programmes (78.1%) and advertising in social media (50%). Most of the libraries even design new
information products (56.3%) but the number of libraries conducting market research is only 46%
indicating that such activities are carried out without proper identification of user needs. This indicates
the lack of strategic market planning in these libraries.

Therefore, the study concludes that “unintended marketing” is practiced in a majority of special libraries.
The study further identified different techniques used by these libraries to market and promote their
resources with or without consciousness of marketing concepts. Disseminating information of any kind
via email list (71%), managing a library website (71%), conducting seminar and workshops (54.8%),
publishing and disseminating brochures and leaflets (54.8%) are the popular techniques used by special
libraries. Least attention was given to techniques such as distributing book marks, holding book
presentation, publishing announcements in press or broadcasting in local media and carrying out social
welfare programs. Social media were found to be used by 51% of the libraries indicating its emergence as
a new popular media, whereas traditional methods such as notice board and orientation programs were
also still used by more than 45 % of libraries.

In order to assess the potential of implementing well planned marketing activities in future, the
perceptions of librarians regarding some commonly raised matters related to marketing were
investigated. The acceptability of marketing concept in special libraries was well recognized by a majority.
The next question was posed to assess if librarians consider their resources as marketable. Most of them
believe that the periodical collection as highly marketable. Usually, special libraries hold unique
periodicals such as annual reports, statistics, policy documents, standards published by the mother
institution, which are valuable knowledge resources for specific purposes. Overall, the librarians consider
their library spaces and the services are marketable. This is an encouraging finding for implementing
future marketing activities.

Librarians of special libraries holds a mixed perception regarding how users would react to marketing
practices if they are implemented in their libraries. Some believe it can be a challenge while some (37%)
are ready to takeover marketing despite what the user thinks. A majority of the librarians believed that
other libraries are not a challenge when employing marketing practices in their own library. It reflects
their assumption that each special library has its unique collection in line with their mother institutions
mission which are diverse among institutes so there would be no competition when serving a particular
user group.

Overall findings regarding current marketing practices and librarians perceptions as a whole concludes
that the majority of librarians have positive attitudes towards marketing, and they have identified the
resources and services in their libraries which has the potential for marketing, which is a good indication
that these libraries can break the boundaries and take up formal marketing if confronted with a proper
market plan.

This is the first attempt to discover the extent to which marketing concepts are applied in special libraries
in the Colombo district. Findings of the current study necessitated further research on special library
marketing.

Recommendations

• Librarians and library management should consider designing a ‘market plan’ to guide them in all
activities regarding the marketing of their libraries, which necessarily includes conducting user
surveys to assess user needs, fragmentation and designing new products etc.
• Librarian and library management should ensure the use of different cost-effective techniques to
promote the resources and services identified as marketable in these libraries.
• More avenues for library professionals to sharpen their skills and improve their perception and
attitude to marketing library services should be created. This could be enhanced through
seminars, workshops, conferences, short courses and other related programmes on the subject.
This will enable them to identify areas of strength and weaknesses in a competitive environment.
Future research

To better understand the implications of these results, future studies could address how
practicing formal marketing could be help full to improve the usage of special libraries (success
stories) and what are the effective marketing techniques that can be employed in special library
marketing.

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