Everything is Marketing: An Analysis of Functional Relationships of Marketing and Libraries

Abstract

The scope of marketing in libraries is unlimited but has not been fully explored. To understand it more precisely, the scope of marketing by way of its function needs to be understood. The functions of marketing include: Buying, selling, transporting, storing, standardisation and grading, financing, risk taking and market information functions. A relationship between marketing functions and library operations has been established. It is found that the scope of marketing is greater than envisaged in professional literature and most of the library functions can be covered in marketing gamut. Looking at library functions from marketing angle offers greater scope of library marketingDOI: 10.14429/djlit.36.3.9888