Abstract:
Marketing is an approach to achieving user satisfaction. Marketing products in industries
is essential to increase sales and, consequently, gain profit. However, the promotion and
marketing of library resources and services must be aware of the library services. Therefore,
a public library is a center where different readers can be found. The marketing of library
services is the best method to take the library services and resources to the reader. This
study focuses on identifying the methods used in the marketing of library services and
identifying the challenges faced while implementing the strategies. The librarians
representing 30 public libraries in the Matara district were involved through the random
sampling method. A questionnaire was distributed among the participants to collect data.
The findings revealed that under the marketing of library services and resources, most
libraries use techniques such as content page service, new arrivals, education fairs,
seminars, competitions, exhibitions, managing notice boards, and storytelling hours. 37%
of the libraries considered for the study involve mobile library service as a service
marketing method. 34% uses electronic modes. Mainly, Facebook social media is used by
the majority of the libraries. However, it revealed that they hadn't paid adequate attention
to modern technological trends such as web pages, online catalogs, and databases. The
primary reason for these libraries not to engage modern methods is the lack of technical
knowledge of the library staff. An inadequate number of electronic devices and a lack of
support from the mother institute were also listed under the challenges. Enlightening the
librarians about the importance of marketing library services and resources, making
awareness of relevant methods which can involve modern technology, providing practical
training opportunities, organizing seminars and workshops can be recommended to
upgrade the marketing of library service and offer quality service to the readers.
