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Volume : I, Issue : IV, May - 2011 MARKETING MIX IN THE CONTEXT OF COLLEGE LIBRARY Anjali M. Bhide Published By : Laxmi Book Publication Abstract : With entry of information technology and communication channels libraries are forced to change their traditional attitude and introduce new resources and services in the library. The broad concept of marketing which includes satisfaction, exchange of values and objectives are helpful in giving improved services to the users. Marketing mix with seven elements shows its usefulness and application in the library functioning. In this paper these elements are discussed in the context of college libraries. Keywords : Article : Cite This Article : Anjali M. Bhide, (2011). MARKETING MIX IN THE CONTEXT OF COLLEGE LIBRARY. Indian Streams Research Journal, Vol. I, Issue. IV, http://oldisrj.lbp.world/UploadedData/6273.pdf References : - 1. C. V. Hiremath and C. R. Karisiddappa. Marketing of Library and Information Services Concepts, Issues and Strategies. GOLA, Goa; 2000
- 2. Sudagade, Prabha D. Marketing strategies and techniques in enhancing Public Relations activities. GOLA, Goa; 2000
- 3. Narayana, G. N. Library and Information Management. Prentice-Hall of India, New Delhi; 1991
- 4. Kotler, P. Marketing Management. Prentice-Hall of India, New Delhi; 1991
- 5. Venugopal, Vasanti and Raghu, V. N. Services Marketing. Himalaya P. House, Mumbai: 2009
- 6. Srinivasan, R. Services Marketing. 2nd edition, Prentice-Hall of India, New Delhi; 1991
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