Module Identifier IL32610  
Academic Year 2001/2002  
Co-ordinator Dr Judith Preston  
Semester Semester 2  
Other staff Ms Trudi Higginbotham, Timothy Hayward  
Course delivery Lecture   22 Hours  
Assessment Report   Essay of 2,500 words. Due 1500 Friday, 22 March 2002   50%  
  Exam   1.5 Hours   50%  

Aims and objectives

The service sector today occupies a significant position in the economies of most countries, especially those in the West. As private sector companies face increasingly fierce levels of competition, a further group of public services, including libraries, are beginning to experience the realities of competition for the first time. Service producers and managers have to be sure increasingly that they are producing the right services in the right places at the right time for the right price. Thus, marketing within the service sector is more important than it has ever been.

At the end of this module you should know:

.   the importance of marketing as a business philosophy in competitive operating environments;
.   the tools of the marketing mix and their appropriateness to the marketing of services;
.   the nature of an organisation's marketing environment and frameworks for its analysis;
.   the purpose and methods of collecting and analysing marketing research data.

Reading Lists

Wadley A L, Broady J E and Hayward T E (1997). Anevaluation of current public library service to the full-time employed. In Library Management 18(4),pp.205-215.
Wadley A K, Broady J E and Hayward T E (1997). Marketing the public library service to the full-time employed: future directions?. Library Management 18(5), August. (15 June on the Internet)
Wood M Sandra (ed). Lost analysis, cost recovery, marketing and fee-based services: a guide for the health sciences librarian. Haworth Press, 1985
Zachert M J K. Marketing measures for information services. Special Libraries. Spring 1986,pp.61-70.
Coote, Helen and Batchelor Bridget. How to market your library service effectively. 2nd. Aslib, 1997
Hart K. Putting marketing ideas into action. Library Association 1998
Kinnell M and Macdougall J. Meeting the marketing challenge: strategies for public libraries and leisure services. Taylor Graham 1994
Saez E E de. Marketing concepts for libraries and information services. Library Association, 1993
Broady-Preston J E and Hayward T E. The role of information in the strategic managementprocess. British Library Research and Innovation Report 171
Smith G. Developing marketing strategy in the not-for-profit sector. Library Management 13(4), 1992
Lancaster G and Massingham L. Marketing management. McGaw-Hill 1993
Lancaster G and Massingham L. Essentials of marketing. 2nd. McGaw-Hill 1993
Kotler P and Andreasen A R. Strategic marketing for nonprofit organizations. 5th. Prentice-Hall 1996
Kotler P et al. Principles of marketing. 2nd. European ed. Prentice-Hall Europe, 1999. (Hugh Owen Library)
Kotler P. Marketing management: analysis planning, implementation and control. 9th. Prentice-Hall International 1996
Jobber D. Principles and practice of marketing. 2nd. McGaw-Hill 1998
Irons K. The marketing of sevices: a total approach to achieving competitive advantage. McGaw-Hill 1997
Cannon T. Basic marketing: principles and practice. 4th. Cassell, 1996
Palmer A and HArtley B. The business and marketing environment. 2nd. McGaw-Hill 1996
Mudie P and Coltan A. The management and marketing of services. 2nd. Butterworth-Heinemann 1997
McDonald M H B nand Payne A. Marketing planning for services. Butterworth-Heinemann 1996
Preston J and Hayward T E. Strategic information management in the UK retail banking sector. Business Information Review
Darlene E Weingard. Marketing of library and information services. University of Illinois Graduate School of Library and Inofromation Science, 1995,pp.289-513 (Library Trends, vol.43, no.3.
Hamilton F. Infopromotion: publicity and marketing ideas for the information profession.. Gower 1990
Palmer A. Principles of service marketing. 2nd. McGaw-Hill 1998
Cronin B (ed). the marketing of library and information services. Vol 2, Aslib, 1991 - (Volume 1 published 1982)

Cockrill A and Broady J. Opportunities and threats: the macro-economic environment of British and German University Libraries. Journal of Librarianship and Information Science, 26(2) June 1994,pp.83-92
kinnell M. Quality management and library and information services: competitive advantage for the information revolution. IFLA Journal 21(4) 1995,pp.265-274