Maria Rekowska Marketing and university libraries services
	The Main Library of the Warsaw School of Economics
	This article was translated thanks to the grant received from the Open Society Institute

In recent years, the subject of library management has been discussed in many books in great detail. The issue of applying marketing strategies to library management has been discussed at length in a number of publications on the subject.^[1]One is under impression while analysing these publications - detailed monographs as well as articles in periodicals regarding libraries - that libraries face a very shaky and uncertain future unless, that is, they embrace current enthusiastic (present in social and non-profit institutions) pro-marketing trends. Apparently, library managers should not waste any more time and start hammering out marketing plans for their libraries.

Two questions immediately come to mind:

• Is this approach really necessary?
• Can a library operate successfully and respond to its readers needs without marketing strategy?

Some publications refer to certain elements of marketing, i.e. promotion, as useful in a smooth operation of any library.^[2] Such an approach considering the practical side of things seems to be suitable, especially considering that promotion is used in libraries on a regular basis.

Is marketing strategy indispensable at university libraries?

The function and operation of these particular libraries is closely related to that of universities and determines, in a way, the core clientele. Logically, the primary users would be students and university staff. Then, there follow the students and staff of other universities and colleges, especially those of similar educational profile, (for example: economical, medical, agricultural). Other readers not related to universities, but interested in the contents of the library, are high- school students or professionals searching for information. The number of so-called outside users often surpasses the number of own users. Such situation can be observed at the Main Library of the Warsaw School of Economics (Szkoła Główna Handlowa w Warszawie), where the number of outside readers has been steadily growing. In February of 2000, the library issued special library cards for outside users; mainly for the purposes of gathering information about their backgrounds.

Almost all university libraries have been experiencing the increase in the number of outside users in the last couple of years, and it is only natural, as they firmly hold their rank among best-equipped and well-organised facilities of this kind. As a rule, they guarantee access to the Internet, to major library databases, the use of CD-ROMs, etc. also, one can obtain desired information and materials faster than anywhere else. These diversified services (also, access to copiers, computers and computer printouts, CD-ROMs attached to some publications), guarantee a fair client turnout and make these libraries a very popular source of information. During term periods, with all due (and overdue) papers, the traffic at those libraries can be overwhelming, and they are forced to operate over their capacity (there are usually difficulties with free space in reading rooms, at computer stations, at the information desks). At that time, the library staff is forced to work under extreme pressure.

The question arises: Is marketing strategy really indispensable in the process of library management? It is common knowledge that marketing, its philosophy and ideas emerged at the beginning of XX century, in the U.S.- as industrialists answer to solving mounting problems regarding the disposal of the overstocked goods. It seems quite clear that university libraries are not in danger of facing the lack of clientele rather, to the contrary, - the growing need for library services makes libraries and their status absolutely essential in the process of university education. Therefore, one can assume that demand for library services will only increase. There are new, mostly private, universities the product of recent years, with their fledgling libraries those, however, cannot compete, (considering their content) with large, established libraries of prestige and long tradition. This is why such libraries as the one of the Warsaw School of Economics are experiencing the influx of new users these libraries are slowly but surely becoming the multi-profile information centres. In this situation the application of marketing strategies seems to be unnecessary as they contradict the natural progression and course of library processes.

Some of the authors of related publications are of the opinion that "all new philosophies of management are in conflict with founding theories of library science and business, but as marketing affects all non-profit organisations - libraries need to accept it."^[3] Other authors go very far in their praise of marketing : "it gives us great personal satisfaction to try our potential during the implementation of marketing in libraries. We can, at that time, improve these libraries function, as marketing, through the process of its implementation, improves our self-image and creates a significant life opportunity. We need to accept this intellectual challenge and proceed with creation of new Polish libraries".^[4]

The author of this article, surprised by such opinions, counters with the following:

• Librarians need not be concerned about their image or self-worth, as they collectively and individually constitute a very valuable part of the society. They definitely do not need marketing as a crutch for the improvement of their self-image or self-worth.
• Achieving success as a logical consequence of implementation of marketing is often pointed out in the publications^[5] and, again, a question comes to mind: How does one define and measure success in library operation? Can it be measured by the actual number of users and increased financing? (Philip Kotler and his thoughts on non-profit institutions).^[6]If one were, indeed, to measure success by the number of readers, then, university libraries can definitely be perceived as a great and permanent success.
• All marketing ideas are consumer and supply oriented. In relation to libraries, this means minding the actual and prospective requirements of users. Such orientation seems to be obvious where all service institutions are concerned and constitutes these institutions very livelihood. Apparently, marketing has not introduced anything new into this concept. Surely, university libraries programs have always been very clear; their management always knew who their clientele would be, what kind of resources to get and, only recently, what computer databases and software to implement in order to best accommodate the users.
• The author finds it difficult to agree with the following statement: In Polish libraries, one can observe certain phobias and anxieties, on the part of the library management, caused by he introduction of the new ideas.^[7] One can easily deduct that the new in question means computerisation, as well as organisational changes brought about by marketing strategies. University library managers, however, should not be fearful and apprehensive about changes (especially computerisation), as interest in new trends and technologies is high with plentiful seminars, computer workshops and lectures on the subject to prove the point. Concrete solutions are being employed in university libraries purchases of full-text databases of foreign periodicals, creation of consortia that facilitate access to these databases. University staff participation in continuing education is significant post-diploma library studies, scientific information courses are usually financed by universities.^[8]
• Finally, the statement which does not necessarily reflect the actual opinions of the society, namely: The very term, marketing , with a ring of novelty and excitement to it, raises positive response and good connotations in people's consciousness.^[9] Definitely, for some part of society, the word marketing may sound new and exciting, but for the remaining part, it is unclear at best. More often, one can encounter controversial and sometimes downright negative opinions on the subject of so-called network marketing (i.e. Amway or advertising and its forms), especially when the development of children and youth is concerned.^[10] Some publications point to the phenomenon of the so-called impulse buying, when people, influenced by ads, are prone to purchasing items which are never used afterwards.^[11]

All the above-mentioned services offered by university libraries can be easily and successfully rendered at full capacity with library management's reasonable and common sense approach to decision-making. All specific marketing techniques need not be applied providing the library staff have their branch's best interest at hearts and do their jobs well. An active and leading role of the management is likely to result in similar approach of the rest of the team who, performing well at their respective jobs, will directly benefit the library and indirectly the university.

First print:
Usługi bibliotek akademickich a marketing / Maria Rekowska // Przegląd Biblioteczny. - 2000, vol. 3.

Footnotes

[1] Próby zastosowania marketingu w bibliotekach. Pr. zbior. pod red. R. Cybulskiego. Warszawa 1997; J. Wojciechowski: Marketing w bibliotece. Warszawa 1993; C. C. Lee: Marketing strategies for the academic library. "Journal of Educational Media and Library Science" 1992 vol. 29 p. 239-246..

[2] J. Sójka: Promocja w strategii marketingowej. Poznań 1994.

[3] J. Sójka: Profilaktyka w zarządzaniu biblioteką przez jakość. [In:] Wdrażanie nowoczesnych technik zarządzania w instytucjach non-profit na przykładzie naukowej biblioteki akademickiej. Cracow 1998, p. 236.

[4] R. Cybulski: Marketing - sposób nowoczesnego myślenia i działania."Roczniki Biblioteczne" 1998, p. 19.

[5] R. Cybulski: Marketing - sposób nowoczesnego myślenia i działania. "Roczniki Biblioteczne" 1998, p. 7, 9, 13.

[6] Ph. Kotler: Marketing. Analiza, planowanie, wdrażanie i kontrola. Warsaw 1994, p. 27.

[7] R. Cybulski: Marketing - sposób nowoczesnego myślenia i działania."Roczniki Biblioteczne" 1998, p. 10.

[8] The majority of 22 graduates of Postgraduate Course of Scientific Information and Book Studies in 1999/2000 academic year was the university libraries staff.

[9] R. Cybulski: Marketing - sposób nowoczesnego myślenia i działania. "Roczniki Biblioteczne" 1998, p. 5.

[10] A. Przecławska: Działania marketingowe i reklama a rozwój psychospołeczny dzieci i młodzieży. "Zarządzanie i Edukacja" 1999, nr 2, s. 67-79; Reklama budowana na strachu. "Manager" 1997 no 3, p. 61-68; A. Stopka: Zło konieczne? "W drodze" 1997 no 12, p. 51-59; B. Kwarciak: Manipulowanie kontekstem w reklamie. "Aida" 1997 no 6 p. 14-16; I. Barlovic: TV - Werbung hat es schwer bei den Kindern. "Marketing Journal" 1996 no 5, p. 326-327; B. Melzer-Lena, O. Hansen, A. Dammler: Kids und Werbung. "Marketing Journal" 1997 no 5, p. 314-317.

[11] B. Wansink, S. A. Brasel, S. Brasel: The mystery of the cabinet castaway: why we buy products we never use. "Journal of Family and Consumer Sciences" 2000 vol. 92 no 1, p. 104-107; D. Doliński: Przymus kupowania. "Aida" 1997 no 10, p. 41-42.

Translated by Dorota Jaglarz