Marketing Application in Public Libraries of the Punjab: An Exploratory Study

Abstract

The purpose of this study is to explore the application of marketing strategies and marketing mix by the 46 public libraries of a province of Punjab, Pakistan, It is concluded that although the marketing mix was not implemented as a pre-defined method but various existing services adequately fit the description. Reference services, face-to-face user’s assistance, and Current Awareness Service (CAS) are the core services and communication channel for promotion of library services and products. The librarians were well trained, empowered and convivial. Libraries have sufficient space and charge a nominal fee for some services. This study also aims to fill the gap of the research on marketing techniques applications by public libraries.