Analysis of Information Services and Products in the University Libraries of Karnataka State: Towards Marketing Approach

Based on the content analysis of websites of 51 universities of Karnataka state, an attempt is made to identify the information products and services indigenously developed by university libraries. Findings reveal that only 44 university libraries have functioning websites. Further, the study also reveals that university libraries do not provide advanced information services and information products beyond alerting level. This context suggests that the university libraries have to think of developing indigenous products and services on-line with Kotler’s definitions, within the purview of McCarthy’s 4Ps as outlined by Saracevic with the existing staff using emerging technologies that are worth marketing.