Global library marketing research. A scientometric assessment of publications output during 2006–2017

Publication Date11 Mar 2019
AuthorDinesh K. Gupta,B.M. Gupta,Ritu Gupta
SubjectLibrary & information science,Librarianship/library management,HR in libraries,Library strategy,Library promotion
Global library marketing research
A scientometric assessment of publications
output during 20062017
Dinesh K. Gupta
VM Open University, Kota, India
B.M. Gupta
CSIRNISTADS, New Delhi, India, and
Ritu Gupta
Paul George Global School, New Delhi, India
Purpose The purpose of this paper is to quantitatively and qualitatively analyze library marketing
research output using select bibliometric indicators with the aim of identifying top-performing countries,
subject subthemes, organizations, authors and journals in the area.
Design/methodology/approach The present study has examined 520 publications in library marketing,
as indexed in Scopus database during 20062017. The study has statistically assessed processed publications
and citations data into tables in order to ascertain research growth rate trends, global publication output
and share, citation impact and distribution of library marketing research by country of publication,
international-level collaborating country share of publication, by broad subject areas and preferred media of
research communication. The study also provides bibliometric profile of top research organizations and
authors in terms of their publications and citation indicators.
Findings The body of literature in library marketing research is still very small, highly scattered and has
so far registered no growth during the last 12 years, i.e. 20062017. Library marketing research is yet to
emerge as a popular research area in library and information science. The USA dominates The library
marketing research in the world, whereas other top participating countries including India, China, Japan,
Canada, etc., are distant cousins. Top research institutions in the area of library marketing across the world
include City University of New York, Florida State University, University of Texas at Austin, USA,
Loughborough University and University of Sheffield, UK. The major focus of library marketing research
was on academic libraries, followed by public libraries and medical libraries. Of late, the use of social media
has emerged as an alternative to traditional library marketing techniques.
Research limitations/implications The scope of study de scribing the status of lib rary marketing resea rch
is limited to the period 20062017. The results of the study should interest researchers in finding solutions to
formulatingfuture library strategies and programs forachieving sustainablegrowth in this area of study.
Originality/value The present study in library marketing research should be of interest to researchers in
evolving, and formulating theories/best practices/and policies/programs for outreach to current and potential
users for promoting library products and services.
Keywords Library marketing, Services marketing, Global research output, Scientometric assessment
Paper type Research paper
1. Introduction
Generally, marketing is considered as a business management concept referring to buying,
selling and promoting goods and services. Library marketing is more about proactive
librarianship, like adopting proactive approach to promote collections and services, outreach
to expand customer base, customer research to know more about specific user needs and
strive to develop and innovate library products and practices. Prior to 1960s, although the
word marketingperse was never used inlibraries but library promotionalactivities such as
library promotion, public relations, library extension activities did provide the context and
connotation of modern day marketing in the mainstream of librarianship (Gupta, 1998, 2010,
2017). Libraries are known for being not-for-profit organizations; the formal inclusion of
marketingin library and information services literature started in 1970s. With recent
Library Management
Vol. 40 No. 3/4, 2019
pp. 251-261
© Emerald PublishingLimited
DOI 10.1108/LM-05-2018-0039
Received 17 May 2018
Revised 24 July 2018
Accepted 19 August 2018
The current issue and full text archive of this journal is available on Emerald Insight at:
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