-- SELECT SPEAKER HERE -- Regie Marie Plana-Alcuaz Azevedo, Inês Marcial R. Batiancila Jody Beenk Lionel E. Buenaflor, PhD Gianina Angela Celine O. Cabanilla P.Chellappandi, PhD | J.P.S.Kumaravel, PhD Lucya Dhamayanti Nolie G. Enem, PhD Julia Gelfand | Anthony Lin Hiroko Honda Margareta Aulia Rachman S. Hum Christine Ianna Mary Ann M. Ingua Lauren P. Kipaan Eimee Rhea C. Lagrama Li Jia, PhD Brendan Luyt, PhD Allan August P. Malig, CISSP Sherwood McCaskie Corazon M. Nera Selina Owen Yona Primadesi Marian S. Ramos-Eclevia Diljit Singh , PhD Y. Sumaryanto Wawta Techataweewan, PhD

P. Chellappandi and J.P.S. Kumaravel Ph.D.

Madurai Kamaraj University, India

P4AC–A Refined Marketing Mix Ratio for Academic Libraries

P. CHELLAPPANDI PHD, is currently working as an Assistant Professor at the Department of Library and Information Science, Madurai Kamaraj University, Madurai, Tamilnadu, India. He earned his doctorate in Library and Information Science from Madurai Kamaraj University. He gained expertise in the field of librarianship from Ayira Vaisyar College where he served for fourteen years.

J. P. S. KUMARAVEL PHD, is an Associate Professor and Academic Coordinator of the Department of Library and Information Science (LIS), Madurai Kamaraj University, India, where he earned his doctorate in LIS. He is a member of the Board of Studies in LIS at Madurai Kamaraj University, Annamalai University, Manonmaniam Sundaranar University and Mother Theresa University, where he also serves as Examiner and Question Paper Setter for LIS courses . He co-authored a paper entitled “Research Productivity of Periyar University: A Bibliometric Analysis” published in International Research Journal of Library, Information and Archival Studies last February 2012.

Abstract

This paper highlights the use of marketing strategies in advo-cating the use of library and information services. It expounds on the four P’s of marketing and suggests a new marketing mix ratio for enhancing library and information services.