Application of 4 Ps of Marketing Mix in Library and Information Services at Public Sector University Libraries of Jamshoro, Sindh, Pakistan


  • Dr. Muhammad Akhtar Rind Department of Library Information Science and Archive Studies, University of Sindh, Jamshoro-Pakistan
  • Dr. Abdul Jaleel Mirjat Research fellow, Department of Sociology, University of Sindh, Jamshoro-Pakistan


Promotion-University libraries, Price-Place and Product, 4 P’s-libraries-Pakistan. Marketing mix-University Libraries


The specific purpose of this research study is to analyze the response of the users towards promotion, Price Place, and Product of marketing mix at public sector university libraries of Jamshoro, Sindh, Pakistan. To achieve the objectives of the study, the opinions of the users (officers, faculty members, and students, faculty members) of the three universities in Jamshoro were recorded. Those Universities include Mehran University of Engineering and Technology; Liaquat University of Medical and Health Sciences and the University of Sindh. A survey method was used to carry out the study. A total of 240 questionnaires were distributed, and the response rate was (100%). The data was collected through a physical visit of the three universities. It was revealed that the majority of the respondents showed a mixed response towards information services and the 4 Ps of marketing in libraries at the three universities. The analyses of the four Ps of marketing mix show that it helps libraries to develop and promote existing and new information resources and services. It is also pointed out that proper place is assigned and trained library personnel be deputed to provide information/referral services. It was also pointed out that signs, symbols, handouts, library brochures and library tours, guides, demos should be adopted to increase the use of the information services and resources of the libraries under study.