Strategic Marketing Planning for Services at the Library of University Negeri Padang

Abstract

This study aims to find out how marketing strategy of library service has been implemented in UNP Library and what marketing strategy could be implemented to optimize those services, especially reference services and digital literature search service. The data was obtained by interviewing and observing the librarian, followed with analysis using 7P Marketing Mix theory. It was found that several elements in the marketing mix had been implemented in the library. The finding shows that UNP library has been implementing several elements of 7P marketing mix theory, such as product, price, promotion, place, people, process and physical evidence. Further, UNP library could improve its service marketing by implementing element promotion and people with new strategies.