Mapping Marketing Library Services Related Literature in LIS Open Access Journals

Introduction Perhaps, open access movement came into existence in 1960s but adequate development was noted in 1990s when new internet and information communication technologies were emerged and several open access initiatives took place. Among different open access initiatives, two initiatives viz. Budapest Open Access Initiatives (BOAI) and Public Library of Science (PLoS) played key role in lifting up huge platforms and networks for open access model. Morrison (2009) described that open access as a one of the most critical open movement for scholarly communication. Wikipedia claimed that first open access journal was published in late 1980s (2012). Suber (2007) defined open access literature as "digital, online, free of charge, and free of most copyright and licensing restrictions". Willinsky (2003) identified nine flavors of open access journals. These flavors are: 1) e-print archive (authors self-archive pre- or post-prints), 2) unqualified (immediate and full open access publication of a journal, 3) dual mode (both print subscription and open access versions of a journal are offered), 4) delayed open access (open access is available after a certain period of time), 5) author fee (authors pay a fee to support open access), 6) partial open access (some articles from a journal are available via open access), 7) per-capita (open access is made available to countries based on per-capita income), 8) abstract (open access available to table of contents/abstracts, and 9) co-op (institutional members support open access journals). However, open access journals can be defined as journals which provide free access to their available literature altogether with facilities to download, print and use without any legal restrictions. As a consequence, publishers of paid electronic journals started to provide a free copy of their respective online journals and many leading LIS publishing agencies were opened their e-journals on the open access platform for example, especially, in India two leading LIS e-journals namely Annals of Library and Information Studies and DESIDOC Bulletin of Information Technology are now available on open access platform and can be access free of cost which were earlier available in paid mode. Simultaneously, many open access portals, institution repositories and directories have been developed which facilitate users to get free access to various scholar literatures published in different e-journals in library and information science domain according their own respective policies related to open access publishing literature. On the other hand, LIS marketing concept was emerged in late 19th century and Kotler's theory towards marketing nonprofit organizations generates new paradigms in marketing. Since then, marketing concepts and its applications are widely used in library and information science context. It has also been proved that marketing play a vital role in promoting library services and resources, building reputation of the library and in connecting and attracting the users in personal way. After that, variant types of marketing concepts and theories are continuously evolved Gupta (2006) provides the scenario of new concepts taken place in LIS marketing these include in 1876-1970- Primitive Marketing concepts, 1970-Not for profit Marketing, 1990-Services Marketing, 2000-Relationship Marketing and 2000 onwards-Internet Marketing. In the present era, many LIS courses have been included the marketing concepts and their applications in their syllabus and similarly various library and information science associations (i.e. IFLA and CLIP) have been developed special sections on marketing of library and information services and LIS professionals also started to submit and publish their own literature in LIS open access journals, portals and institution repositories on marketing of library and information services subject on a global perspectives. Need for the study There are diverse types of resources available on internet which may be visible or invisible. …