Embed Size (px)
Citation preview
MARKETING LIBRARY AND INFORMATION
SERVICES IN ACADEMIC LIBRARIES IN
NIGER STATE
BY
RITA OTIBHOR ODINE
PG/MLS/09/50863
DEPARTMENT OF LIBRARY AND INFORMATION SCIENCE
UNIVERSITY OF NIGERIA, NSUKKA
OCTOBER, 2011
i
MARKETING LIBRARY AND INFORMATION SERVICES IN
ACADEMIC LIBRARIES IN NIGER STATE
BY
RITA OTIBHOR ODINE
PG/MLS/09/50863
A PROJECT REPORT SUBMITTED TO THE DEPARTMENT OF
LIBRARY AND INFORMATION SCIENCE
UNIVERSITY OF NIGERIA, NSUKKA
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE
AWARD OF DEGREE OF MASTER OF LIBRARY AND
INFORMATION SCIENCE (MLS)
OCTOBER, 2011
ii
APPROVAL PAGE
This project has been approved for the award of MLS degree of the Department of Library
and Information Science, Faculty of Education, University of Nigeria, Nsukka.
By
………………………… …………………………
Dr. V.N. Nwachukwu Prof. V.W. Dike
Supervisor Head of Department
………………………… …………………………
Internal Examiner External Examiner
…………………………
Prof. S.A. Ezeudu
Dean of faculty
iii
CERTIFICATION PAGE
Rita Otibhor Odine, a postgraduate student in the Department of Library and
Information Science with Registration Number PG/MLS/09/50863, has satisfactorily
completed research requirements for the award of Masters in Library and Information
Science. The work embodied in this thesis is original and has not been submitted in part or
in full for another degree of this or any other university.
………………………… ……………………………
Rita Otibhor Odine Dr. V.N. Nwachukwu
(Student) (Supervisor)
iv
DEDICATION
This project is dedicated to Almighty God and my beloved parents Engr. and Mrs.
Augustine Odine.
v
ACKNOWLEDGEMENTS
The researcher is sincerely grateful to her supervisor, Dr V.N Nwachukwu for his
supervisory attention and invaluable advice, who despite his tight schedule created time and
scrutinized this work to a successful conclusion. She is also grateful to Dr. R Ozioko, Mrs.
M.N Ngwuchuku, Dr. E. Omeje, Dr. E.E. Achebe, Dr. C. Omekwu, Prof. M. Afolabi and
Dr. F. C Ekere whose suggestions, motivation, criticism, and encouragement greatly
improved this work.
Her gratitude also goes to her parents Engr and Mrs Odine and her brothers and
sisters Barr. (Mrs) Omoye Eheimua, Dr Peter Odine, Jude Odine, Agatha Odine, Barr
Franca Odine, Anthony Odine and Stephen Obode for their moral and financial support
towards the completion of this work.
The researcher is also very grateful to her course mates Shidi Hungwa, Ufuoma
Eruvwe and Faga Asom whose contributions and suggestions contributed in no small way in
the completion of this work. The researcher would like to take this opportunity to thank her
professional colleague Onyekweodiri Nnamdi who took his time to go through this work and
make necessary corrections and suggestions.
i
TABLE OF CONTENTS
Title page ..................................................................................................................... ….. i
Approval ..................................................................................................................... .... ii
Certification page ........................................................................................................ … iii
Dedication ........................................................................................................................ iv
Acknowledgements ..................................................................................................... ... v
Table of contents .............................................................................................................. vi
List of tables .......................................................................................................................... ix
List of figures ................................................................................................................…….. x
Abstract ................................................................................................................................ ..xi
CHAPTER ONE: INTRODUCTION
Background of the study ........................................................................................................... 1
Statement of the problem .......................................................................................................... 8
Purpose of the study .................................................................................................................. 9
Research questions .................................................................................................................. 10
Significance of the study ........................................................................................................ 10
Scope of the study ................................................................................................................... 11
CHAPTER TWO: LITERATURE REVIEW
Conceptual framework ............................................................................................................ 12
An overview of concept of marketing .......................................................................... 12
Marketing library and information services .................................................................. 15
Need for marketing library’s services ........................................................................... 19
Library services for marketing ..................................................................................... 22
vi
ii
Competences required for librarians in marketing of library services .......................... 26
Problems associated with marketing of library services ............................................... 32
Techniques in marketing of library’s services .............................................................. 35
Theoretical framework ................................................................................................. 40
Marketing mix theory .................................................................................................... 40
Relationship marketing theory ...................................................................................... 45
Total quality management theory .................................................................................. 48
Empirical studies .................................................................................................................... 50
Summary of Literature Review .............................................................................................. 54
CHAPTER THREE: RESEARCH METHOD
Research design ...................................................................................................................... 56
Area of the study ..................................................................................................................... 56
Population of the study ........................................................................................................... 57
Sample and sampling techniques ............................................................................................ 57
Instruments for data collection ............................................................................................. 57
Validation of the instruments .................................................................................................. 58
Method of data collection ....................................................................................................... 58
Method for data analysis ......................................................................................................... 58
CHAPTER FOUR: PRESENTATION OF DATA ............................................................. 60
CHAPTER FIVE: DISCUSSION OF FINDINGS, CONCLUSIONS, IMPLICATIONS
AND RECOMMENDATIONS
Discussion of findings ............................................................................................................. 73
Implication of the study ........................................................................................................... 80
vii
iii
Recommendations ................................................................................................................... 81
Limitation of the study ............................................................................................................. 82
Suggestion for further research ............................................................................................... 82
Conclusion ............................................................................................................................... 82
References ............................................................................................................................... 84
Appendices .............................................................................................................................. 93
viii
iv
LIST OF TABLES
Table Page
Librarians’ responses on the need for marketing library services ................................. 61
Librarians’ response on the services available for marketing in their various libraries 62
Librarians’ responses on the extent of marketing academic library services ................. 63
Librarians’ responses on the current techniques employed in marketing of library
services in academic libraries ........................................................................................ 65
Librarians’ responses on the competencies that are required of librarians in marketing
of library services ......................................................................................................... 67
Librarians responses on the problems militating against marketing library services ... 68
Librarians’ responses on the strategies to be adopted for the enhancement of marketing
academic library services ................................................................................................ 70
ix
v
LIST OF FIGURES
Figure 1: 4Ps model of marketing mix .............................................................................. .41
Figure 2: The six markets model ....................................................................................... .46
x
vi
Abstract
This study was designed to investigate marketing library services in academic libraries in
Niger state, Nigeria. The study employed a descriptive survey research design. The
population consisted of seventy one academic librarians which were used for the study.
Seven research questions guided the study. Sixty nine items questionnaire was used as
instrument for data collection. The data were analyzed by use of frequency tables,
percentages and mean score. The results of the data analyzed revealed that the need for
marketing library services is to achieve the objectives of the library and enlighten the users
on the relevance of library use. The library services available and marketed are lending
services, seating and study facilities and reference services. The most widely used technique
is exhibitions and display of new materials and staff friendliness to users. The competencies
required for librarians in marketing library services are ability to answer users query and
ability to question and evaluate library services. Furthermore, the findings of the study
revealed that lack of funds, lack of facilities to market library services and librarians not
willing to market library services are factors militating against marketing library services.
Based on the findings it was recommended that more funds should be allocated to libraries
for their development. Trainings, workshops, seminars should be organized for librarians to
enlighten them on how to market library services. Library school’s curriculum should be
redesigned to accommodate marketing courses. It is also very necessary for librarians to be
committed to their work and improve their services.
xi
1
CHAPTER ONE
INTRODUCTION
Background to the Study
Libraries are the knowledge and information foundation of any nation. A library
collects, organizes and makes information resources accessible to all kinds of users
regardless of their ages, background and interests. Islam (2004) defined library as a learned
institution equipped with treasures of knowledge, maintained organized and managed by
trained personnel to educate the children, men and women continuously and assist in their
self improvement through an effective and prompt dissemination of information. There are
different kinds of libraries and each performs different kinds of functions to meet the
determined purpose and needs of the people they serve (Ode and Omokaro 2007). These
libraries include the following: academic libraries, public libraries, special libraries, school
libraries, and private libraries.
Uwaifo (2010) stated that academic libraries are the ones established and maintained
by higher institutions of learning such as universities, polytechnics, colleges of education,
schools of nursing, petroleum training institutes and schools of health technology. He also
noted that the essence of establishing an academic library is to enable it support the
curriculum of the tertiary institutions which established it. They are essential part of the
learning community. He went further to state that the academic library is the information
nerve centre of its parent body. Aina (2004) stated that the main purpose of academic library
is to support the objectives of an academic environment in the areas of learning, teaching
and research service. Jubb and Green (2007) observed that academic libraries have for
centuries played critically important roles in supporting research in all subjects and
2
disciplines within their host universities and colleges. The following are the services
provided by an academic library: Circulation of materials, shelf management, user education
programmes, provision of information services, and operation of the Online Public Access
Catalogue (OPAC), exhibitions and displays, reader’s enquiry services, Selective
Dissemination of Information (SDI), trainings and internet services, bibliographic services,
Indexing services, abstracting services, access to electronic resources and document delivery
services.
The effectiveness and efficiency of services provided by an academic library are
mainly determined by library users. Aina (2004) recognizes this fact when he stated that the
user is very critical in the practice of librarianship. No library can exist without the patrons.
The entire human and material resources in a library are put in place at considerable expense
for the overall purpose of providing effective services to the library users. On its part the
library has a responsibility to ensure that its resources and services are used (Edoka, 2000).
The user is regarded as the most logical source to determine whether the library is playing
its role satisfactorily or not. The mission statement of any academic library should be the
provision of excellent service to its users. In higher institution libraries there are various
categories of library patrons. They are undergraduates, postgraduates, lecturers, researchers,
external users from all walks of life and many professions.
However, Academic libraries are faced with the need to market their services to
users. Libraries are no longer the only information providers .They now have to compete for
customers with the internet, bookshops, online book dealers and demand for more efficient
services and needs of users. Academic libraries must understand clients needs, plan service
3
provision, promote the available services and deliver them efficiently and effectively. To
achieve this marketing is the essential tool.
Marketing has various definitions. Sharma and Bhardwaj (2009) defines marketing
as a total system of interacting business activities to plan, promote and distribute want
satisfying products and services to present and potential customers. Kolter (1994) described
marketing as a social and managerial process by which individual groups obtain what they
need and want through creating, offering and exchanging products and services. A library
without users is useless. To succeed, there is need to let the users be aware of the benefits of
the library to provision of information resources and services. Marketing is about keeping
the clients in touch and informed about resources and services that match their interests. The
success of academic library marketing lies mainly on convincing the clients that the tools or
databases are worthwhile, they must understand what the services are, and be enthusiastic
about how they will be helpful (Noel & Waugh, 2002). Librarians need to market their
services and resources for students and potential users to create awareness of the academic
library's value. Major sectors of the potential market for the library’s services are probably
not aware of all the services available or have no understanding at all of what is offered.
That’s why marketing is vital to the success and existence of the academic library. The main
focus of every library should be a good customer service. Good service can equal a good
marketing campaign, which is another reason why marketing is important for libraries.
Effective marketing provides the means by which users are made aware of the services of
the library and their value.
Marketing in a library setting has been viewed from different perspective for
instance Ravichandran and Babu (2008) views marketing of library services as the process
4
of planning, pricing, promoting and distributing library products to create exchanges that
satisfy the library and the clientele.
Nwegbu (2005)defines marketing in library setting as designing and presenting the
library books and non book- materials in terms of the needs and desires of the users of the
library and using effective techniques to motivate, inform and service the library clientele
both present and potential. Weigard (1995) views marketing in library as a process of
exchange and a way to foster the partnership between the library and the community.
Marketing of library and information services includes user priorities, expectations,
individuality, responsiveness, relationship, quality of services, professional skills,
competencies and value added services etc. Basanta & Sanjah (2008) stated that the ultimate
aim of marketing is to provide the right information to the right user at the right time. A user
ascertains the effectiveness and efficiency of a library is not based on how large the library
is or the number of staff and information materials available, but on the services provided.
Libraries and information centres have realized that marketing of information
services is essential. This is because information has now become a very valuable resource.
Libraries and information centre should inculcate marketing principles in the management of
libraries. The libraries and the librarians must therefore shift their focus from the
information provider to the information user (Iwhiwho, 2008). In doing this, they will be
able to achieve their mission and serve their users better in the provision of quality services.
Librarians must now act like business men by providing quality services and promoting their
services at the right time and place to their users. The emerging technological challenges and
societal changes pose a threat to libraries as worthy information providers. As a result of
these challenges, it is now time for librarians to prove that they are invaluable to the
5
continued survival and sustenance of their organizations. This can best be achieved by
actively marketing their services. In order to successfully market library services, the
marketing mix must be applied. The marketing mix is the combination of elements which
are used to market a product or service. The marketing mix includes the following:
product, price, place and promotion. Product in library content is defined as services offered
to users to satisfy their information needs. The main products provided by information
professionals are: giving user assistance, serving as middle men between the users and the
resources of the library which include information skills programs, selective dissemination
of information, user education services, photocopy services, bibliographical services,
cataloguing services, reference services, photocopying services, current awareness services
and internet/computer services.
The success of the library depends on the quality of services and products rendered
to users Bushing (1995) supported this statement when she stated that the success of the
library depends on the quality and excellence of its products. She continues that products
include all the resources and services available in the library. The price is the cost of
producing the product. The time it takes a user to obtain a product is referred to as price.
Libraries are not profit making organization. Libraries users pay indirectly for the services
they use. They pay through their school fees, taxes, grants and donations. These are enough
reasons to satisfy the information needs of users. Typically, the development of information
communication technology has proven that the place is very important factor in a library
setting. The internet makes it possible for any library to offer services to users at any part of
the world and at any time of the day. Every academic library must make provision for
internet connectivity in their libraries. The library environment and staff must be user
6
friendly. Promotion simply means informing users about the benefits they will derive in
using library resources and services. The five elements of promotion includes: Advertising,
public relation, incentive and environment.
Nolan (1998) advised librarians to become entrepreneurs. Librarians must not wait
for people who have no idea on how libraries are managed and who do not care about their
work to change their situation for them. She advises that libraries must run like commercial
firms and professional librarians must be managers. However, in other to achieve these
librarians and information professionals need to be very competent in marketing of library
services. This is because, in every work of life competency is the key that is used to face the
developmental challenges in the corporate world. (Chandra, 2011). The success of a library
largely depends on the level of competence that exists among the librarians in the library.
Mailese, (1995) quoted Amaral and stated that many librarians lack professional
understanding of the marketing concept and its applicability to their field. This could be as a
result of lack of adequate training and education on marketing to librarians in library
schools. It is now very necessary for marketing to be introduced in library school’s
curriculum. Also frequent seminars, trainings and workshops on marketing and information
and communication technology should be organized for librarians.
Marketing of library and information services have not being given much attention in
most academic libraries because of funding. The problem of poor funding is compounded by
the fact that academic library administration does not always have a timely and consistent
budget for management of library not to talk of allocating a budget for marketing of library
services. There is also unreliable and inadequate access to internet. Also, most library
management do not really understand the concept of marketing they view marketing as just
7
applicable to profit organization and not applicable to libraries. In view of these challenges
academic libraries need to apply some techniques in marketing library services. Such
techniques include: creating a library web page, sending e-mails to users, exhibitions and
display of new arrivals, use of leaflets and posters, organizing user education, provision of
electronic access to information and organizing library week. Also funds should be allocated
for marketing of library services.
Consequently, there are 12 academic libraries in Niger state. The libraries include the
followings : Federal university of technology Minna, Ibrahim Badamosi University Lapai,
Federal polytechnic Bida, Niger state polytechnic, Zungeru, Federal college of education
Kontagora, Niger state college of education Kontogora, Niger state college of education
Minna, Niger state college of Agriculture Mokwa, Federal college of fresh water fishery
technology NewBussa, Federal college of wildlife management Newbussa, Niger state
school of midwifery Minna, Niger state school of nursing Bida, and Justice Fati Abubakar
college of Arts and general studies, Minna. These libraries supplement the teaching, learning
and research activities that go on in their various academic institutions. However, in most of
these libraries there is very low turnout of users. According to examination and record
department and the library annual report of federal university of technology Minna for
2008/2009 academic session the total population of undergraduate students was 3830 while
415 registered as library users. Also in 2009/2010 academic session the total population of
students was 2675 while the registered library users were 369. The researcher interviewed
some users to find out why they don’t use the library and the users claimed that they get
more recent information from the internet. Several resources and services existing in
academic libraries in Niger state are untapped. However, observation indicates that
8
marketing library services is not properly done in academic libraries in Niger state. The
services highly available and marketed to a medium extent are lending services and seating
and study facilities. The researcher also observed that in most academic libraries in Niger
state the most common technique used for marketing library services is exhibition and
display of new information materials. However, in other to attract library users to make
maximum use of the library, information resources and services provided to patrons should
satisfy their information needs. To achieve these, libraries should provide users with access
to electronic resources and services and this is marketing.
In order to successfully identify, satisfy, inform, educate and sell the true value of
library services to users, libraries must provide services that are user-oriented. Users should
be enlightened about the various services found in the library and how it will make them life
-long learners. In achieving these, the librarians must apply the marketing mix which
includes place, product, price and promotion.
Statement of the Problem
The importance of marketing library and information services cannot be over
emphasized. However, the existence of libraries is being challenged. This is because access
to information is now very fast and relies on technology. Users now prefer to turn to the
internet to source for information than coming to the libraries. Libraries must redesign their
services to cope with this era of information technology. Libraries must change from the
traditional to digital method of providing information to users.
Users are not aware of the several services available in libraries. Libraries have
failed to provide the required information to users. Services provided are not user-oriented.
9
These have resulted to non-utilization or under-utilization of services available in the
library. The consequences of these are enormous. It results to users not able to locate, access
and recognize their information needs. This can also result to low quality of teaching,
learning and research activities in our higher institutions. As a result they are unable to meet
up with development in the global society. These services when utilized will help them in
their careers and also make them life -long learners. Currently, it seems no study has been
carried out to determine the efficient and effective way to market library services in
Academic libraries in Niger state. Marketing is not emphasized in most library schools
curriculums therefore librarians may have problems in marketing their services.
It therefore, becomes necessary to examine the effective and efficient ways to market
library services, in academic libraries.
Purpose of the Study
The purpose of this study is to investigate marketing of Academic libraries services
in Niger state Nigeria.
The specific purposes of this study are:
1. To determine the need for marketing library services in academic libraries in Niger
state.
2. To determine library services for marketing in Academic libraries in Niger state.
3. To examine the extent of marketing library services in Niger state.
4. To determine current techniques employed by academic libraries in marketing of
library services in Niger state.
5. To inquire into the competencies required of librarians in marketing of library
services in Niger state.
10
6. To determine problems militating against marketing of library services in Niger
state.
7. To examine strategies for enhancing marketing of library services in Niger state.
Research Questions
This following research questions guided this study:
1. What are the needs for marketing academic library services in Niger state?
2. What library services are available for marketing in academic libraries in Niger state?
3. To what extent are library services marketed in academic libraries in Niger state?
4. What current techniques are employed in marketing of library services in academic
libraries in Niger state?
5. What competencies are required of librarians in marketing of library services in Niger
state?
6. What problems are militating against marketing of library services in Niger state?
7. What are the strategies to be adopted for the enhancement of marketing of library
services in Niger state?
Significance of the Study
The findings of this study will be significant to the following: all academic
institutions, administration, library committees, librarians, users and researchers.
In specific terms the findings will be significant to academic institutions
administration in the area of policy formulation by providing a road map on the information
resources and services to be provided to users in order to satisfy their information needs. It is
hoped that that it will create awareness to the library committee as regards the strategies to
enhance effective marketing of library services to users.
11
This work will also educate librarians on how to effectively and efficiently market
library products and services. It will also assist them in identifying their lapses and hence
improve on their services by attracting, satisfying, and retaining users in the library. The
findings will also be useful to users by creating awareness on the various services available
in the library. The users will get an improvement in the services offered as a result of the
recommendations of this study. The research will also contribute to the existing body
knowledge in marketing library services and build on the knowledge of the problems in
academic libraries in Nigeria. The findings of this study will provide background
information for other researchers researching on various marketing techniques in Nigeria
libraries.
Scope of the Study
In terms of geographical scope, the study will be restricted to academic libraries in
Niger state. In terms of content, it will investigate marketing library and information
services in academic libraries in Niger state. It will cover the need for marketing library
services, services rendered in academic libraries, current techniques employed in marketing
of library services, competencies required by librarians in marketing of library services,
problems encountered in marketing of library services and strategies for enhancement of
marketing library services.
12
CHAPTER TWO
LITERATURE REVIEW
The related literature reviewed below, is presented under the following subheadings.
Conceptual Framework
An overview of the concept of marketing
Marketing library and information services
The need for marketing library services
Library Services for marketing
Competences required for librarians in marketing of library services
Problems militating against marketing of libraries services
Techniques in marketing of library services
Theoretical Framework
Review of Related Empirical Studies
Summary of Literature Review
Conceptual Framework
An overview of the concept of marketing
Several authors have defined marketing in various ways. Kotler (2007) defines
marketing as the anticipation and stimulation, facilitation, regulation and satisfaction of
consumer and public demand for products, services, organizations, people, places, ideas,
through the exchange process. Within the content of the library environment anticipation of
demand requires libraries to carry out user’s survey to identify their information needs.
While stimulation of demand, means to arouse users to utilize library’s resources and
services. Facilitation entails that the library makes use of library easy to users through
13
availability and accessibility of information materials. Namara (2010) views marketing as
the wide range of activities involved in making sure that you continue to meet the needs of
your customers and getting value in return. In this regard, marketing of libraries services
should be a continuous process. Libraries should endeavor to provide and satisfy the
information needs of users consistently.
Ajala (2001) quoted the institute of marketing UK and defined marketing as the
process which identifies, anticipates and supplies customer requirement efficiently and
profitably. The basic characteristic of this definitions are:
- Marketing is operational
- Marketing is customer – oriented
- Marketing activity is mutually beneficial to seller and buyer
To Lautenslager (2003) marketing means developing a philosophy that puts the
customer at the centre of everything one does. It is not hard selling. It is a sound, effective
technology for creating exchanges and influencing behavior, that when properly applied,
must be socially beneficent because its major premise is responding to customers’ needs and
wants. Kotler (1994) adopted the following definitions of marketing as the analysis,
planning, implementation and control of carefully formulated programs designed to bring
about voluntary exchanges or values with target market for the purpose of achieving
organizational objectives. It relies heavily on designing the organizations offering in terms
of target market needs and desires. This is done by using effective pricing, communication
and distribution to inform, motivate and serve the markets. From the above definition
marketing seeks to bring about voluntary exchange and its selects target markets and does
not seek to be all people. It is directly correlated to the achievement of organizational
14
objectives. It also emphasized on the target market’s needs and desires rather than on the
producer’s preferences.
Ajala (2001) cited Pride and Ferrel and stated that marketing consists of individuals
organizational activities that facilitates and expedite satisfying exchange relationships, in a
dynamic environment through the creation, distribution, promotion and pricing of goods,
services and ideas. There is still considerable misunderstanding in most of the information
sector as to what constitutes effective marketing. To some, it is still primarily equated with
selling and the pursuit of sales rather than customer satisfaction. (Gupta, 2003) Marketing is
all about providing the right information to the right user at the right “time. This involves
reducing barriers to access and in making use of their own, particularly, with the use of
modern technology. (Das and Karn 2008) Namara (2010) identified two types of marketing
activities, inbound marketing and outbound marketing. Inbound marketing includes market
research, analyzing the competition, positioning new product or service and pricing your
products and services. While, outbound marketing is promoting a product through
continuous advertising, promotions and public relations. The marketing activities within the
library are not complete until users exchange their support for the services offered by the
library institution, person, place or idea.
Stripp (2008) identified three major types of marketing which include the following:
Online marketing: It is any marketing that takes place online. It is also referred to as
internet marketing. It includes search engines marketing and email marketing.
Offline marketing: It involves any form of marketing that is not done online.
Examples are advertising on newspapers, television and radio etc
15
Word of mouth marketing: This is the most powerful form of marketing. It relies on
an organization`s customer when satisfied with services offered to her to refer new
customers to that organization.
From the foregoing definitions, marketing is defined as a managerial process in
which users information needs are continuously provided and satisfied through the provision
of effective and efficient services.
Marketing library and information services
Ravichandran and Babu (2008)defines marketing in library and information services
as the process of planning, pricing, promotion and distributing library products to create
exchanges that satisfy the library and the customer. It is important to identify the needs of
users and strive to meet their needs effectively and efficiently. Marketing is an on-going
process in the sense that it does not stop simply at providing or promoting services. It
involves continuous assessments and re-assessments of users needs. Irving (1992) looked to
the market place for new insights into marketing library services. He discovered that what
succeeds in the market place fulfils criteria relating to convenience, ease of use, perception
of balance between cost and value, choice, something new, or novel ways of doing existing
tasks. If these criteria are applied in the libraries, libraries will continuously provide the best
services to users always at the right time and place.
To Weigard (1995) marketing library and information services is a process of
exchange and a way to foster the partnership between the library and the community.
Marketing of library and information services includes user priorities, expectations,
individuality, responsiveness, relationship, quality of services, professional skills,
competences and value added services. etc. The aim of marketing library services is to
16
provide information to users always at the right time. Basanta & Sanjah (2008) stated that a
user ascertains the effectiveness and efficiency of a library is not based on how large the
library is or the number of staff and information materials available, but on the services
provided and how such services satisfy the information needs of users.
The importance of marketing in libraries by Steadley and Gray (2003) include the
following:
To compete favorably for customers with other information providers.
To increase library fund.
To maintain relevance.
To convey what is unique about the access and service they provide.
To promote librarians as well – trained technologically information experts
To create an environment in libraries that fosters customer consciousness among
librarians.
To increase usage of service.
There is much confusion about the differences between public relations, advertising
and marketing in libraries. Namara (2010) observed that the terms marketing, promotion and
public relations are terms often used interchangeable. However, they refer to different but
similar activities. This confusion has to do with inter-changeability of terms such as public
relations, advertising and marketing. Public relations and advertising are components of
marketing.
Several scholars have defined advertising in various ways. Frankie (2009) defines
advertising as the simple and single component in the marketing process. He sees it as
letting people know about ones product or service you are offering. Bohoist (2004) and
17
Frankie (2009) both opined that the medium of advertising includes: newsletters, brochures,
flyers, posters, bookmarks, exhibitions, direct mail, billboards, television, radio and the
internet. Brith (2000) sees advertising as any paid form of non personal presentation and
promotion of products services or ideas by an identifiable individual or organization.
However, advertising a product or services does not necessary have to be paid for. The
example of non-paid form of advertising is personal contact. This is a situation where a
librarian advertises his services one on one to his client. Namara (2010) argued that
advertising is normally focused on one particular product or service. Thus, an advertising
plan for one product might be very different than that for another.
The importance of advertising to libraries is stated by Giuliano (2009) and Bohoist
(2004) to include the followings:
To increase patron use of the library.
To cultivate a positive image of the library to users.
To inform users of the services and invite them to find out more of the services
available in the library.
To ensure that people are informed about the library on a regular basis.
To launch new services.
To remind customers about library service
Another concept closely related to marketing is public relations. Namara (2010)
defines public relations as ongoing activities to ensure the overall organizations has a strong
image. Roberts and Blandy (1989) views public relations as a Management function, of
continuing and planned character, through which public and private organizations and
institutions seek to win and retain the understanding, sympathy, and support of customers
18
whom they are or may be concerned. Laulenglager (2003) sees public relation as the
management function which evaluates public attitudes, identifies the policies and
procedures, of an individual or an organization with the public interest and plans and
executes a program of action to earn public understanding and acceptance.
Furthermore, Inazu (2009) sees public relation as a major component of marketing. It
is a channel of creating a personal relationship between the potential patrons and the library
or librarian. In order to successfully promote the value of products and services the librarian
should engage in personal advocacy. Murray (2005) views public relation as the practice of
creating, promoting, or maintaining goodwill and a favorable image among the public
toward an institution. Namara (2010) opined that public relations are conducted through the
media e.g newspapers, television and radio etc. The target audiences in public relation
activities according to Kunaka (1998) are policy makers, library users, potential library users
and professional associations.
According to long, (2008) and Kunaka (1998) the aims of public relations to libraries
are:
To create an awareness among policy makers of the importance of information and
the need to establish/upgrade libraries services to ensure easy access to information
To create better understanding of the role of the librarian, to improve the image of
librarian in the society.
To create public appreciation of the role of the library in people’s daily lives.
Establishing favorable press relations to get news out about the library on a regular
basis.
19
Creating publicity for specific services and resources and to create and maintain
awareness of library capabilities in the community.
Maintaining awareness of laws and regulations that affect libraries and lobbying to
ensure legislation that helps libraries provide effective services.
Watching for community and national trends and issues that impact the library’s
image and informing the library’s administrators.
The mission statement of any library should be to satisfy the information needs of
users at the right time and place. The only way to accomplish this mission, libraries should
effectively market library’s resources and services.
Need for Marketing Library’s Services
Sharma and Bhardwaj (2009) stated that it is important for librarians to actively
market their services. For marketing will enable librarians to spread the word about their
libraries by drawing attention to their resources and services to the community,
administration, staff and users. Martey (2000) stated that marketing will enable librarians to
know how the academic library can gain competitive edge over their more aggressive and
wealthy competitors. This will be achieved by letting users and potential users know the
advantages of using the libraries
Another reason for marketing library is to build relationship between librarians and
users. Igbeka (2008) stated that when library’s services are marketed it creates a relationship
between the customer and the library. He went further to state that marketing brings about
recruitment of new customers and the retention and expansion of relationships with existing
customers. Leisnar (2004) noted that libraries need to market their services in order to create
a link between them and their clients. This bond is necessary for mutual benefit of both the
20
client and the libraries. This bond is necessary because libraries are no longer the only
source of information providers. Ojiambo (1999) opined that marketing enables library and
information managers to know and understand the needs of their clients. This knowledge
will help them to make good management decisions, which in turn help in providing
services to clients more effectively and efficiently.
Nwosu (2010) argued that marketing is very necessary in today’s and tomorrow’s
world because government funding of libraries and information centers has been declining.
Therefore, libraries and managers must be forced to generate revenues not only for acquiring
state of the art facilities, but also for their own survival. This they have to do by marketing
their services to users and potential users. Ojiambo (1999) pointed out that marketing will
assist libraries to present their services as a dispensable part of the organization within a
community. They will also try to justify their claim that the clients cannot do their job
effectively and efficiently without a library.
To Kotler (1995) marketing is very important to organizations such as museums,
universities, libraries and charitable organizations in order to gain political and social
support as well as economic supremacy. Ojiambo (1999) pointed out that marketing is
important to identify the information needs of potential users. In his opinion library and
information managers should not only be interested in the group of people who do use their
services. They should also be interested in potential users.
While, to Smith (1995) marketing is very relevant because it is a means of ensuring
that libraries, librarians and librarianship are integrated into both today’s and tomorrow’s
global culture. It is not separate from good practice. Marketing has now emerged as an
increasing important area for libraries and information centers Madhusadhan (2008)
21
emphasized that the challenges of budget cuts, increased user base, the rapid growth of
material, rising cost, networking demands, competition by database vendors and complexity
in information requirement have made it very necessary to market library services. It is very
necessary for librarians to adopt marketing to improve the management of library and
information centers.
To Dhiman and Sharma (2009) marketing is essential because it is an instrument
through which library objectives can be fulfilled. For the integration of marketing into the
library services is important because it reinforces and reiterates the basic values and beliefs
of the profession in the changing environment According to Ohio library’s council (2008),
marketing is essential because it helps to position the library in the minds of the community
as a go to source for information and helps users understand what the library will offer them.
Marketing builds good customer relations and contributes to positive relationship with
media, businesses and government agencies.
Jaafar (2009) is of the opinion that marketing is necessary in order to market
information technology products and services. This is necessary because it helps libraries to
add value to their services. For the advert of new technologies such as dramatic increase of
digital storage media, convergence of telecommunication and the internet make it possible
for librarians to introduce information technology products and services in orderr to fulfill
information needs of their customers. Libraries should promote the use of IT as an integral
part of library services in order to meet the changing information needs of user.
According to Leisner (2004) marketing is a necessary component of any
organization, be it public, or private, due to the three basic reasons.
22
Marketing helps institutions to achieve high levels of customer satisfaction.
Marketing helps institutions to enhance the perceived value of their service.
Both want to ensure survival of their respective institutions.
Gupta and Ashok (2002) summarize the reasons for marketing in the following
points:
To focus on providing an environment in which users can study and work.
To focus on the belief that each user has unique needs, requirement and expectations
when he or she visits the library.
Commitments to helping the user develop skills in order to acquire information from
various sources.
In a nutshell, information explosion, technology revolution and escalating costs are
responsible for encouraging the library profession to develop marketing strategies in its
operations and services.
Library Services for Marketing
Services in library are defined as set of activities that a library performs in order to
satisfy users information needs. In order to market library services, the library must provide
library and information services that will enable libraries to satisfy the information needs of
users. Tella, et el (2009) quoted Kothari and stated that libraries should provide facilities and
services necessary for the success of all formal programmes of instruction, open the door of
the world of knowledge that lies beyond the boundaries of one field of study and bring
information materials, students and scholars together under conditions which encourage
reading for pleasure, self discovering, personal growth, and sharpening of intellectual
23
curiosity. Aina (2004) and Popoola (2008) identified the following services that are peculiar
to most libraries.
Lending services: This is the very essential service provided by academic libraries.
This is a service in which a user has the privilege to borrow library materials for a
short time. Such materials could be books, journals, CD-ROM, audiovisual
materials, slides, video tapes and projectors. In order to promote equal and fair
access to information materials lending services are very important.
Inter-library loan and document delivery service: This is a service where a library on
behalf of its client borrows a particular material which is not available in its library
from another library. The lending library provides substitutes of the original
materials.
Reservation service: This is a system where a library reserves some materials that are
heavily consulted, few and rare. This is important so that users can consult such
information resources.
Provision of seating and study facilities: Libraries are normally expected to provide
adequate seating and study facilities to their users so that they can consult and read
information materials that are relevant to them. Also study carrels should be
provided for researchers.
Reference service: The provision of reference service is a very important function of
any library. Users have various information needs that they want a librarian to help
them solve. The reference service provides opportunity for users to request for
reference queries.
24
Exhibitions and displays: This service is used to advertise the various products and
services available in the library. This is done by displaying such materials on display
stands and display boards e.t.c. For example library materials on a particular topic
that might be of interest to the public could be exhibited.
Library publications: libraries are expected to issue out publications that should be
used to guide users in the use of library’s products, services and facilities. These
publications should provide current and accurate information about the library.
User education: Library is expected to provide user education to users. This is to
enable them equip users with enough knowledge on the use of library. When users
are enlightened on the use of library they will be able to use the library effectively
and efficiently. Through user education the user is able to get any information he/she
desires as well as developing the skills to use the resources of the library
independently. This could be done by one-to one session, library orientation tours
and through classroom instructions.
Selective dissemination of information: This is a customized service that provide
users with information that will promote the research, teaching and learning
activities of users.
Referral service: This is a situation in which a reader might be directed to another
library or alternative source of information. Examples of such places that users could
be referred to are professional organizations, research institutes and individual
specialist.
Translation service: There are some publications written in foreign languages other
than English. Library users might desire such publications. It is important for
25
libraries to provide access to such publications to users who need them. This service
is very important in libraries that users are science inclined.
Abstracting and indexing services: It is the function of library to publish serial
publications that analyze on a continuous basis the contents of a whole range of
periodicals and other tittles relating to common disciplines. Such publications could
be in printed or electronic format.
Consultancy services. This is another important service that librarians employ to
provide high level of professional advice to users. Examples of such services could
be in the domain of information technology and e-learning. The role of consultancy
are to consult and advise users on various issues relating to their information needs,
it is also to ensure robust delivery of existing services, to enable innovation in
service delivery, to develop a clear understanding of the needs of users, to focus on
delivery quality services to users and to facilitate the flow of information to internal
and external users.
Current awareness service is another very important service that libraries provide to
their users. A current awareness service is a method by which academic libraries furnish
their users with relevant information on newly published materials that can be made
available. Academic libraries encourage their users to develop healthy habits of keeping
track of recently published literature, through current awareness services. (Agu, 2006 pg.
121).
Damas (2011) however noted that for several generations academic libraries were
primarily pre-occupied will the role of their buildings as portals to information, print and
later digital. He noted that libraries are redesigning their services as an institution of
26
learning, culture and intellectual community. Abubakar (2011) opined that with the advent
of information and communication technology, the role and position of libraries has changed
that there is a shift from traditional information environment to an e-environment. He
however noted that the traditional library is still very relevant.
Adeogun (2004) noted that libraries have to rethink its services and they should
provide more flexible and user- centered services. These services should provide easy,
convenient, rapid and increased access to valuable information resources that are boundless,
virtual, multi- media as well as timeless to meet the information needs of users. Academic
Libraries should provide hybrid services to their users. He recommended that hybrid
services should be introduced as alternative variations of the traditional library services. The
hybrid service provides the following e-library services: online/offline access to digital
information resources, database searching, electronic reference, public relations service,
library promotion and marketing, online circulation activities such as electronic reserve, e-
publishing, information literacy programme, user services and queries and online access to
library catalogue, databases and the internet.
In order to effectively market library services, libraries must provide services that are
convenient, accessible and meet the information needs of users effectively and efficiently.
This could be achieved through the provision of traditional and hybrid services.
Competences required for Librarians in Marketing of Library Services
Chandra (2011) observed that in every work of life competency is the key to face the
developmental challenges in the corporate world. The success or failure of an individual or
institution largely depends on the level and the type of competency that exist with particular
institution or individual. According to European Parliament Council, (2008) competency is
27
defined as the set of knowledge and skills that enable an employee to orient easily in a
working field and to solve problems that are linked with their professional roles. While
Chandra (2011) views competency as the characteristics of individuals, which affect his
performance and behavior at work.
There are two types of competences, Marshal et al (2003) argued that there are two
types of competencies: professional competencies and personal competencies. Professional
competencies relate to the librarians knowledge in the areas of resources, information
access, technology, management and research. It also involves the ability to use these areas
of knowledge as a basis for providing library and information services. While, personal
competencies represent a set of skills, attitudes and values that enables librarians to work
efficiently, be good communicators, focus on continuing learning throughout their careers ,
demonstrate the value-added nature of their contributions and survive in the new world of
work.
Marketing has been identified as one of the areas of competency that is important for
library and information professionals. Chandra, (2011) identified the major impact of staff
competency to marketing in the ways:
Transparency and dynamism in library administration.
Closer and positive relations.
Innovation in library and information services.
Effective team work
Enhanced self confidence among library’s professionals.
Flexibility and adaptability in attitude.
Increased strong interpersonal relations.
28
Organizational development.
Quality based library and information services
The importance of marketing knowledge to Liberians cannot be over stressed Snoj
and Petermanec (2001) stated that an effective marketing knowledge can help libraries
create competitive advantage over their competitors through development of new services or
changes of the existing ones to satisfy their users better. They also noted that competency
can bring about improvement on the organizational status and image to different stake
holders and thereby improve the performance of the libraries in general. Pearson (2009)
reported that competency distinguishes a librarian from a Para- professional. The librarian is
supposed to be competent in library management, advocacy and marketing that take place in
the library. Librarians are supposed to carry more responsibilities and lead the organization
towards fulfilling its goals.
Librarians and information professionals need to be very competent in marketing of
library services. This is however, sometimes not the case. Mailese (1995) quoted Amaral
(1992) and stated that many librarians lack professional understanding of the marketing
concept and its availability to their field. Those who claimed to be conversant with the
concept, understood it to mean only promotion or selling. Amaral (1992) explained that
some librarians indicated that they knew enough about marketing, but in explaining how
they are applied, fail to mention users or their information needs. This and similar examples
suggest that perhaps marketing is not emphasized enough in the training of professional
librarians.
Kumber (2004) noted that some librarians were not competent in marketing of
library services because of lack of training and education. Often, librarians do not promote
29
library services well due to lack of training and knowledge of marketing tools and
techniques. Although, marketing is more widely discussed and accepted professionally than
in the past, this acceptance has not necessarily resulted in more marketing classes in
library’s school’s curriculum. Kumber (2004) explained that librarians are often reluctant to
borrow from the private sector. They have a fear of commercial publicity. They see
marketing as manipulative, a waste of time, resources and unprofessional.
One of the key areas Liberians are required to be competent is good communication
skills Schmidt (2011) noted that to ensure that all staff are competent in marketing of library
services, administrators must ensure that all library staff are able to communicate effectively
with their clients. There must be appropriate induction programs which should indicate
customer service techniques and ongoing trainings can be used to continue to update staff.
Barnes (2009) stated that information is a commodity. Librarians have to set themselves
apart by showing that they add value to information and transform it into knowledge.
Librarians must market themselves rather than a physical or virtual library. For without a
librarian, a library is just a collection of information resources without content. He
recommended that librarians must think like entrepreneurs. This can be achieved by building
strong relationship and the use of technology to develop and market their services.
The New Jersey library association (2011) explained that librarians should have good
public relation skills. They should articulate ideas clearly and effectively and be able to
conduct market research in order to identify user’s information needs. They also stated the
relevance of networking among librarians in improving librarians competencies. Librarians
should join professional associations and actively participate. They should attend
conferences, workshops and read professional literature e.g journals and books. According
30
to Fercet and Marcinec (2005) the academic librarian must be a researcher, counselor,
planner, manager, team-member, problem-solver and they should also have interpersonal
skills, language proficiency, team-working user friendliness and customer orientation. To
effectively market library services librarians must have these skills.
Noel and Waugh (2002) noted that libraries need to hire computer literate people.
Librarians who are knowledgeable in computers can be very effective in applying their skills
to the marketing process in the libraries. For the internet now provides a unique environment
where information service can be brought to life and new methods for spreading information
are then exposed. International commission of workforce development (2011), stressed the
importance of ICT to any organization. It recognized ICT as a valuable tool for matching
existing learning needs with learning resources. They pointed out that ICT should be used to
maximize people learning opportunities for improvement of their living conditions, reduce
poverty and stimulate self- sufficiency.
Ayanda and Taiwo (2008) articulated that the aim of management in any
organization is to solve problems and thereby ensuring that the mission and objectives of the
organizations are accomplished. They advised library management to employ sound
management practices if they are to survive and work towards achieving their goals. Rowley
(1997) suggested that librarians need to be competent in the areas of resource knowledge,
subject knowledge and process knowledge. Equipped with this knowledge, librarians should
apply the marketing concept to service. They must begin with aligning the mission statement
and the subsequent goals and objectives of their services towards a strong customer
orientation by developing strategies that will aid in accomplishing their mission.
31
Chen and Dhillon (2003) noted that competence relates to the making and fulfillment
of promises to users. Competence may be displayed through providing search facilities and
recommendations about new services and offers, which enables a promise to be made. The
library should then fulfill the promise by executing the requests of the customer with
promptness and correctness.
While, Kavulya (2004) emphasizes that teaching marketing in library and
information schools is crucial at this point to cope with the global developments, the better
understanding of the marketing concepts will lead to better performance and proper
provision of library and information services. Savard (1998) is of the view that if marketing
principles are to be embraced by librarians, there is need for training of information
specialists who are ready in the field. To achieve this, the current curricular of librarianship
and other information courses need to be revised and the elements of marketing and
management added to it. He also suggested that the curricular should include courses on
promoting the awareness of the importance of information services, consumer information
seeking behavior, market research, marketing strategies and planning.
Farkas (2011) outline the following levels of competence required by a librarian in
marketing of library services.
Project management skills: librarians should be able to organize and implement
existing and new projects.
Ability to question and evaluate library services.
Evaluate the needs of all stakeholders. Librarians need to understand how library
provides services and the effect of stakeholders.
Vision to translate the traditional library services into the online medium.
32
Critical technologies and ability to compare technologies. Librarians should be able
to compare different versions of software to figure out which will best meet their
patrons’ needs.
Ability to sell ideas/ library services. Every librarian needs serious marketing skills
and salesmanship to be a librarian.
In summary, marketing of library services is all about enhancing effective and
efficient services to users. Marketing requires certain competences and attribute which
librarians should endeavor to have.
Problems Associated With Marketing of Library Services
There are several problems encountered by librarians in marketing of library
services. These problems have affected in so many ways effective marketing of library
services. According to Ajileye (2004) the biggest challenge faced by librarians is how to
create a positive image to users. Most users hold negative attitudes towards librarians. Users
see librarians as trained or skilled people but not necessary as professionals. Users also have
no idea about the qualifications or training requirement of librarians.
Simkin (1991) noted that the intangibility of services create more difficult marketing
challenges for service sellers than for product sellers. In many service industries, particularly
professional services, Staff see themselves as producers or creators and not as marketers of
the service. They are proud of their professional abilities and they do not think of themselves
as business people. Kendadameta (2011) opines that there is still much resistance in the
library and information field to the use of marketing approach to management. In his view
marketing as a concept and as a practice, still seems alien to many library and information
33
personnel. Some librarians still hold this view and see no room for such practice in a non-
profit profession like librarianship.
Porter (2007) stated that in most academic libraries librarians are simply seen as
information retrieval officials or people who have low social status. Some users even
consider that they are more competent and more knowledgeable than library staff and regard
it unnecessary to approach a librarian for help. The librarians need to demonstrate that they
have got both qualifications and a variety of skills to perform their duties as information
providers.
Patton (2002) views communication as another problem affecting effective
marketing of library services. Most times there is lack of communication between librarians
and users. This may hinder users from seeking assistance offered by the library. Some users
have to rely on friends rather than librarians for information or instructions. Donald, (2010)
argues that the library has a somewhat low quality image for many adults. Not enough
people see the library as the place to find the latest information. Librarians are perceived as
giving information away for free and most cases anything free is thought to have little or no
value.
Adedoyin (2005) noted that top management does not yet understand what marketing
is and its importance to a company’s success. They equate marketing with selling and they
fail to consider other parts of the marketing system. Agha and Akhar (1992) pointed out that
developing countries acknowledge the usefulness of information in decision-making and in
the process of economic development in general. However, no attempt is made to
disseminate the acquired information to those who need it. They also noted that
development of information infrastructure is accorded low priority by the management of
34
libraries. In several institutions library development is not always the priority of
management. They prefer to place their priority in other areas other than libraries. However,
when libraries are developed it makes people to become good information users and in
return it will improve the quality of teaching and research activities of such institutions.
Funding is yet another problem hindering effective marketing of library services.
Abid (1992) stated that libraries in developing countries lack sufficient funds to subscribe to
information resources. He opined that most libraries in developing nations remain libraries
only in name only and are unable to perform their vital role which is that of providing ready
access to information and knowledge. There is always shrinking budget for libraries.
Therefore, library management has to struggle to maintain a minimum standard of services
leaving no room for new ventures and developments.
Another problem militating against marketing of library services by Liberians is lack
of professional confidence. M2 weekly.com (2011) observed that lack of professional
confidence is another problem marketer’s face in marketing of services. Marketing people
still lack the conviction to practice marketing with confidence. They do not see the
relationship between theory and practice. Marketers believe that if you are good to customer,
the customer will reward you with their business and tell their friends about your services
and product. This assumption sometimes is not always applicable.
Another problem hindering effective marketing of library services is lack and poor
access to information technology. Akintunde (2006) observed that many libraries in Nigeria
still operate in the traditional service pattern where librarians are in charge of main service
points of circulation, reference, serial, acquisition and cataloguing, e.t,c without any
emphasis on information technology. This is a sad affirmation of a similar complaint by
35
Afullo (2000) that Nigeria was rated among the lowest in Africa in telecommunication
infrastructures and so not much is expected of academic libraries in Nigeria
Marketing is not a new concept in librarianship. However, several librarians lack
proper understanding of the marketing concept and its applicability to their field.
Techniques in Marketing of Library’s Services
The success of any library is getting users to use the library. This is achieved by
creating awareness and educating users on benefit of using the library’s resources and
services. In order to achieve this, various strategies have to be adopted by librarians and
information professionals. Gupta and Jambhekar (2002) argued that marketing library
services is not just a question of money, but of attitudes of the staff and the entire
organizations. Goods are used, but service is experienced. Nkanga (1999) opined that
marketing should be treated as a very important aspect of any organization. This he said can
be done by separating marketing from the day-day operations of libraries. An officer or team
of officer should be given a specific responsibility of marketing library services. Sharma and
Bhardwaj (2009) suggested five ways of marketing library services which includes:
Creating a web page: libraries should create web page for users. A web page is a
very effective way of promoting library information services and resources.
E-mails: Emails can be sent to users containing new library resources and tips on
how to find information.
Librarians should endeavor to attend academic lectures where prominent number of
users can be found. Librarians can then meet users to discuss and gather information
about their needs as well as to promote the services offered by the libraries.
36
Librarians should provide links to help services from all appropriate library web
pages, where assistance may be needed.
Leaflets and posters is an effective method in marketing library services. Akpom
(2010) stated that the use of leaflets and posters should be used to market library services.
They should be used to publicize the various products and services available in the library.
She went further to state that refresher courses should also be conducted to enlighten
students and staff on new developments in the library. Nwolo and Oyedum (2007)
emphasizes that new services should be introduced by librarians. Apart from new services,
there should also be a need to improve on the already existing services in the library.
Another medium to market library services is display of new arrivals, book reviews
and organizing exhibitions. To Kotler (1997) libraries should endeavor to display new
arrivals, book reviews, and organizing exhibitions, book fair, library visits, and get-together
and sponsors programs in order to market library services effectively.
Likewise, market segmentation can be used in marketing library services.
Information resources should be provided to users based on their level. For example
undergraduate, post graduate researchers and lecturers should have their information
resources available to them. Bahraoni (2010) noted that another strategy to market library
services is market segmentation. This means grouping users for best product delivery.
Resources can then be allocated to specific groups for instance, undergraduate, post
graduate, lecturers and researchers. From the above, the purpose of marketing segmentation
is to target the patrons rather than the product or the service. Another aim of market
segmentation is to provide services that satisfy individuals rather than a generalized service.
37
Another technique in marketing library services is for libraries to provide very
conducive environment to users. Nwalo and Oyedum (2007) argued that reading
environment of libraries should be improved. For example there should be adequate reading
space, chairs, tables, toilet and good ventilation. In order to market library services
effectively, a good and conducive atmosphere is required. To effectively market a library’s
services, librarians should endeavor to provide quiet environment for reading and study.
Westwood (2011) noted that it is very necessary more than ever before, for librarians to
provide queit study spaces should serve as a retreat from noise and bluster from the voices
of the commercial world loudly competing for attention. He noted that sometimes the
greatest leisure one can have is to enjoy silence for a while.
Libraries should Endeavour to provide effective and efficient services to users. When
users are satisfied they can now refer their friends and acquaintances to the library. To
Bhattacharyya (2010) word of mouth marketing strategy is regarded as the most powerful
tool of marketing. Libraries should endeavor to provide excellent products or services. Any
customer who is satisfied will now refer library services to his friend. With this approach
libraries do not need to travel the extra mile so as to build a relationship with their users. All
they need to do is to satisfy their users they would keep coming back.
Personal skills are marketing techniques that libraries can use to market their
services. Librarians’ manner whether in person or on telephone will affect users rating of the
library. Nicholas (1998) advised librarians to always act as professionals and use quality
procedures in attending to users’ needs. They need to smile, establish personal relationship
with as many users as possible. They should endeavor to react positively to complaints and
welcome suggestions. They should endeavor to learn research interest of users and also
38
memorize names of patrons. She added that librarian should make himself highly visible,
visit various departments, learn research interest of staff, establish key players. Librarians
should not always wait for users to come to them, instead they should sometimes go to them.
To ensure effective marketing of library services those who make library and hold
the purse strings must be aware of the activities that are going on in the library. Smith and
Sakar (1992) stated that his library informed council members for twenty years the activities
of the library. This they did by relaying three or four press releases every week to members.
In his opinion since the council members hold the purse strings, they must know everything
about the activities of the library. Another technique to employ in marketing of library
services is branding. Berkowitz (1997) employs libraries to use a name, phrase, design,
symbol or combination to identify its product and identify them from those of competitors.
Inazu (2009) suggested that libraries should produce and circulate newsletters, which
should contain information on new services and list of tittles. Also in her opinion she
regarded radio, television and readership promotion campaign as a very effective strategy in
marketing library services. Libraries should have a slot or quiz in television and radio so as
to announce library issues especially on their products and services. Television and radio is a
very effective method to reach several users. The radio is very effective because it is very
cheap and cost effective. Some academic institutions now have radio stations. Libraries can
embrace this opportunities and inform and educate users about their various products and
services.
Another procedure for marketing library services is user education. Das and Karn
(2008) emphasizes that new users do not know about library rules and regulations.
Therefore, it is the duty of librarians to give library orientation for maximum utility of the
39
library. It is pertinent to note that all academic institutions should introduce library users’
education. Apart from the normal orientation that is given to fresh students, every higher
institution should inculcate use of library as a separate course in the institution`s curriculum.
This will enable librarians to educate patrons how to effectively utilize the library products
and services. User education can also be done by organizing workshops and seminars.
Iwiwhu (2008) advocated that electronic access to information must be provided by
librarians. In his opinion information professionals must shift from the information provider
to the information consumer. Users’ needs must guide organizational strategy. Academic
libraries in Nigeria must migrate from traditional library services to electronic formats. The
importance of using electronic format includes the following:
Services can be used by patrons from a distance far from the library.
Resources and services can be used by more than one person at the same time.
Fink and Mccune (2001) summarize the techniques that should be employed in
marketing of library services. They include the following:
Libraries should brand their products and services
Libraries should host varieties of exhibitions, reception and lectures.
Marketing activities should be a team work.
Libraries should have a budget for marketing.
Libraries should make use of the press and media to market their services.
Libraries should evaluate their effort in marketing the library’s services.
In conclusion Das and Karn (2008) noted that librarians must always remember the
following points when applying any of the techniques in marketing library services.
40
Customers are the most important people to be served in library and information
centers.
They are not dependent on the library rather the library depends on them.
Users are the people who bring their wants and needs. Librarians are there to meet
their information needs effectively and efficiently.
Theoretical Framework
Marketing Mix Theory: This was put together by Neil .H. Borden 1964 when he published
an article titled “the concepts of the marketing mix”. The ingredients in Bordens marketing
mix included product, planning, branding, distribution, promotion, display, servicing,
physical handling, fact finding, and analysis, (Dhiman and Sharma 2009). Mccathy, E. J in
1978, later grouped these ingredients into four categories that today are known as the 4PS of
marketing, product, price, place and promotion. De- Aze (1995) defines the marketing mix
as the planned package of elements that makes up the product or service offered to the
market. Marketing mix helps to position the library very firmly in the perceptions of their
communities served. It is aimed at supporting the library and information service to reach
target markets and specified objectives. Kavulya (2004) noted that the marketing mix is the
guide for the development, implementation and evaluation of any specific service or
product. The goal of the marketing mix is to achieve client satisfaction, by applying basic
principle in achieving the objectives of an organization.
41
Figure .1 4Ps model of marketing mix.
Source: netMBA(2011)
In this model, the target market refers to users and potential users. The target market
appears in the middle, because it is the most important element in the marketing mix. This is
because every element in the marketing mix is targeted towards satisfying users. While
products refers to goods and services that meets customers’ needs. Price refers to the cost in
getting a product or service by a user. Place refers to location of a product or the
convenience of getting a product or service to a user. Promotion refers to the means of
communicating a product or service to a user. Promotion includes advertising and public
relations.
Kotler (1997) defines product as anything that can be offered to the market to satisfy
a want or need. Norman (1989) sees product as the various services offered by the library
and designed for specific user group such as databases, selective dissemination of
information, current awareness services, indexing and abstracting service, inter library loan,
photocopy services and internet services, giving user assistance, reference/information
service, compiling bibliography, databases and acting as intermediary between the user and
resources of the library. He went further to state that the success of all marketing process
Price
Promotion Place
Product
Target
market
42
hinge directly upon the quality and excellence of the product or service designed. Meillese
(1995) cited Gee and argued that information is not only the product offered by librarians
and information centers. Rather he claims that librarians are also product since they act as
intermediaries between collections, resources and end users. He clearly, articulates this
argument when he urges that librarians must be clear on what they are selling and that they
should promote their knowledge, experience and craftsmanship. Librarians who are putting
the benefit of their knowledge and expertise to the users are also adding value to raw
materials which is information. Cootee (1994) explained that there are particular features of
services that distinguish services from product. He identified those features as: Intangibility
services cannot be seen, smelled, touched and tasted. Inseparability: services are usually
consumed by the users as they are been produced. Perishability: services cannot be stored.
Heterogeneity: standardization and quality are difficult to control. Dhima and Sharma
(2009) explained that library can also augment information through quality, reliable, speedy
and timely professional services. The quality of the services depends on their usefulness to
the user’s information needs. Bushing (1995) also stated that every product has a life cycle
for it develops, grows, matures and decline. So every product need to be re-arranged,
redesigned, repackaged, renamed or even retired. She noted that this is an extremely useful
idea library should introduce. This is because library management was most times
conservative and resistant to change. It is always very difficult to critically examine any
product whether good or bad, effective or not once it is in place. The current development in
ICT has proven that the place is a crucial factor for the library services. To contain library
services within the library walls is something from the past. The availability of the internet
43
makes it possible to offer information services in the world to any user on the internet.
(Norman, 1989).
Jones (2011) refers to place as anyway that the customer can obtain a product. While
Dhiman and Sharma (2009) views place as the distribution channels that an organization
utilizes to convey its own physical products or services to the end users. He went further to
state that the distribution of the library products and services refers to when, where and how
it is made available for the user. When implies the time and period in which information is
provided, where indicates the location of the service and the type of distribution. Araehchige
(2002) in his view referred place also as service point which include: issue counter,
catalogue, reading rooms and computer terminals. He went further to state that the library’s
location must be easily found, easily entered and conveniently visited. The building
arrangement must be comfortable to the user. Das and Karn (2008) emphasizes that the
place do not necessary have to be a physical location anymore. He recommended that a
strong web presence is necessary. Nwalo and Oyedum (2007) suggested that the place or
location of the library services department should be publicly advertised in such a manner
that users would appreciate the building and visit to use the resources. With the introduction
of information technology in many libraries, information services can now be accessed
anywhere and at anytime.
Jones (2011) views promotion as any vehicle a library employs for getting users to
know about their products and services. Owens (2002) defines promotion as simply
employing creative ways to make library products and services visible to users. While
Dhiman and Sharma (2009) sees promotion as the communication that marketers engages in
order to acknowledge the product. They divided promotion into five elements: advertising,
44
publicity, personal contact, incentives and atmospheric environment. Mallese (1995) noted
that the pre-requisites to promotion is all about knowing who one is aiming at and making
sure that one’s service answers their needs. The benefits for those who promote their library
services include: increase usage, increased value in the organization, education of users and
changed perceptions. (Nicholas, 1998). Bahran (2008) stated that the basic aim of library
promotion is to select a technique that can encourage the users to make use of library’s
product and services. Judge (1984) stated that information is only of value when it is used
and made use of by a person. Potential users must be aware of its existence and benefits of
the information products and services. Consequently, promotion is perhaps one element of
marketing that has traditionally been recognized and practiced by librarians. Users need to
know what is available and the benefit of such services to them. Promotion is an effective
method of doing this.
According to Martey (2000) pricing is an extremely important marketing activity. It
is a major determinant of the profit on which the very survival of the organization depends.
To Dhiman and Sharma (2009) they see price from the customer view point as a determinant
factor most customer consider before they purchase a product. They further stated that there
are two concepts of price, the monetary price and the social price. The monetary price
implies the payment of certain sum by the customers before he gets access to a product or
service. While the social price refers to the additional effort that the customer must make in
order to obtain access to product. Araechige (2002) stated that the price of library products
represents fees for membership, fines, photocopy and database searching cost.
The successful library is the library that provides a range of expensive resources that
most individuals cannot afford and provide a well established mechanism of information
45
acquisition and dissemination that is accessible to most people (Neal, 1997). Martey (2000)
pointed out that many libraries around the world look outside their traditional sources of
funds to be able to sustain the level of services which normal funding will not be able to take
care of. Mahmood, Hameed and Haidar (2005) stated that the concept of selling information
service may not apply to the basic essential information services that academic libraries
provide. They suggested that the more advances and technological services were highly
suggested to provide income to academic libraries. Such service includes, photocopy
services, internet services, consultancy services and computer print out. e.t.c. However,
Nwalo and Oyedum (2007) noted that in order to implement fee-based services in academic
library a good training of staff and a marketing and promotional plan must be established to
raise the awareness of the academic community of the existence of the library and the
information services that are provided.
The point is that ,in determining the value of our library services and how well they
are likely to satisfy user requirement, it is necessary to consider the degree to which
accessing those services is both convenient, pleasurable and satisfying. The marketing mix
plays very important role in marketing of library services. When applied it helps the library
to always be seen as a quality organization offering range of appropriate and effective
products and services to users. Also the utilization of marketing mix theory and techniques
will enable the library to offer products and services which will be wanted and valued by
users. It will also enable libraries to cope with the world of constant change.
The Relationship Marketing Theory: This theory was developed by Evert Gummen. It is a
form of marketing that evolved from direct response marketing in the 1960`s and emerged in
the 1980`s. Relationship marketing is a form of marketing in which emphasis is placed on
46
building longer relationships with customers rather than on individual transactions. It
involves understanding the customer’s needs as they go through their life cycles. It
emphasizes providing a range of products or services to existing customers as they need
them. (Hurt, 1999).
Olotu (2010) observed that the conception and growth of relationship marketing over
time go back to the pre-industrial era or medieval period when direct marketing was the
order of the day, the industrial era which refers to the period of industrial revolution that
gave rise to mass production and mass consumption of goods and services and post–
industrial era which witnessed a change in marketing practices from transaction orientation
to relationship marketing.
Besant and Sharp (2002) recommended that for any organization to maintain cordial
relationship with customers they should consider the six relationship and partnership
models: They are customers markets, internal markets supplier and alliance markets, referral
markets, recruitment markets and influence markets.
47
Source: Christopher et al (1991).
Figure 2: The six markets model
Beasant and Sharp (2002) explained that within this model, the customer market
appears in the middle, reflecting the fact that the customer is the biggest and most important
market which an organization should concentrate on developing relationship. The referral
market recognizes the part that positive word of mouth can play in generating business for a
firm. Referrals also come from existing satisfied customers who tell their friends and
acquaintances about the firm, underlying also the importance of customer’s relationship
marketing. Influence markets include media, management and government e.t.c that back
the organization with capital. Effective management of relationship is vital for anyone who
influences the success of an organization. Internal markets suggest that the organizational
marketing effort should be directed not only to the external market but internally to
employees too. Supplier markets include publishers, vendors and booksellers. Finally,
Internal
Market
Referral
Market
Influence
Markets
Staff
recruitment
Suppler
and
alliance
Market
Customer
Market
48
recruitment markets refer to the firm’s ability to attract and retain the right kind of
employees. An organization that relies on good customer service must also attract
employees who will treat their customers well.
Libraries should apply the relationship marketing in their daily activities. This is
because relationship marketing is not just on gaining customer for just a transaction but on
retaining and building meaningful connections with users. For relationship theory to be
meaningful it needs the support of the management and library staff.
The Total Quality Management Theory: This is a theory that was propounded by Edward
Deming in the 1950`s. (Jurrow and Bernard, 1993). Martey (2000) defined total quality
management (TQM) as a management philosophy which embraces all activities through
which the needs of the customer, community and the objectives of the organization are
satisfied in the most efficient and effective way by maximizing the potential of all
employees in a continuing drive for improvement. While, Jurrow and Bernard (1993) views
TQM as a system of continuous improvement of services in an organization by employing
participative management that is centered on the needs of the customers.
Martey (2000) emphasizes that TQM is a way of life that organization employs for
continuous improvement of the quality of their product and services to their customers.
According to him TQM in the content of service quality, is about putting the right service in
the hands of the customer, at the right time and price. Jurrow and Bernard (1993) stated that
the key components of TQM are employee involvement of training, problem solving terms,
statistical methods, long–term goals and thinking and recognition that the system not people
produces inefficiencies.
49
Deming (1989) outlined 14 steps that management in any type of organizations can
take to implement a total quality management theory.
Organization should continuously improve their products and services. This could be
achieved by investment in research and education.
Management should believe in quality products and services.
Management should always identify ways to improve their services or products.
Management should end the practice of awarding business on tag alone. The highest
priced goods are not always the highest quality.
Management is responsible for leading the organization into the practice of continual
improvement in quality and productivity.
Management should institute training and retraining of workers. Workers need to
know how to do their jobs correctly, even if they need to learn new skills.
Management should discover the barriers that prevent staff from taking pride in what
they do.
Management need to drive out fear from workers. Managers need to create an
environment where workers can express concerns with confidence.
Management should break down barriers between staff. Managers should promote
team work by helping staff in different areas/ department to work together. Fostering
inter relationships among department encourages higher quality decision making.
Managers need to learn real ways of motivating people in their organization.
Workers need the flexibility to give customers the level of service they need.
Management should remove barriers to pride and workmanship. They should give
workers respect and feedback about how they are doing their job.
50
Management should institute a vigorous program of education and retraining,
With continous improvement on the job.
Management should take action to accomplish the transformation. All staff must
work as a team to carry out their responsibilities.
Libraries can benefit in total quality management in several ways. It will help
libraries to break down interdepartmental barriers, redefining the beneficiaries of library
services to internal customers (staff) and external customers (patrons), participative
management, staff training and development and providing responsive service to customers.
Libraries should always focus on providing the best services possible and be willing
to change to serve its patrons. The application of Quality management theory in libraries
enables them to provide services that are accurate, adequate, timely and of good quality.
Empirical Studies
The researcher reviewed some empirical studies on marketing and marketing of
library services considered to be relevant to this study. The researcher reviewed work on
both unpublished works in thesis and dissertations and also research works in published
journals.
Vasileiou and Rowley (2011) researched into the marketing and promotion of e-
books and use this as a case study context to generate insights into approaches in academic
libraries to the marketing of new services. Semi structured interviews were conducted with
25 academic librarians in seven case study libraries in Manchester. The interviews focused
on the existence of a promotion/marketing strategy for e-books, the marketing and
promotion tools used to promote e-books, the issues and challenges in promoting e-books
and future plans for the promotion of e-books. From the findings of the research the
51
researcher discovered that none of the libraries had a marketing communication strategy
relating to e-books. Yet on the other hand most interviewees were able to point to a range of
tools used to promote e-books and some had plans for improvements in their promotion
activities. The researcher recommended that a strategic approach should be given to
marketing and promotion and word of mouth should also be employed in marketing of e-
books.
Uluocha (2010) studied marketing knowledge and disposition of libraries in Nigerian
institute of advanced legal studies and university of Lagos libraries. A survey method of
research was used for the study. The population of the study covered all the librarians and
professional librarians in both libraries. In the study, data was collected through the use of
questionnaire and interview. Tables and chats were used to present, analyze and interpret the
data. Based on the findings, it was observed that most of the librarians are qualified
librarians. Also, most librarians have marketing knowledge; few librarians are disposed to
marketing their library products and services. There is also no previous record of marketing
of library product and services in Nigerian institute of advanced legal studies. The
researcher made the following recommendations: parent institutions should allocate more
funds to the development of libraries, libraries should create a marketing section that will
carter for marketing of library products and services, librarians should be exposed to
marketing trainings through conferences, seminars, workshops and symposiums, exhibitions
centers should be created to create awareness of various services offered by the libraries and
facilities needed for effective marketing of library products and services should be
provided.
52
In another study, Igbokwe (2009) studied strategies to enhance effective marketing
of library services. The design that was adopted for this study was a descriptive survey
research. Random sampling technique was used to pick 12 state and federal universities in
Nigeria. All the librarians and Para-professionals totally 280 were used for the study. A
structured questionnaire was used to collect data. Data were analyzed using percentage and
mean scores. The findings reveal that library orientation, increased awareness of users, in
house display, exhibitions, and internet services were mainly used as marketing strategy.
The major fee-based services were binding and photocopy. While the non-fee based services
commonly used was compilation of bibliography and retrospective services. The perception
of librarians as it concerns marketing strategy was also brought to limelight. The study also
revealed some of the strategies for the enhancement of marketing of library services, such as
public relations and using poor fund allocation and inefficient technology were identified as
problems that hinder effective marketing of library services. Appropriate recommendations
were proffered which include educating users and increasing the level of customer
satisfaction. Also users should be aware of products and services available by the use of
publicity and public relations and improving the quality of services rendered to users.
In another study, Mwaawaaru (2009) studied marketing strategy in terms of
promotion and communication for energy drinks in Ghana. The case study was Sinebrychoff
brewery. The objective of the research was to give an insight of the Ghanaian energy drink
market. The purpose for the research was to find out the best and appropriate promotion and
communication strategies in terms of variables and mediums. The research method
employed was the qualitative research method. The research methodology outlined some
cultural, social beliefs, values and expectations associated with creating brand awareness,
53
brand loyalty and communication variables. The instrument used in collecting data was
questionnaire and interview. Data were analyzed using qualitative data analysis. Findings
from the research showed that 61% of the respondents were motivated by the presence of
endorsers in promotion and communication advertisement. The findings also showed that
advertising, with television and radio mediums, were the most effective and efficient. Other
promotion variables included sales promotion, sponsorships and personal selling. The
researcher suggested that energy drinks companies in Ghana should secure a distribution
channel. They should establish trade relationship, customer relationship and a brand image.
In terms of advertising the organization may decide to rely on the expertise of a local
advertising agency and they should target students and workers who always want to unwind
during the process of learning and working respectively.
Popoola (2008) conducted a study on faculty awareness and use of library
information products and services in south- west Nigeria universities. Systematic random
sampling was used to select 446 faculty members from a population of 4459 in the
universities. The instrument used for collection of data was questionnaire. The instruments
used for data analysis was percentages and tables. The study found out that there was
significant difference in faculty awareness of available library information products and
services. In addition, they did not have sufficient knowledge of those library products and
services pertinent to their teaching and research activities. The survey also revealed that the
level of knowledge of faculty staff had positive relationship with the frequency of use. The
researcher recommended that user education program and public relations should be
embarked upon to improve faculty awareness of library information products and services.
54
Ayanda and Taiwo (2008) did a study on the impact of information technology on
library management, a marketing perspective. The objective was to examine the potential
impact of information technology on library management for the purpose of marketing
university library and library services. The research study focuses on analysis of perception
of 485 users of university of Ilorin library. The result of the investigation reveals that the
critical success factors for university libraries in the strategic time-frame will be a type of
technology management that requires a high degree of integration within the areas of user-
oriented services. (Marketing and personnel competence) The findings also show that
information technology and marketing are relatively new strategic weapons for librarians.
The findings also reveal that information technology will assist university library
strategically for competitive advantage, operational efficiency and help users to cope with
technological changes. The researcher recommended that library management should create
a marketing committee. The objective of the committee is to enlighten and create necessary
awareness to the staff and students on library resources and services. It also recommended
that the committee should employ marketing tools such as promotional newsletters and e-
mails to market library services to users.
Summary of Literature Review
Review of related literature was based on documentary sources. They include
reference materials, books, journals, conference proceedings, seminar/workshops papers.
The sources were both prints and electronic based materials.
The related literature reviewed the concept of marketing and related terms such as
public relation and advertising. Theoretical frame work was reviewed which include
marketing mix theory, relationship marketing theory and quality management theory.
55
However, the marketing mix theory is the most important frame work upon which the study
is based, which includes: product, place, price and promotion. This is because the
relationship and total quality management theory needs an efficient and effective products,
place, price and promotional tool to effectively and efficiently operate. Also, some empirical
studies relating to marketing especially marketing of library services was also reviewed.
It is pertinent from the review that considerable literature exists on marketing of
library services. However, very few studies were carried out in Nigeria. In effect, there is
scarcity of literature in marketing of library services in Nigeria. Also, most of the literature
was on university libraries. There was very few literature on other institutions of higher
learning for example colleges of education and polytechnics e.t.c. The review on marketing
of library services also revealed a number of issues such as: (1) several organizations,
including library management do not know what marketing is really about and the
importance of marketing to library. (2) marketing is very important in other to identify,
provide and satisfy the information needs of users,(3) librarians are not very competent in
the marketing of library services(4) there were several problems in marketing of library
services (5)marketing enables an organization to achieve its aims and objectives.
Consequently, there has not been any current study or research carried out in
marketing of academic library services in Niger state. Therefore, this study will be relevant
to academic libraries and their management in marketing of library services especially in
Niger state. The study will help them to identify their lapses, provide strategies in marketing
library services, and also improve their competencies in marketing of library services.
Hence, this is the gap this study set out to fill.
56
CHAPTER THREE
RESEARCH METHODS
In this chapter, the researcher presents the procedure used in carrying out the study
under the following subheadings: research design, area of the study, population of the study,
sample and sampling technique, instruments for data collection, validation of the instrument,
method of data collection and method of data analysis.
Research Design
The study was carried out using descriptive survey. According to Ifidon & Ifidon
(2007), descriptive survey describes a current situation with a subject. It involves collecting
data in order to answer questions concerning conditions or relationship that exist, practices
that prevail, beliefs, points of views, or attitudes that are held, processes that are going on,
effects that are being felt or trends that are developing and reports the way things are. The
choice of descriptive survey is because the study investigated marketing library services in
academic libraries in Niger state. It involves collecting data and answering questions on the
views and opinions of librarians on marketing of library services and reports the way things
are.
Area of the Study
The study was carried out in Niger state. Niger state is in the north- central zone of
Nigeria. The zone comprises of the following states: Kogi, Kwara, Benue, Nassarawa,
Plateau and Niger state. Specifically the study covered all academic libraries in Niger state.
The choice of this state was because most academic libraries e.g. universities, colleges of
education, polytechnics, monotechnices, schools of nursing and research institute are well
represented in the state.
57
Population of the Study
The population of the study comprised all librarians in academic libraries in Niger
State. There are a total of 71 librarians and 12 academic libraries in Niger state. They
include the following: Federal university of technology Minna, Ibrahim Badamosi
Babangida university Lapai, Federal polytechnic Bida, Niger state polytechnic Zungeru,
Federal college of education Kontagora, Niger state college of education Minna, Niger
state college of Agriculture Mokwa, Federal college of fresh water fishery Technology
Newbussa, Federal college of wildlife management Newbussa, Niger state school of
nursing Bida, Niger state school of midwifery Minna, Justice Fati Lami Abubakar college of
Arts and General studies Minna The table of distribution of academic librarians according
to institutions can be seen in Appendix 1
Sample and Sampling Technique
All the 71 librarians were studied. This is because the population is not too large.
Instrument for Data Collection
The instrument used for data collection was questionnaire. The questionnaire is
termed marketing library services in academic libraries questionnaire (MLSALQ). The
questionnaire was in two parts. Part A sought for personal data about the respondent. It has
four items. Part B has 76 items which was organized under 7 sections (1-7). Section 1 with 9
items sought information on the need for marketing library services. Section 2 with 14 items
tried to find out library services available for marketing. Section 3 with 14 items dealt with
the extent of marketing library services. Section 4 with 16 items inquired into the techniques
in marketing of library services. Section 5 with 7 items inquired into the competences that
are required by librarians in marketing of library services. Section 6 with 9 items sought for
58
information on problems militating against marketing of library services. Section 7 with 7
items sought for information on strategies to be employed in enhancing marketing of library
services.
Validation of the Instrument
The draft of the instruments was subjected to face validation by the supervisor and
two other lecturers in the department of library and information science, University of
Nigeria Nsukka. They were requested to ascertain the appropriateness and suitability of the
items and response patterns as they relate to the study. Based on their criticisms,
observations, comments and suggestions, some items were restructured, some were dropped,
new items were introduced which was used in writing the final questionnaire.
Method of Data Collection
The questionnaire was administered personally by the researcher with assistance
from research assistants from each of the academic libraries. The research assistants were
trained to assist in the administration of the instruments. The use of research assistants in the
administration of the questionnaire was because they, being library staff of the institution are
more familiar with the environment and their colleagues. As such a combination of the
researcher and the research assistant will work better and will ensure a higher return rate.
Method of Data Analysis
This study used frequency tables, percentages and mean score for the analysis of data
in answers to the research questions. For questions with likert type scale responses, a mid-
point mean value of 2.5 and above was accepted as positive response while the values of less
than 2.5 was considered as negative and rejected. The scale below was used for the analysis.
59
Response Mode Real Limits
Strongly agree/Great extent 4
Agree/Medium extent 3
Little extent/Disagree 2
Not Available/Strongly disagree 1
60
CHAPTER FOUR
PRESENTATION OF DATA
In this chapter results of the study are presented. This is done with reference to the
research questions that guided the study. The data is presented and analyzed using frequency
tables, percentages and mean. It is presented in a tabular form. The major findings are also
summarized at the end of the chapter.
A total of 71 copies of the questionnaire were distributed to the respondents. Only 59
copies were returned and correctly filled. This is because some of the respondents had tight
schedules that could not allow them time to attend to the questionnaire. While, some were
always unavoidably absent either for leave or official engagements outside their places of
work. A percentage score of 50% and a mean score of 2.5 were used as bench mark.
Research Question 1
What are the needs for marketing academic library services in Niger state?
To answer this research question, questionnaire items 1 to 9 of the questionnaire was
used and presented on table 1 below.
61
Table 1: Librarians’ Responses on the Need for Marketing Library Services
S/N Need for Marketing Library
Services
Strongly
Agree
Agree Disagree Strongly
Disagree
Mean
X
Decision
3 To achieve the objectives 43 16 - - 3.73 A
2 To enlighten the users on the
relevance of library use.
32 25 2 - 3.50 A
5 To help users develop skills in
other to acquire information
from various sources.
27 30 2 - 3.42 A
1 To achieve high level of
customer satisfaction
27 29 3 - 3.41 A
4 To identify the information
needs of users.
30 24 4 1 3.41 A
6 To compete favorably with
other information providers.
28 25 6 - 3.40 A
7 To improve interpersonal
relationship between
librarians and users.
21 32 6 - 3.30 A
9 To attract donors and funding
bodies to the library.
20 32 6 1 3.20 A
8 To provide conducive
environment for users to study
and work.
18 32 7 2 3.12 A
Key: A = Agree, D = Disagree
Table 1 above shows the responses of the respondents on the need for marketing
library services in Niger state. They rated two of the items as the major reason to market
library services. These are to achieve the objectives of the library (3.73) and to enlighten the
users on the relevance of library use (3.50). Other items that were rated as the need for
marketing library services includes: to achieve a high level of customer satisfaction, to
identify the information needs of users, to help users develop skills in order to acquire
information from various sources, to compete favorably with other information providers, to
improve interpersonal relationship between librarians and users, to provide conducive
environment for users to study and work and to attract donors and funding bodies to the
62
library. However, the lowest total mean rating was 3.12 which is to provide conducive
environment for users to study and work.
Research Question 2
What library services are available for marketing in academic libraries in Niger
state?
Addressing this research question questionnaire items 10-23 was used and presented
on table 2 below.
Table 2: Librarians’ Response on the Services Available for Marketing in their various
Libraries
To answer research question 2, which concerned the library services that were
available for marketing, 14 library services were presented to the respondents and they were
requested to indicate the library services that are available and those that were not available
for marketing in their libraries. As shown on table 2 lending services (97%), reservation
services (71%), provision of seating and study facilities (95%), reference services (92%),
S/N Services Available for
Marketing
Available Not
Available
Percentage
(%) Available
Percentage (%)
not Available
Decision
10 Lending services. 57 2 97 3 A
15 Provision of seating and
study facilities.
56 3 95 5 A
16 Reference services. 54 5 92 8 A
18 User education. 49 10 83 17 A
13 Reservation services. 42 17 71 29 A
19 Selective dissemination of
information.
36 23 61 39 A
20 Current awareness services. 35 24 59 41 A
21 Online information services. 32 27 54 46 A
23 Indexing and abstracting
services.
27 32 46 54 R
12 Document delivery services. 25 34 42 58 R
22 Referral services. 24 35 41 59 R
17 Library publication. 18 41 31 69 R
11 Interlibrary loan. 15 44 25 75 R
14 Translation services. 5 54 5 91.5 R
63
user education (83%), selective dissemination of information (61%), current awareness
services (59%) and online information services (54%) were all available for marketing.
However, the results show that interlibrary loan, document delivery services, translation
services, referral services and indexing and abstracting services were not available for
marketing.
Research Question 3
To what extent are library services marketed in academic libraries in Niger state?
This research question was answered using questionnaire items 24-37 as can be seen
on table 3 below.
Table 3: Librarians’ Responses on the Extent of Marketing Academic Library Services
S/N Library Services
Marketed in
Academic Libraries
Great
Extent
Medium
Extent
Little
Extent
Not
Applicable
Mean
X
Decision
29 Provision of seating
and study facilities.
26 28 2 3 3.31 A
24 Lending services. 27 23 5 4 3.24 A
30 Reference services. 16 37 4 2 3.14 A
27 Reservation services. 10 29 15 5 2.75 A
32 User education. 12 23 17 7 2.70 A
35 Online information
services.
20 6 17 16 2.51 A
34 Current awareness
services.
6 23 15 15 2.34 R
33 Selective
dissemination of
information.
6 16 21 16 2.20 R
37 Indexing and
abstracting services.
4 19 13 23 2.10 R
31 Library publication. - 25 10 24 2.02 R
25 Interlibrary loan. 2 19 10 28 2.00 R
26 Document delivery
services.
3 13 18 25 1.90 R
36 Referral services. 3 14 15 27 1.90 R
28 Translation services. - 4 13 42 1.40 R
64
The data on table 3 represents the librarian’s ratings on the extent of marketing
various library services in academic libraries. The table shows that the total mean ratings
ranged from 3.24-1.40. The services that were marketed to a medium extent includes:
lending services (3.24), provision of seating and study facilities (3.31) and reference services
(3.14). However, other services that were marketed to a little extent are reservation services,
user education and online information services. It was observed from the table that the
following library services were not marketed : interlibrary loan, document delivery services,
selective dissemination of information, current awareness services, referral services, and
indexing and abstracting services.
Research Question 4
What current techniques are employed in marketing of library services in academic
libraries in Niger state?
This research question was answered using questionnaire items 38-53 and presented
below on table 4.
65
Table 4: Librarians’ Responses on the current Techniques employed in Marketing of
Library Services in Academic Libraries
S/N Techniques in
Marketing Library
Services
Great
Extent
Medium
Extent
Little
Extent
Not
Available
Mean
X
Decision
38 Exhibitions and display
of new arrivals.
19 28 9 3 3.10 A
50 Staff friendliness to
users.
13 32 13 1 3.00 A
45 Increase interpersonal
relationship between
staff and users.
13 30 14 2 2.92 A
52 Librarians should be
properly dressed.
13 32 10 4 2.91 A
41 Organizing user
education.
12 20 22 5 2.70 A
48 Having representative
in institutional
functions.
23 3 23 10 2.70 A
44 Requesting for
contributions from
users while making
acquisitions.
19 8 22 10 2.61 A
43 Provision of electronic
access to information.
5 25 22 7 2.50 A
47 One on one discussion
with users.
3 15 32 9 2.20 R
51 Provision of
suggestions boxes.
5 20 16 18 2.20 R
49 Advertising in print and
electronic media.
4 11 18 26 1.90 R
53 Organizing library
week.
3 13 17 26 1.90 R
42 Creating a library web
page.
2 14 20 23 1.81 R
39 Use of leaflets and
posters.
2 9 20 28 1.75 R
46 Sending personal letters
to users through e-mail
and text messages.
- 15 11 - 1.70 R
40 Sending out brochure
or flyers.
2 2 22 33 1.54 R
66
For research question 4, 16 different techniques for marketing of library services
were presented to the librarians. They were requested to indicate the procedures adopted in
their libraries. Table 4 shows that exhibitions and display of new materials (3.10) and staff
friendliness to users (3.00) were used in a medium extent as techniques in marketing of
library services. Other techniques that are used in a little extent are organizing user
education, provision of electronic access to information, requesting for contributions from
users while making acquisitions, increase interpersonal relationship between staff and users
and having representative in institutional functions. However, the following techniques were
not employed in marketing of library services. They include: use of leaflets and posters,
sending out brochures or flyers, creating a library web page, sending personal letters to users
through e-mail and text messages, advertising in print and electronic media, provision of
suggestion boxes and organizing library week.
Research Question 5
What competencies are required of librarians in marketing of library services?
Addressing this research question, questionnaire items 54-60 was used and presented
on table 5 below:
67
Table 5: Librarians’ Responses on the Competencies that are required of Librarians in
Marketing of Library Services
S/N Competencies Required of
Librarians in Marketing
Library Services
Strongly
Agree
Agree Disagree Strongly
Disagree
Mean
X
Decision
57 Ability to answer users
query.
37 21 1 - 3.61 A
58 Ability to question and
evaluate library services.
34 24 1 - 3.60 A
56 Ability to conduct research. 30 27 2 - 3.50 A
59 Ability to sell idea/library
services.
30 27 1 1 3.50 A
55 Interpersonal skill. 26 32 1 - 3.42 A
60 Information technology
skills.
27 30 2 - 3.42 A
54 Good communication skill. 36 12 10 1 3.41 A
The findings in table 5 revealed that the major competencies required of librarians as
perceived by the respondents are ability to answer user’s query (3.61) and the ability to
question and evaluate library services (3.60). They also agreed by the respondents that other
competencies are also required of librarians in marketing library services in academic
libraries. These services includes: good communication skills, interpersonal skills, ability to
conduct research, ability to sell idea/library services and information technology skills.
Research Question 6
What problems are militating against marketing library services in academic libraries
in Niger state?
To answer this research question, questionnaire items 61-69 was used and presented
on table 6 below.
68
Table 6: Librarians Responses on the Problems Militating Against Marketing Library
Services
S/N Problems Militating Against
Marketing Library Services
Strongly
Agree
Agree Disagree Strongly
Disagree
Mean
X
Decision
64 Librarians do not know how to
market library services.
6 22 28 3 2.53 A
62 Management does not
understand the concept of
marketing.
15 28 15 1 3.00 A
69 Lack of media access to
marketing of academic library
services.
15 31 13 - 3.03 A
63 Poor access to information
technology.
15 36 7 1 3.10 A
68 Management does not have
marketing policy.
16 34 8 1 3.10 A
66 Lack of training in marketing. 19 28 12 - 3.12 A
61 Lack of effective
communication between
librarians and users.
21 33 5 - 3.30 A
67 Lack of facilities to market
library services.
23 29 7 - 3.30 A
65 In-adequate fund. 30 24 5 - 3.42 A
From table 6, the respondents were asked to indicate from the pre-selected problems
the ones that militate against marketing library services in their libraries. Many of the
respondents indicated lack of fund (3.42) as the major problem militating against marketing
library services. Lack of fund as a problem, was closely followed by lack of effective
communication between librarians and users (3.30) and lack of facilities to market library
services. Also, from the results presented from the table the several respondents also
indicated that management does not understand the concept of marketing, poor access to
information technology, lack of training in marketing and management does not have
marketing policy were also included among the problems and lack of media access to
marketing were among the problems. The least item rated by the respondents as an
69
impediment to marketing academic library services was that librarians do not know how to
market library services (2. 53).
Research Question 7
What are the strategies to be adopted for the enhancement of marketing academic
library services in Niger state?
This research question was answered using questionnaire items 70-76 as can be seen
on table 7 below.
70
Table 7: Librarians’ Responses on the Strategies to be adopted for the Enhancement of
Marketing Academic Library Services
S/N Strategies to be
adopted for the
Enhancement of
Marketing
Academic Library
Services
Strongly
Agree
Agree Disagree Strongly
Disagree
Mean
X
Decision
70 Organizing trainings,
seminars and
workshop to educate
librarians on
marketing of library
services.
41 18 - - 4.0 A
75 Librarians should be
willing to marketing
library services.
30 27 2 - 3.50 A
71 Marketing should be
inculcated in library
school curriculum.
26 32 1 - 3.42 A
74 Provision of adequate
facilities for
marketing library
services.
24 33 2 - 3.40 A
76 A unit should be
established for
marketing library
services.
21 32 6 - 3.30 A
73 Library management
should have a
marketing policy.
19 34 6 - 3.22 A
72 Library management
should have a
separate budget for
marketing.
18 34 7 - 3.19 A
From the results of this study in table 7 all of the strategies listed were accepted by
respondents. The respondents identified the following as strategies in descending order of
importance: organizing trainings, seminars and workshop to educate librarians on marketing
library services (4.0), librarians should be willing to market library services (3.50),
marketing should be inculcated in library school’s curriculum (3.42), provision of adequate
71
facilities for marketing (3.40), a unit should be established in academic libraries for
marketing activities (3.30), management should have a marketing policy (3.22) and library
management should have a separate marketing budget for marketing (3.19).
Summary of findings
The following findings can be deduced from the study analyzed.
The major need for marketing library services according to academic librarians in
Niger state are: to achieve the objectives of the library and to enlighten the users on
the relevance of library use.
Several services were available for marketing. However, three services were highly
available for marketing. They include lending services, provision of seating and
study facilities and reference services.
Library services that were marketed to a medium extent were lending services,
provision of seating and study facilities and reference services. It was however,
observed from the data analyzed that several core library services were not marketed.
They include: interlibrary loan, document delivery services, translation services,
library publication, referral services and indexing and abstracting services.
Several techniques are been employed in marketing library services. However, the
most commonly used techniques are exhibition and display of new materials and
staff friendliness to users.
Librarians highly consider ability to answer users` query and ability to question and
evaluate library services as the competencies that are required of librarians in
marketing library services.
72
It was also evidenced from the findings that the major problems militating against
effective marketing of library services include: inadequate fund, lack of effective
communication between librarians and users and lack of facilities to market library
services.
The study equally revealed that several strategies abound in enhancing of marketing
library services, but the most important strategies are that trainings, seminars and
workshop should be organized to educate librarians on marketing library services.
Other strategies include: librarians should be willing to market library services and
marketing should be inculcated in library school’s curriculum.
73
CHAPTER FIVE
DISCUSSION OF FINDINGS, CONCLUSIONS, IMPLICATIONS AND
RECOMMENDATIONS
This chapter presents the discussion of findings of this study, implications of the
study, recommendations, limitations of the study, suggestions for further research and
conclusions.
Discussion of Findings
Need for Marketing Library Services
The need for marketing library services is viewed by librarians as an instrument to
achieve the objectives of the library. This item has the highest mean rating. This finding is in
tune with Dhiman and Sharma (2009) who observed that marketing is essential because it is
an instrument through which library objectives can be fulfilled. The integration of
marketing into library services is important because it reinforces and reiterates the basic
values and beliefs of the profession in the changing environment. This point was also
emphasized by Sommers and Barnes (2001) they stated that marketing is essential to
achieving the performance objectives while at the same time meeting customers’ needs.
The second highest rated item is that library services are marketed in order to
enlighten the users on the relevance of library use. Several users no longer see the library as
an avenue where current and relevant information can be sourced. In order to change this
perception from the minds of the user’s, librarians need to educate the users on the benefits
of library use which includes having access to good information sources to solve problems.
Several librarians agree with Ohio library’s council (2008) that marketing is essential
because it helps to position the library in the minds of the community as “a go to” source for
74
information and helps users understand what the library will offer them. Olanlokun and Zaid
(2006) cited Smyka and stated that it is very vital that library stakeholders understand that
the absence of library services would be catastrophic to the community in a practical and
symbolic way.
Library services Available for Marketing in Academic Libraries
With regard to research question two, which concerned the services that were
available for marketing, they include lending services, reservation services, provision of
seating and study facilities, reference services, user education, selective dissemination of
information, current awareness services and online information service. It should be clear
that librarians cannot market services that they don’t have. Before any marketing strategies
can ever be successfully carried out there should be excellent provision of library services. It
is very important that librarians should realize that library services goes far beyond the
information resources of a library. Services provided should include everything that helps a
library patron to have an easy access to information resources. This was also supported by
Popoola (2008) who quoted Drake and suggested that more personalized and specialized
information services which will combine with analysis, synthesis, and delivery in usable
form is a must for an information system like academic library.
Extent of Marketing Library Services
The results of research question three indicated that few library services were
marketed in academic libraries in Niger state. However, three services were marketed to a
medium extent. These services include: lending services, seating and study facilities and
reference services. Lending services had the highest rating. This item agrees with Aina
(2004) who argued that lending service is a very essential service that should be provided by
75
academic libraries. This is because it promotes equal and fair access to information
materials. In providing an excellent lending service information resources provided must be
current, relevant in meeting the information needs of users. Furthermore, the information
resources provided by academic libraries to their users should be in both print, non print and
electronic format.
Provision of seating and study facilities was the second item with the highest rating.
This finding supports Nwalo and Oyedum (2007) who stated that the reading environment of
libraries should be improved. There should be adequate reading space, chairs and tables. It is
very necessary that libraries customers should be comfortable as much as possible when
accessing information materials of the library. Libraries environment should be very
attractive. The reading and study areas should not be overcrowded. However, in some of the
academic libraries the researcher visited she discovered that the environment was dirty and
the library was overcrowded. Any library that is unattractive and does not have adequate
seating and study facilities is sending a wrong message to her users about the library.
Reference services is another service that was identified that is marketed to a medium extent
in academic libraries. This is in consonance with Ohio library council (2004) who reported
that library’s reference and information services is especially valuable to the community
because it is used to meet users information needs. It finds out what information customers
needs and using library resources to provide that information. Libraries have many roles to
play, but a library reference and information service is especially valuable to the community
it serves. This is because libraries strive to provide equal and objective services for all users.
76
Techniques for Marketing Library Services
As indicated on the responses concerning techniques used by librarians in marketing
library services exhibitions and display materials was rated high. This was also followed by
staff friendliness to users. Exhibitions and display of new materials is a very efficient and
cost effective technique in marketing library services. This is in agreement with Kotler
(1997) who advised librarians to display new arrivals, book reviews, organizing exhibitions,
bookfair, library visits in order to publicize library programs. Also, Olalokun and Zaid
(2006) asserted that exhibitions of library materials to users are a powerful means of
advertising the services and educational values of the institution in general and the library in
particular. When information materials are displayed attention can be drawn to new arrivals,
special collections, reserve materials and services that are offered within the library that
often go unnoticed. Another technique that is used in a moderate extent is staff friendliness
to patrons to market library services. This item agrees with Nicholas (1998) who advised
librarians to always act as professionals and use quality procedures in attending to users’
needs. They need to smile, establish personal relationship with as many users as possible.
They should endeavor to react positively to complains and welcome suggestions. They
should endeavor to learn research interest of users and also memorize names of patrons. An
unfriendly librarian will result to users being uncomfortable and unfamiliar with the library
and its information materials.
Competencies Required of Librarians in Marketing Library Services
With regard to research question 5 all the items are considered to a moderate extent
as competencies that are required of librarians in marketing library services. However, the
two items that had the highest rating are ability to answer users query and ability to question
77
and evaluate library services. With regards to ability to answer users query this statement is
confirmed by Reference and user service association (2011) which asserted that librarians
should have an understanding of users information needs and information behavior and
developing skills to effectively meet those information needs. In answering users query it is
important that user time and convenience is taken into consideration. It is also very
important that request of library customers should be executed with promptness and
correctness. Librarians most also realize that answering users query has gone beyond
directing users where to get the information but getting the actual information.
In this study, ability to question and evaluate library services is another competence
that was indicated by librarians for marketing of library services. This finding seems to be in
compliance with Farkas (2006) who stated that there are so many little things librarians can
do to improve services. He suggested that the first thing is rethinking everything about their
policies and services. It is also very important for libraries to find out if their mission and
objectives are been actualized. Rowley (1997) argued that libraries must begin with aligning
the mission statement and the subsequent goals and objectives of their services towards a
strong customer orientation. He stated that this can be achieved by developing strategies that
will aid in accomplishing their mission.
Problems Militating against Marketing Library Services
Findings from research question 6 indicated that several factors were militating
against marketing library services. However, the factors with highest mean ratings are in-
adequate fund, lack of effective communication between librarians and users and lack of
facilities to market library services. Majority of the respondents indicated that inadequate
fund is a serious factor affecting effective marketing of library services. The populations of
78
students keep increasing, new courses are always introduced and curriculum keeps on
changing. The fund given to academic libraries are not commensurate with rapid growth and
new development in institutions. This finding agrees with that of Abid (1992) who said that
libraries in developing countries lack sufficient funds to subscribe to information resources.
He opined that most libraries in developing nations remain libraries only in name and are
unable to perform their vital role which is that of providing ready access to information and
knowledge. Abubakar (2004) also supported this fact when he asserted that academic
libraries in Nigeria are at a cross roads. This is because they are operating in an era of
dwindling finances were resources (financial and materials) are not forthcoming.
Lack of effective communication between librarians and users was also indicated by
respondents as an impediment to effective marketing library services. This support Patton
(2002) who remarked that communication was a major problem between librarians and
users. The gap in communication between librarians and users hinder users from seeking
assistance offered by the library. He observed that some users prefer to rely on friends for
information or instruction than asking a librarian Lack of effective communication between
librarians and users give room to inefficiency on the part of the library and lack of direction
on the part of the clients. Another identified hindrance is lack of facilities to market library
services. This is in consonance with Agha and Akhar (1992) who reported that development
of infrastructure is accorded low priority by the management of libraries. This was also in
line with Ekpenyong (2003) and Igbokwe (2009) findings that inadequate infrastructure such
as electricity, computers, internet facilities and photocopying services e.t.c have all
contributed to mar the spirit of marketing library services in academic libraries.
79
Strategies for Enhancing Marketing Library Services
The results of research question seven indicate that all the items are rated as
strategies for enhancing marketing library services. However, the item with the highest
mean score is that training, seminars and workshop should be organized to educate librarians
on marketing library services. This was closely followed by librarians should be willing to
market academic library services and marketing should be inculcated in library school’s
curriculum. The two items that training, seminar and workshop and that marketing should be
inculcated in library school curriculum is consistent with Kumber (2004) He stated that
some librarians were not competent in marketing library services because of lack of training
and education in marketing. He went further to state that marketing is more widely discussed
and accepted professionally than in the past, this acceptance has not necessarily resulted in
more marketing classes in library school’s curriculum.
Furthermore, Savard (1998) also asserted that if marketing principles are to be
embraced by librarians there is need to train information specialists who are already in the
field. To achieve this, the current curricular of librarianship needs to be revised and the
elements of marketing and management added to it. The curricular should include courses
on promoting the awareness of the importance of information services, consumer
information seeking behavior, market research, marketing strategies and planning.
Librarians willing to market library services has been identified as a strategy in
improving marketing library services. This item is in compliance with Gupta and Jambhekar
(2002) who remarked that librarians should be very willing to market library services. This
is because librarians are in an era where there are many information providers. So it is
important for librarians to improve their services, be committed to service delivery and
80
enlighten the users why the library is better than any other information provider. Ifidon and
Nwalo (2003) also emphasized that the idea of marketing library services is still new to the
Nigerian society.
However, it has become clear that librarians have no other choice than to market
their products and services and compete in the information market.
Implication of the Study
The findings of this study have far-reaching implications for the library profession,
the library and academic library management. The library profession must realize that
change is inevitable. In order to compete favorably with various information providers the
library profession should adapt and embrace change. Librarians and library management
must realize that the main issue in librarianship is all about speedy accessibility and retrieval
of information to users. Therefore, librarians should provide qualitative services, plan for
new services and evaluate old services in order to improve the services provided to users.
Services provided to users should be responsive to users information needs.
Librarians must realize that no man is an island and no library is able to satisfy all
the needs of its clientele, therefore librarians must form consortium where knowledge and
information resources should be shared among themselves. Also, the library professions
need to re-design their curricular and introduce marketing in every library school
curriculum. This is very necessary so that future librarians will be properly equipped on how
to face the challenges of the new information age. The findings of this study have far
reaching implication to the library administration. With the advent of information and
communication technology the role and position of libraries have rapidly changed from
custodian of information to provider of information. The library should shift from traditional
81
way of serving users and emphasis should be placed on the provision of online access to
information resources and services. Libraries should work towards improving their ICTS
such as internet, software and hardware.
Finally, this study found out that several core library services were no longer
provided. It is pertinent to note that no effective marketing strategy when put in place can
ever succeed without an effective and efficient service delivery. Minimum standards should
be set for library services.
Recommendations
The following recommendations are made based on the findings, conclusions and
implications of the study.
More funds should be allocated to the development of libraries by parent
organizations.
Library management should expose librarians to marketing library services through
trainings, conferences, seminars, workshop and symposiums.
Facilities that are needed for effective marketing of library services should be
provided to libraries.
Marketing courses should be introduced in library school’s curriculum and should be
made compulsory.
Efforts should be made by library management to improve the services offered by
libraries.
Librarians should be more committed to their work and introduce new techniques to
market their library services.
82
Minimum standard should be set by National Library Association for libraries in
Nigeria.
Information and communication technology facilities should be acquired by library
administration in other to boostt their services.
Library orientation and user education should be introduced for users in libraries.
Limitations of the Study
There were no limitations which might affect the generalization drawn from this
study.
Suggestions for further Research
Based on the findings of this study, the researcher suggests that further research be
undertaken in the following areas.
1. A comparative study of the effects of marketing library services in the provision of
qualitative services in academic libraries.
2. Marketing library and information products in academic libraries.
3. Marketing library and information services and products in public libraries.
Conclusion
Based on the findings of the study, the following conclusions are drawn. It was the
opinion of librarians that marketing library services is necessary in order to achieve the
objectives of the library and to enlighten the users on the relevance of library use. Several
services were available for marketing. However, three library services were highly available.
They include lending services, seating and study facilities and reference services. Based on
the findings of the study it was discovered that several library services were not marketed.
83
The services that were marketed to a medium extent include: lending service, provision of
seating and study facilities and reference services. The marketing techniques mostly used by
librarians in marketing library services are exhibitions and display of new materials and staff
friendliness to users. Librarians indicated that in order to market library services
successfully they need to be competent in answering users query and have the ability to
question and evaluate library services.
Furthermore, the three greatest problems militating against marketing library
services are lack of fund, lack of facilities to market library services and lack of effective
communication between librarians and users. Various strategies need to be undertaken by
library administrators and librarians to improve marketing library and information services.
These strategies include the following: trainings, seminars and workshop should be
organized for librarians on marketing library services, marketing should be inculcated in
library school curriculum and librarians should be willing to market library services.
84
REFERENCES
Abid, A. (1992). The responsibility and the Response: sustaining Information systems in
developing countries: A UNESCO programs Review, IFLA journal, 18 (4), 315.
Abubakar, B.M. (2011). Academic libraries in Nigeria in the 21st century, Retrieve
Retrieved October 14th
, 2011, from: http://unlibs uni.edu./lpp/abubakar html.
Adeogun, M. (2004). Emerging university library services in an ever changing and
Knowledgeable intensive learning environment, Retrieved, October 14th
, 2010.
From: www.acu.ac.uk /presentation /Margaret adeogun .pdf.
Adeyoyin, S.O. (2005). Strategy planning for marketing library services. Library
Management, 26(.819),494-507.
Admin, (2010). Attitude of academic librarians towards marketing of library Services,
Retrieved December 24th
2010, from: www. Piranet.com.
Afullo, J.J. (2002). Global information in Africa: The tele-communication infrastructure for
cyberspace. Library management, 21(4), 205-213.
Agha, S.S and Shahid, A. (1992). The responsibility and the response: Sustaining
Information systems in developing countries, Retrieved 10th
November,2010 From:
www.jis.sagepub. com/content/18/4/283.abstract.
Agu, C. C.(2006). Users and services of Academic libraries. Enugu: Praise house
publishers.
Aina, L.O. (2004). Library and information science test for Africa. Ibadan: Third World
information services.
Ajala, V.A. (2001). Public Relations: In search of professional excellence (2nd
ed.) Ibadan:
May best publications.
Ajileye-Loagun, J.S. (2004). Reference librarian /user relationship at the Obafemi Awolowo
university library, Retrieved on the 15th
November, 2010 From: http.lib.org./isc/articl
es 19-laogun.1.html.
Akintunde, S.A. (2006).State of information communication Technology in Nigeria,
Windows of papers presented in the 44th
annual national conference and AGM of
Nigerian library association Abuja, 18th
-23rd
June 2006. P.123-137.
85
Akpom, C.C. (2010). Marketing of library products and services in monotechnic libraries:
A Case study of federal school of dental Technology and therapy. In Scholarly
communication and information: Mentoring Mastering and Modernization. Second
Professional summit on information science technology. Nsukka: Nnamdi Azikiwe
library
Amaral, A.S. (1992). What library managers know about marketing: A study of Brazilian
geosciences and mineral technology libraries, information today, 8(2), 90.
Araechige, G.J.J. (2002). Application of marketing mix elements (4ps) in Library sector,
Retrieved January 15th
, 2011, from: www.eprints Rclis.org.srilanka.journal article.
Ayanda, A.M. & Taiwo, S.H. (2008). The impact of information technology on Library
management: A marketing perspective, Advances in management, 5(1), 141-149
Bahran, M.A. (2008). Marketing of academic libraries: challenges and practice, Retrieved
August 5th
, 2010, from: http./ www.articlebase.com.
Bahraoni, A. (2010). Marketing of academic libraries: challenges and practices, Retrieved
September 30th
, 2010, from: www.articles. Com/marketing Academic libraries
challenges and practice-1456106 html.
Barnes, L.L. (2009). You want me to do what? Lessons learned from Mary Ellen Bates
special library trenches, Retrieved 15th
January 2011 from: http/www.1st/or/09-
summer/view point html
Basanta, L.X. and Sharp, D. (2002). Libraries and relationship marketing. Information
outlook, .4, (3), 17-22.
Basanta, K.D & Sanjah, K.K. (2008). Marketing of library services in global era: A current
approach. Webology, 12(1)
Berkowitz, E.N. (1997). Study guide for use in marketing. (5th
ed.) Chicago: Irwin.
Bhattacharyya, M. (2010). Types of marketing, Retrieved January 2nd
, 2011, From:
www.buzzle.com/articles/typesofmarketing
Bohoist, R. C. (2004). Marketing and promotion for libraries: Big and Small, Retrieved
December 10th
, 2010, from: http://marketing bohoist.com.
Brith, S. (2000). Advertising. In Encyclopedia America international. (vol.1, p.195)
Conneticut: Grolier.
Bushing, M.C.(1995). The library`s product and excellence: Marketing of library and
information services, Retrieved October 2nd
, 2010, from: http:/findarticles.com.
Chandra, H. (2011). Capacity buildings in Technical libraries, Retrieved 18th
January, 2011
from: http.eprints.iclis.org/bitstream/10760/65021/1.
86
Chen, S. and Dhillon, G. (2003). Interpreting dimensions of consumer trust in e- Commerce.
Information technology and management, 4(2),303-310
Christopher, M.P. and Ballantyne D (1991). Relationship marketing: Bringing Quality,
Customer, Service and Marketing together. Butterworth: Heinemann.
Coote, H.(1994). How to market your library services effectively. London: Aslib.
Damas, S. (2011). What is happening in the college library? Retrieved May 1st, 2011 from:
www.cli.org /pub/reports/pub/29/pdf.
Das, B.K & Karn, S.K. (2008). Marketing of library and information services in global Era:
A current approach. Webology, .5 ( 2),168-180
De-Aze and Elliot, E. (1995). Marketing concepts for libraries and information Services,
Retrieved September 1st, 2010, from www.library association. Org.uk.
Deming, W.E. (1989). Out of the crisis, Total quality management in libraries, Retrieved
from: www.kba.ips.com/ 127 deming –w.e 1989-out –of Crisis Massachusetts.
Institute.
Dhiman, A.K. & Sharma, H. (2009). Service marketing mix in library and information
Centers, Retrieved December 4th
, 2010, from www.cri.du.ac.in/ic/09/papers/index.
Donald, R. (2010). Marketing corporate libraries, Retrieved 17th
September, 2010 From:
www.insightpro.com/donald3.htm.
Edoka, B.E. (2000). Introduction to library science. Onitsha: Palma publishers.
Ekpenyong, G.D. (2003). Marketing and promotion of information services in the university
of Ibadan library. Information for development 19(3): 197-201
European parliament council, (2008). Recommendations of European parliament and skills
for health. NDS paper 1 p.378-387.
Farcet, B. & Marcinec, M. (2005). The future of the academic libraries and the academic
Librarian: A delphi study reloaded. New review of information networking 2(.1)37-
63
Farkas, M. (2006). Skills for the 21st century librarian. Retrieved September 23
rd from:
www.meredith.wolfwater.com.
Farkas, M. (2011). Information wants to be free. Retrieved 18th
March, 2011 from:
www.meredith.wolfwater.com.
87
Fink, D and Mccane, B. (2001). Marketing library and information services, Retrieved
September 16th
, 2010 from www.marketing.cri-du.ac./ical./09/ papers/index.
Frankie, B. (2009). The difference between public relation and marketing, Retrieved
September 29th
, 2010, from: http://www.browningla Frankie.com the Difference
between public relations and marketing.
Giuliano, K. (2009). We have books and computers: Libraries and the importance of
Marketing,
Retrieved September 30th
, from: www.librarystudent journal. Org/index/lsj/article/
view/98/223.
Gupta, D. & Jambhekar, A. (2002). Developing a customer focus approach to Marketing
library and information services, Desidoc bulletin of information Technology 20(3),
5-13.
Gupta, D.K.(2003). Marketing of library services: Building a new discipline for Library and
information science education in Asia. Malaysian journal of Library and information
science, 8(2),95-108.
Hurt, E.(1999). Application of Relationship marketing in libraries, Retrieved 18th
March,
2011 from: www.dspace.mit.edu/bitstream.
Ifidion, E. I. & Nwalo, K.I.N. (2003) Marketing dynamics of libraries and information
services in Nigerian universities. Contemporary issues in educational management.
Ifidon, S.E &Ifidon, E.I. (2007). Basic principles of research methods. Benin:Goodnews
express communications.
Igbeka, J.U. (2008). Entrepreneurship in library and information science, Ibadan: Stirling
Holden.
Igbokwe, J.U. (2009). Strategies to enhance effective marketing of services in university
libraries in Nigeria. Unpublished MLS thesis. Department of library and information
Science, University of Nigeria, Nsukka.
Inazu, I.Q. (2009). Marketing and promotion of library and services: National library of
Nigeria experience. Nigerbiblios, .20 (1&2).
International commission of workforce development, (2011).Workforce development,
Retrieved 9th
February, 2011 from www.icwfd.org.
Irving, A. (1992). Marketing the information profession to the information society. London:
Library Association publishing, p.4.
Islam, S.K.M. (2004). The roles of libraries and education: information society today 1 (1),
48-51
88
Iwhiwhu, E.B. (2008). Information repackaging and library services: A challenge to
Information
professionals in Nigeria, Retrieved October 12th
2010 from: www.uni.edu/cgi/
viewcontent.cgi.
Jaafar, S.B, (2009). Marketing information technology products and services through
Libraries:
Malaysia experience, Retrieve August 10th
, 2010 from: http//archieve.ifla.org/iv/ifla6
4/126.86c.
Jones, J.C. (2011). Definition of marketing mix- product, price, place and Promotion,
Retrieved May 5th
, 2011, from: http:ezineararticles. Com/Definition of marketing
mix.
Jubb, M, & Green, R. (2007). Researchers use of academic libraries and their services.
Retrieved May 3rd
, 2010 from http//www.rin.ac uk /system/files/researchers library
services reports pdf
Judge, P.J.(1984). The marketing of information services: A regional workshop and Its
content, International forum on information and documentation, 9( 3),121-126
Jurrrow, S. & Bernard, S. B. (1993). Integrating total quality management in Library
setting. Journal of library administration, 18(1/2), 1-13.
Kavulya, J.M. (2004). Marketing of library services: A case study of selected Universities
libraries in Kenya. Library management, 25(3), 118-126.
Kendameta, G. C. (2011). Marketing of library and information service, Retrieved 23rd
November, 2010from:www.agropedia./tk/openacess/sites/defaultfilespdf.
Kotler, P. (1994). Principles of marketing 6th
ed. Eaglewood Cliff: Prentice-Hall.
Kotler, P. (1997). Marketing analysis, planning, implementation and control. New Jersey:
Prentice Hall Inc.
Kotler, P. (1997). Marketing management (9th
ed.) New Delhi: Prentice Hall. Pearson
education.
Kotler, P. (2007). Marketing management: A south Asian perspective. New Delhi:
Kotler, P. (1995). Marketing for non-profit organization, (2nd
ed.).New Jersey: Prentice-
Hall.
Kumber, D. (2004). The importance of marketing and TQM in libraries, Retrieved 16th
December, 2010 from: http.www.sourthernlibrarianship./caap.org.
89
Kunaka, D. (1998). Public relation programmes for library association, Retrieved September
11th
, 2010. From : http://ifla.organisation.
Lautenstager, A.I. (2003). Why you need public relations, Retrieved November 2nd
, 2010,
from: http://www.enterpreneur.com.
Leiser, T.(2004). Should libraries engage in marketing? Retrieved 18th
December 2010 from
www.ifla.org/n/ifla 61/61/leit.html
Long, S. (2008). 4 public relations library marketing training. Retrieved September 15th
2010, from: www.org/marketing/4pr.htm.
M2 weekly.com, (2011). Professional confidence, metrics and technophobia: The three
Problems of marketing in Nigeria, Retrieved 17th
March, 2011 from:
http.docs/google.com dspace.knustedu.su.
Madhusadhan, H. (2008). Marketing of libraries and information services and products in
university libraries: A case study of GOA university library. Library Philosophy and
practice, 5(1) 56-60.
Mahmood, K. Hameed, A & Haidar, S.J. (2005). Potential for fee based library services in
Pakistan: library finances. The bottom line 18(4),172-179.
Marshal, J. Fisher, C.B, Piccoli, R. & Moulton, L (2003). Competencies for special, library’s
Librarians Retrieved, 15th
December, 2010 from: http./www.sla.org.
Martey, A.K. (2000). Marketing products and services of academic libraries in Ghana,
Retrieved August 2nd
, 2010 from www.libraryjournal/org/2000-4pp261-268pdf
Mawaawaaru, S.O. (2009). Marketing strategy in terms of promotion and Communication of
energy drinks in Ghana, Retrieved March 13th
, 2010, From: http./ publications.
Thesis fi.bitstream. pdf.
Mellesse, M. (1995). Marketing information: A literature review, Retrieved November 25th
,
2010, from: www.dpace/bitstream/10625/1/10375.pdf.
Murray, A. (2005). Teach yourself public relation. London: Hodder education.
Namara, M.C. (2010). Basic definitions: advertising, public relations, publicity and sales,
Retrieved October 10th
2010. From: //http www.niles river.com.
Neal, S. (1997). The virtual library: A market perspective, Asian libraries, 6(1),13-14.
NetMBA, (2011). The marketing mix: The 4ps of marketing, Retrieved May 20th
20ll from:
www.netmba.com/marketing/mix.
90
New Jersey library association, (2011). Competency of librarians, Retrieved 16th
May, 2011
from:www.njla.org/resources.
Nicholas, J(1998). Marketing and promotion of library of library services. Library &
information in Astronomy,111 ASP conference, vol.153: pdf reprint.
Nkanga, N.A. (1999). Marketing of library and information services in Kenya, African
journal of library Achieves and information science, 9( 1),201-106
Noel, R. and Waugh, T. (2002). Marketing library and information services: Comparing
Experiences at large institutions in putting knowledge to work, presented at the
Special libraries Association conference, Los Angelos, p. 10.
Nolan, A. (1998). Marketing library services, Retrieved November 5th
, 2010 from
http:www.infortoday.com/mls/sep98/story.htm.
Norman, O. G. (1989). Marketing library and information services: An annotate Guide to
recent trends and development. Reference services Review, .1(1), 43-62.
Nwalo, K.I.N. & Oyedum, G.U.(2007).Strategies for effective marketing of Information
consultancy services: Best practices, Borno library Archival And information
science journal, .6 ( 1)119-129.
Nwegbu, M.U. (2005). Marketing library services in selected Nigerian universities. Global
review of library and information science. 1(1),68-82.
Nwosu, M. (2010). Marketing of information resources and services in Nigeria libraries: The
myths and the realities. Journal of library and information science, 12(1).
Ode, E.O & Omakoro, D.A. (2007). Basic principles and practice of librarianship.
Nigeria: PSG Franc publication.
Ohio library council, (2008). Marketing the library: public library training, Retrieved April
12th
, 2011 from: www.o/c.org.resources.
Ohio library council, (2004)Reference services. Retrieved August 16th
, 2011 from www.o/c.
org. resources.
Ojiambo, J.M. (1999). Application of marketing principles and technology to libraries and
information centres, Retrieved December 1ST
, 2010 from: http.www.w3c/org/trj
ree.html 401-1999.224/loose pdf.
Olalokun, O.S. & Zaid, Y.A. (2006). Library exhibition as public relation strategy.
Retrieved September 23rd
, 2011 from: unilag.edu.ng/opendoc.php.
91
Olotu, A.O. Maclayton, D.W & Opara, P.C. (2010). An empirical study of Relationship
marketing orientation and bank performance, Research Journal of international
studies, issue 16.
Owens, I. (2002). Marketing in library and information science: A selected Review of
related literature. The acquisition librarian, 28(2), 19-23.
Patton, B.A. (2002). International students and the American library, Eric document No.
ED 469810.132.
Pearson, A. (2009). Competency D, Retrieved 11th
September, 2010 from:
www.audreypearson .com/competencyd.
Popoola, S.O. (2008). Faculty awareness and use of library products and services in
Nigerian universities, Maylasian journal of library and information science, 13(1),
91-102.
Portter, J. (2007). Why academic libraries need to leave the library, Retrieved 16TH
December, 2010 from: www.freewebs.com/academicpotfor/10/why.pdf
Ravichandra, N. & Babu, S. (2OO8). Marketing of library and information services,
Retrieved November 2nd
, 2010, from: www.indian mba.com/ faculty_
Column/fc867/html.
Reference and user service association. (2011). Competencies for reference and user service.
Retrieved 6th
August, 2011 from: www.worldlibrary.org/gulati.
Robert, A.F. & Blandy, S. (1989). Public relations for libraries. Englewood: libraries
Unlimited.
Rowley, J. (1997). Principles of price and pricing policy for the information market place.
Library review, 46 (3), 179-189.
Rowley, J. (1997). Focusing on customers. Library Review 46(2).81-88.
Savard, R. (1998). Guidelines for the teaching of marketing in the trainings of librarians.
Retrieved 12th
April, 2011 from:http.wwwnicelink.com.
Schmidt, J. (2011). Marketing library and information services in Australian academic
Libraries, Retrieved 21st January, 2011 from: http.www.library.uq.edu/papers/
marketing library and information services pdf.
Sharma, A.K. & Bharwaj, S. (2009). Marketing and promotion of library services, Retrieved
15th December, 2010 from: www.cri-du.ac./cal/09/ papers/index.
92
Simkin, D. (1991). Marketing your services, Retrieved October 11th
, 2010 from:
www.accomplice.uk.com/ up/br 121134-10-lessons-0209.pdf.
Smith, D. (1995). Practice as a marketing tool for a case study, Library Trends, 43(3),74-80
Smith, G & Sakar, S. (1992). Developing marketing strategy in the not for profit sector.
Library management, 46( 9),89-96
Snoj, B. & Petermanec, Z.(2001). Let users judge the quality of faculty library services.
New library world, vol.102, No.1168 pg.314-324 Pearson, A. (2009). Competency
D, Retrieved 11th
September, 2010 from: www.audreypearson.com/competencyd.
Sommers, M.S. & Barnes, J.G. (2001). Fundamentals of marketing 9th
Canadian edition.
Toronto : McGraw-Hill. 15-26.
Steadley, M. & Gray, C. (2003). Library and information service, Retrieved November 3rd
,
2010, from: www.marketing clips.lis.illinois educa/2003/09 html.
Stripp, J (2008). Different types of marketing, Retrieved July 5th
2011, from: http/ezine
articles.com
Tella, A. Owolabi, K.A. &Attama, R.O (2009). Student use of the library: A case Study of
Akamu Ibiam federal polytechnic , Uwana, Nigeria, Retrieved April 10th
, 2010.
From: www.evri.com. /akanu-ibiam-federal-polytechnic- Ox 577b88.
Uluocha, A. (2010). Marketing knowledge and disposition of librarians in Nigerian Institute
of advanced legal studies and university of Lagos libraries. The Information
technologist, 7( (1),123-131
Uwaifo, S.O. (2010). Modern library and information science text. Ibadan: Testlinks
Publishers.
Vasilelou, M. & Rowley, J. (2011). Marketing and promotions of e-books in Academic
libraries, Retrieved March 13th
, 2011, from: http/www .emerald
Insights.com/journal.
Weigard, D.E. (1995). Preparing for the millennium: The case for using marketing
Strategies. Library trends, 43(3), 295.
Westwood, R. (2011). A Case for quite libraries, Retrieved April 11th
, 2011 from:
http.www.robwestwood.com.uk.
93
APPENDIX 1
S/N Institutions No of librarians
1 Federal university of Technology Minna 24
2 Ibrahim Badamosi Babangida University Lapai 15
3 Federal polytechnic Bida. 5
4 Niger state polytechnic, Zungeru 5
5 Federal college of education kontagora 5
6 Niger state college of education Minna 10
7 Niger state college of Agriculture Mokwa 2
8 Federal college of fresh water fishery Technology 1
9 Federal college of wildlife management New bussa 1
10 Niger state school of Midwifery Minna 1
11 Niger state school of nursing Bida 1
12 Justice Fati Lami Abubakar college of Arts and General
Studies, Minna
1
Total = 71 Source: academic planning unit of all the institutions
94
APPENDIX 11
MARKETING LIBRARY AND INFORMATION SERVICES IN ACADEMIC
LIBRARIES IN NIGER STATE
QUESTIONNAIRE
Department of Library and Information Science
Faculty of Education,
University of Nigeria,
Nsukka.
22nd
July, 2011.
Dear Sir/Madam,
I am a master’s research student of the above named institution, currently carrying
out a research on marketing library and information services in academic libraries in Niger
state of Nigeria. Kindly respond to the questions as accurately and objectively as possible.
The information you will provide will be treated with strict confidentiality and will be
restricted only to the purpose of the study.
Thanks for your co-operation.
Yours faithfully,
Odine Rita.
95
APPENDIX 111
MARKETING LIBRARY AND INFORMATION SERVICES IN ACADEMIC
LIBRARIES IN NIGER STATE
QUESTIONNAIRE
Below are two sets of information part I concerns information on your personal data,
while part II demands your response on the extent of importance of the statements for
marketing library services in academic libraries.
PART: Personal Data
(1) Name of academic institution.
(2) Working experience.
(A) 1-10 years ( ) (B) 11-15 years (C) 16 years and above
(3) Highest level of educational attainment
(a) Degree in library science.
(b) Masters degree in library science
(c) Ph D
(4) In which section of the library do you work?
96
PART II
Section One: Data on the Need for Marketing Library Services
Indicate the extent you agree or disagree that the following are the need for
marketing library services.
S/N The need for marketing library
services
Strongly
agree
Agree Disagree Strongly
disagree
1 To achieve a high level of customer
satisfaction.
2 To enlighten the users on the relevance
of library use.
3 To achieve the objectives of the library.
4 To identify the information needs of
users.
5 To help users develop skills in order to
acquire information from various
sources.
6 To compete favorably with other
information providers.
7 To improve interpersonal relationship
between librarians and users.
8 To help provide conducive environment
for users to study and work.
9 To attract donors and funding bodies to
the library.
97
Section Two: Data on Library Services Available for Marketing in Academic Libraries
Indicate the library services available for marketing in your library.
S/N Library services available for
marketing
Available Not available
10 Lending services.
11 Inter library loan.
12 Document delivery services.
13 Reservation services.
14 Translation services.
15 Provision of sealing and study facility.
16 Reference services.
17 Library publication.
18 User education.
19 Selective dissemination of information.
20 Current awareness services.
21 Online information services.
22 Referral services.
23 Indexing and Abstracting services.
Section Three: Data on the Extent of Marketing Library Services
Indicate the extent of marketing the following library services in your library
S/N Extent of marketing library
services
Great
extent
Moderate
extent
Little extent Not applicable
24 Lending services.
25 Interlibrary loan.
26 Document delivery services.
27 Reservation services.
28 Translation services.
29 Provision of seating and study
facility.
30 Reference services.
31 Library publication.
32 User education.
33 Selective dissemination of
information.
34 Current awareness services.
35 Online information services.
36 Referral services.
37 Indexing and Abstracting
services.
98
Section Four: Data on Techniques for Marketing Library Services
Indicate the extent the following techniques are used for marketing library services
in you library
S/N Techniques for marketing of
library services
Great
extent
Moderate
extent
Little extent Not applicable
38 Exhibitions and display of new
arrivals.
39 Use of leaflets and posters.
40 Sending out brochure or flyers.
41 Organizing user education.
42 Creating a library web page.
43 Provision of electronic access to
information.
44 Requesting for contributions from
users while making acquisition.
45 Increase interpersonal relationship
between staff and users.
46 Sending personal letters to users
through E-mall and text messages.
47 One on one discussion with users.
48 Having representative in
institutional functions.
49 Advertising in print and electronic
media.
50 Staff friendliness to users.
51 Provision of suggestion boxes.
52 Librarians should be properly
dressed.
53 Organizing library week.
99
Section Five: Data on the Competences required for Librarians in Marketing of
Library Services
Indicate the extent you agree or disagree that the following marketing competencies
are required for librarians in marketing of library services.
S/N Competences required for
librarians in marketing of
library services
Strongly
agree
Agree Disagree Strongly
Disagree
54 Good communication skills.
55 Interpersonal skills.
56 Ability to conduct research.
57 Ability to answer users query.
58 Ability to question and evaluate
library services.
59 Ability to sell idea/library
services.
60 Information technology skills.
Section Six: Data on the Problems Militating against Marketing of Library Services.
Indicate the extent to which you agree or disagree with the following as problems
militating against marketing of library services.
S/N Problems militating against marketing of
library services
Strongly
agree
Agree Disagree Strongly
disagree
61 Lack of effective communication between
librarians and users.
62 Management does not understand the
concept of marketing.
63 Poor access to information technology.
64 Librarians do not know how to market
library services.
65 In-adequate fund.
66 Lack of training in marketing.
67 Lack of facilities to market library services.
68 Management does not have marketing
policy.
69 Lack of media access to marketing of
academic library services.
100
Section Seven: Data on Strategies for Enhancing Marketing of Library Services
Indicate the extent in which you agree or disagree that the following strategy will
enhance marketing of library services in your library.
S/N Strategies for enhancing
marketing of library services
Strongly
Agree
Agree Disagree Strongly
disagree
70 Organizing trainings, seminars and
workshop to educate librarians on
marketing of library services.
71 Marketing should be inculcated in
library school’s curriculum.
72 Library management should have a
separate budget for marketing.
73 Management should have a
marketing policy.
74 Provision of adequate facilities for
marketing.
75 Librarians should be willing to
market library services.
76 A unit should be established for
marketing library services.
![mapl.rks-gov.net...ne okretne o stinske imovine. dana, 31.072019. odine Pred]ožana za razmatran.e u MALS dana, 31.07.2019. odine Mimstarstvo administracije Iokalne samouprave, nakon](https://img.pdfslide.net/doc/110x75/60b392f60b2e655e73072cd8/maplrks-govnet-ne-okretne-o-stinske-imovine-dana-31072019-odine-predoana.jpg)
