Marketing Strategy: A Tool for Library and Information Services Delivery by Academic Libraries in Southwest Nigeria.
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Date
2014
Authors
Odunlade, R.O
Akinade, H
Ojo, J.O.
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Abstract
Adoption of marketing concept into information oriented organizations such a. academic libraries has become
imperative especially with the proliferation of information technology where libraries are no longer seen as the
sole custodian of knowledge. This study therefore aimed at investigating the need for marketing strategy as tool
for library and information services delivery by academic libraries using the various technology driven facilities.
The survey research design was adopted for the study. Stratified sampling technique was used to select 6
libraries from federal, state and private owned universities in South Westem igeria. Total enumeration
technique was used in selecting the sample size consisting of 148 librarians and library officers in the
institutions. Data were gathered using questionnaire and the findings revealed that face to face approach and use
of the notice boards are the most common methods used in these libraries. Though some marketing strategies
are already in use, services like indexing and abstracting which is even an ancient strategy is giving way for new technologies. Likewise, database searching, network and rich site summary, and email alerts which are the commonest of all are yet to be fully embraced. It was revealed that adopting marketing strategies in service
delivery has enhanced the image of these libraries and has boosted library professionals' self actualization.
However, challenges such as inadequate skills and lack of funds among others constitute threats to effective use of marketing strategies in library service delivery.
Description
Staff Publications
Keywords
Marketing Strategy , Marketing Concept
Citation
Odunlade, R.O, Akinade, H and Ojo, J.O (2014) Marketing Strategy: A Tool for Library and Information Services Delivery by Academic Libraries in Southwest Nigeria. Samaru Journal of Information Studies Vol.14 (1& 2)