Marketing Strategy: A Tool for Library and Information Services Delivery by Academic Libraries in Southwest Nigeria.

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dc.contributor.authorOdunlade, R.O
dc.contributor.authorAkinade, H
dc.contributor.authorOjo, J.O.
dc.date.accessioned2017-10-09T13:24:43Z
dc.date.available2017-10-09T13:24:43Z
dc.date.issued2014
dc.descriptionStaff Publicationsen_US
dc.description.abstractAdoption 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.en_US
dc.identifier.citationOdunlade, 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)en_US
dc.identifier.urihttps://www.ajol.info/index.php/sjis/article/view/118021
dc.identifier.uriajol.info
dc.identifier.urihttps://ir.unilag.edu.ng/handle/123456789/1997
dc.language.isoenen_US
dc.subjectMarketing Strategyen_US
dc.subjectMarketing Concepten_US
dc.titleMarketing Strategy: A Tool for Library and Information Services Delivery by Academic Libraries in Southwest Nigeria.en_US
dc.typeArticleen_US
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