MARKETING OF LIBRARY PRODUCTS AND SERVICES AND ITS CHALLENGES TO PROFESSIONALS
- Project Research
- 1-5 Chapters
- Quantitative
- Chi-Square
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
Background of the study
Academic libraries are transforming in the new information age as a result of quickly changing media technologies, increased user tastes and expectations, competition from other information sources such as the internet, and shrinking library funding. This necessitates library and information science professionals proactively reorienting themselves and libraries as information superhighways that individuals cannot live without.
Marketing is seen as an important element of the competences required by library and information science workers. Before library professionals can adequately and effectively market library services and information, Igbokwe (2019). emphasise that librarians should be competent in all aspects of librarianship, including basic foundational knowledge in librarianship, readers' services, information and communication technologies (ICTs) handling and use, reference services, and so on. Librarians must be informed, skilled, and have positive characteristics or dispositions in these key components of librarianship. Marketing is fundamental and is seen as critical in the management process for marketing information products and services. Marketing expertise may help libraries gain a competitive advantage over rivals, and they can do this and better please users by developing new services or making modifications to current ones. In other words, marketing competency may increase organisational standing and librarian image, resulting in improved library performance.
Unfortunately, several studies have revealed librarians' professional misunderstanding of the marketing idea and its relevance to librarianship. Marketing, according to most library executives, is only appropriate and relevant to for-profit enterprises. Chandra (2019) assert that due to a lack of training and awareness of marketing tools and strategies, as well as a fear of commercial exposure, most librarians do not properly advertise library resources, services, and products. Marketing is viewed as deceptive, unprofessional, and a waste of time and money by some librarians.
Similarly, Adeyoyin (2015) identified a lack of business skills among academic librarians, as well as a lack of interest in the notion and idea of marketing mix among librarians and library top management, as a difficulty in product marketing. These circumstances can be traced to shortcomings in the library school curriculum's marketing concepts and principles. These issues also contribute to limited patronage of library information resources, goods, and services. As information specialists, librarians require appropriate knowledge, abilities, and qualities of marketing concepts, as well as a clear understanding and appreciation of marketing's relation to librarianship. Librarians must engage in marketing and employ marketing ideas and tactics to persuade and attract people to the library's resources and services. Academic libraries have a vital obligation to offer timely access to information resources, both print and non-print, that satisfy the curriculum and programme demands of students and teaching staff.
Related Project Materials
THE IMPACT OF CASHLESS POLICY ON THE PERFORMANCE OF NIGERIA FINANCIAL INSTITUTIONS
Abstract
This study examines the Impact of Cashless Policy on the Performance of Nigeria Financial Institutions. This s...
NEW MEDIA TECHNOLOGY USE PATTERNS IN NEWSROOMS- A STUDY OF SELECTED BROADCAST STATIONS IN SOUTH EAST, NIGERIA
Background to the Study
Broadcast media thrived globally before the coming of the internet and new media as a very significant medium for...
AN ASSESSMENT OF X.com (TWITTER ) BAN ON NIGERIA’S IMAGE IN THE INTERNATIONL COMMUNITY
Background of the study
The term "social media" is frequently used to describe new kinds of media that allow f...
THE IMPACT OF INFORMATION COMMUNICATION TECHNOLOGY ON NIGERIA’S PUBLIC ACADEMIC LIBRARIES (A CASE STUDY OF THE UNIVERSITY UYO)
ABSTRACT
Information and Communication Technology (ICT) has brought unprecedented changes and transfor...
AN ASSESSMENT OF QUALITY CONTROL AS A MEANS OF IMPROVING PERFORMANCE IN A PRODUCTION COMPANY
Background of the study
Manufacturing businesses are shifting their focus toward three primary competitive areas...
THE ROLE OF STRATEGIC CORPORATE GOVERNANCE IN ACHIEVING ORGANIZATIONAL GOALS
Abstract:
The objectives of this research are to (1) explore the impact of strategic corporate governance...
INFLUENCE OF ANIMATION CARTOONS ON SOCIAL BEHAVIOUR OF PRIMARY SCHOOL PUPILS IN KADUNA METROPOLIS, KADUNA STATE NIGERIA
ABSTRACT
The study examined the Influence of Animation Cartoons on Social Behaviour of Primary School Pupils in Kaduna Metropolis, Kaduna...
THE EFFECTIVENESS OF PEER MENTORING PROGRAMS IN VOCATIONAL SETTINGS
ABSTRACT: This research examines the effectiveness of peer mentoring programs in vocational settings, highlighting their impact on student sup...
TAX IMPLICATIONS OF BUSINESS RESTRUCTURING AND REORGANIZATIONS
Abstract: TAX IMPLICATIONS OF BUSINESS RESTRUCTURING AND REORGANIZATIONS
This research explores the tax implications of business restruct...
THE IMPACT OF QUALIFICATION OF HOME ECONOMICS TEACHERS ON THE PERFORMANCE OF SECONDARY SCHOOL STUDENTS
ABSTRACT
This research works centers on the effective of Home Economics teachers qualification on academic performan...
