Marketing of Library Services in Academic Libraries: A Study of ESUT Library
Chapter One
Purpose of the Study
The purpose of this study is to investigate marketing of Academic libraries services in ESUT library.
The specific purposes of this study are:
- To determine the need for marketing library services in academic libraries in ESUT library.
- To determine library services for marketing in Academic libraries in ESUT library.
- To examine the extent of marketing library services in ESUT library.
- To determine current techniques employed by academic libraries in marketing of library services in ESUT library.
- To inquire into the competencies required of librarians in marketing of library services in ESUT library.
- To determine problems militating against marketing of library services in ESUT library.
- To examine strategies for enhancing marketing of library services in ESUT library.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
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 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.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine marketing of library services in academic libraries. ESUT library form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain marketing of library service in academic libraries. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of marketing of library service in academic libraries
Summary
This study was on marketing of library service in academic libraries. Seven objectives were raised which included: To determine the need for marketing library services in academic libraries in ESUT library, to determine library services for marketing in Academic libraries in ESUT library, to examine the extent of marketing library services in ESUT library, to determine current techniques employed by academic libraries in marketing of library services in ESUT library, to inquire into the competencies required of librarians in marketing of library services in ESUT library, to determine problems militating against marketing of library services in ESUT library and to examine strategies for enhancing marketing of library services in ESUT library. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from ESUT library. Hypothesis was tested using Chi-Square statistical tool (SPSS).
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. 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
Recommendation
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.
References
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- Aeogun, 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.
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