ABSTRACT
Despite the huge investments made by libraries into building their collections, studies have shown that these collections remain underutilized. This situation, coupled with declining library budgets, as well as growing competition between libraries and other information providers, has compelled libraries to adopt effective marketing approaches in order to continually remain visible and relevant. The adoption of marketing in libraries has been found to bring about numerous benefits to libraries hence its increased adoption among libraries worldwide.
This study investigated the attitudes of library staff towards the marketing of library services in selected private universities, available marketing strategies and plans, and how they are applied in the promotion of their services to patrons. A total of 21 professional and para-professional library staff from three private universities participated in the study. The main data collection instrument was semi structured interviews used to elicit information about their knowledge of marketing, existing marketing policies, attitudes towards marketing, strategies used in marketing and the challenges encountered in marketing of services and resources. Data gathered was analysed thematically.
The findings revealed that the study participants are fully aware of benefits of inculcating marketing activities into their daily routines and were making efforts at making their users aware of their products and services with the use of various strategies including social media. Some of the challenges that hindered the success of marketing in the libraries are lack of funds, lack of knowledge of marketing techniques by staff and a lack of marketing policy to guide marketing in the libraries. Creation of marketing policies, organization of seminars on marketing for library staff as well as proactively advocating for more funds from the right people within the university community is suggested to improve marketing of their services and resources.
CHAPTER ONE INTRODUCTION
Background of the Study
Information provision in the 21st century is no longer a monopoly of libraries. Libraries across the globe including academic libraries are competing with other service industries such as big publishing houses, online book dealers, academic database vendors, the Internet and individuals with information literacy skills in providing access to information. Thus libraries have no choice than to adopt a marketing approach in their operations and services in order to remain visible, valuable and relevant to their communities and patrons (Kumbar, 2004).
Alemna (2001) is also of the view that the marketing concept with regards to library and information services is more widespread across the globe as libraries begin to identify that marketing services is a factor for their survival. Other factors identified by Jestin and Parameswari (2002) that have contributed to the adoption of the marketing approach by libraries are the information explosion, the technology revolution, and escalating library costs. Madhusudhan (2008) also mentions factors such as increased user base, the challenges of budget cuts, complexity of information requirements, and networking demands.
Marketing is defined as, “the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return” (Kotler & Armstrong, 2012, p.5). The adoption of the marketing approach has several benefits to libraries. For example, adoption in an academic library facilitates: achievement of organizational goals, an understanding of the perspectives of university administration, and also faculty and student library users through market research
leading to a more effective information provision and delivery (Spalding & Wang, 2006). Other benefits of the marketing approach are:
- Increased consciousness of the benefits of the academic library in higher education and the larger society.
- Increased prominence as well as better funding for the library.
- Increased ability of librarians to demonstrate knowledge and confidence in leading discussions and teaching about public policy issues relating to information access.
- Increased user understanding of available collections and their effective use in achieving research and academic goals, and
- Increased visibility of the library profession as an attractive career choice for bright college graduates (Spalding and Wang 2006, “Goals”, para. 20).
Librarians, particularly those in academic environments, need to constantly monitor their environments in order to provide services that best satisfy their users since a large number of library users is highly dependent on the quality of library services and resources (Ekpenyong, 2003). People knowing about the existence of libraries does not necessarily guarantee that they are knowledgeable about its use or that they even visit them. By making students aware of all that the library has in stock, the image of the library is boosted while further instilling a sense of confidence in users.
A marketing approach to library and information provision is certainly useful but the question is, are academic libraries in Ghana especially libraries in private universities adopting it in their information and service provision? This study will investigate the
extent to which marketing techniques are being adopted in three selected private universities in Ghana.
