ABSTRACT
The study investigated into marketing of library and information services/resources in Sunyani, Kumasi and Tamale Technical universities in Ghana. Specifically, it dealt into areas of importance which covers the objectives of the study such as; need for marketing of library services, services/resources available in the selected libraries for marketing, techniques and tools being used by the selected libraries in marketing, competencies and skills required of information professionals in marketing of library services, measures for effective marketing of library services and challenges faced by the selected libraries in marketing their services. The 7p’s marketing mix theory was used. The study relied on both qualitative and quantitative methods of data collection. Twenty (20) professional library staff were interviewed with the use of a structured interview schedule, while two hundred and eighty- four (284) students answered the questionnaire. Data collected from students was analyzed with the use of SPSS, while data from professional library staff was recorded, transcribed and interpreted. The findings revealed that respondents were fully aware of the benefits of the marketing concept and therefore the need for marketing of library services was greatly emphasized. The services/resources used by the selected libraries were found to be inadequate and the few ones available were not properly marketed due to inability of these libraries to properly use the right techniques and tools in marketing them. Inadequate facilities, lack of funds, lack of staff and knowledge of staff in marketing and lack of marketing policies were identified as major challenges faced by the selected libraries in marketing their services. Some recommendations were however suggested and include; advocate for more facilities and funds for marketing, increase collection of their libraries, increase number of staff and skills in marketing and develop best marketing policies, tools and techniques for effective marketing activities in their libraries.
CHAPTER ONE
INTRODUCTION
Background of the Study
Marketing has become an important concept in the development of profit and non-profit organizations. Library and information service centers in recent times have also adopted the marketing concept to help promote the use of their services in order to ensure their continued existence. This is because information has become the most valuable commodity in the market today.
Before the introduction of computers, information was mainly in print form and mainly in books, and libraries were seen as the only places where information was sourced. The case today is different where information is available in different formats within and outside libraries. This certainly means that academic libraries now have the responsibility to explore new skills, resources and services that are currently available to users. This will help maintain and attract new users. Users can now access information regardless of their physical settings and also now give more attention to private information providers, and hardly depend on libraries as remedy to their information needs. Academic libraries need to direct students’ attention to relevant information by creating and promoting user awareness. The challenges in academic libraries such us reduced budgets, unsatisfied users, increasing cost of library materials such as books, serials and e-resources, technological advancements, increasing number of information services and competition from other information providers make the marketing concept very relevant in academic libraries (Chegwe, & Anaehobi, 2015).
Academic libraries are adopting the marketing concept in order to maximize information access and use. The challenges such as decline in library budgets, increasing number of users,
information explosion, invasion of database agencies, and complexity of information access are conditions that compel librarians to accept the marketing concept(Madhusudhan, 2008).
The current change in information access is as a result of emergence and advancement in technology that is creating a dimension in information seeking in academic libraries. In view of the multiplicity of formats in information products and services, libraries and information centers have now been publicizing the existence of some of their services and products to their target users through the marketing concept (Adegoke, 2015).
The term ‘marketing’ got attention in libraries when the marketing concept was first introduced into non-profit organizations in 1970 by (Kotler, 1970). Again, marketing library and information services and products became very common through the application of ICT, and most especially through the use of social media networking and sites. This is the reason why social media networking has been common in most universities across developed countries (Khan & Bhatti, 2012).
