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

Abstract

Adoption of marketing concept into information oriented organizations such as 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 Western Nigeria. 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.