LIBRARY MARKETING FOR EFFECTIVE UTILIZATION OF ACADEMIC LIBRARIES IN NIGERIA

Jide Lawrence Ajayi, Blessing Damilola Abata-Ebire

Abstract


The academic library contains several types of information resources in print and non-print formats acquired to satisfy overall user information needs and to provide information resources and services capable of achieving the overall objectives of the parent institution of ensuring quality teaching-learning and research purposes. Marketing plays a very vital role in creating awareness for library and information products and services. There is need to engage in extensive marketing of library products and services to getting new patrons and more importantly on encouraging existing patrons loyalty. The relevance of strategic marketing to the utilization of library has been discussed widely in the literature. Most information resources in university libraries have remained untouched or unutilized because the target patrons may not be aware of their existence. Lack of awareness of the existence of one type of information resources or the other could lead to non-utilization or underutilization of the information resources (kaur and rani (2007) cited in Udem & Udem 2019). Information seekers have plenty of choices available to them for almost any product or service today that were not available many years ago. The age in which library staff would be sitting down idly and expecting interested users to come to libraries has gone. Unlike in the ages past, users have lots of alternative information providers in the current information/knowledge age. In the current information age, the library is facing keen competition from avalanche of competitors. Therefore, the library must market its products and services to attract users so as to remain relevant as information provider.

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References


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