Marketing Of Library Products And Services And Its Challenges To Professionals

Marketing Of Library Products And Services And Its Challenges To Professionals

Chapiter 1

Introduction

the study’s history

Due to fast evolving media technologies, rising user preferences and expectations, competition from other information sources like the internet, and shrinking library budgets, academic libraries are currently undergoing transformations in the new information age. To strategically reorient themselves and libraries as indispensable information superhighways, library and information science professionals must use competitive marketing strategies.

One of the essential talents for those working in the library and information sciences is marketing. Before library professionals can adequately and effectively market library services and information, Osinulu, Adekunmisi, and Okewale (2017) emphasize that librarians should be competent in all aspects of librarianship, including fundamental foundational knowledge in librarianship, readers’ services, information and communication technologies (ICTs) handling and use, reference services, etc. In these essential areas of librarianship, librarians must be knowledgeable, skilled, and have positive personal qualities. The management process for promoting information products and services includes marketing, which is fundamental and is seen as crucial. Marketing expertise can help libraries gain a competitive edge over rivals, and they can do this and improve customer satisfaction by creating new services or making improvements to the ones they already offer. In other words, marketing expertise can improve organizational status and boost librarians’ reputations, which will in turn improve library performance.

Unfortunately, numerous studies have shown that librarians lack a thorough understanding of marketing theory and how it relates to librarianship. The majority of library executives think that marketing only applies to and is important for-profit businesses.Due to their lack of training, poor understanding of marketing tools and strategies, and fear of receiving negative press, the majority of librarians do not properly advertise library resources, services, and products. Some librarians believe marketing to be deceptive, immature, and a waste of time and resources.

Similar to this, Adekunmisi (2017) identified a lack of business expertise among academic librarians and highlighted a lack of interest among librarians and library senior management in the idea and concept of marketing mix as a challenge in marketing products. These situations can be linked to a lack of marketing concepts and principles in the curricula of library schools. These elements also have a role in the limited usage of library information resources, goods, and services. As specialists in the field of information, librarians require a solid grasp of the relationship between marketing and librarianship as well as the necessary knowledge, abilities, and traits of marketing concepts. To engage users in their library collections and services, librarians must engage in marketing and employ marketing principles and techniques. Giving students and faculty timely access to information resources—both printed and digital—that match their program and curriculum needs is one of academic libraries’ most important duties.

1.2 A description of the issue

Despite the advantages associated with using social media platforms to promote the marketing of library and information resources and services, there are numerous obstacles that prevent this. The idea of a library without “walls” is gaining ground and becoming more and more well-liked among readers. Libraries are expected to give 24/7 online access to information in this information-centric user community since they are used more and more online. Users go to libraries to utilize computers and internet resources, read books aloud in a welcoming environment, and have group discussions. Additionally, compared to the previous century, less physical collections are used now that knowledge is readily available and reachable online from everywhere.However, the biggest issues with marketing library and information products and services are a lack of time to use social media, a lack of privacy and identity theft, a lack of knowledge about how to use social media tools, a lack of time to learn new tools, a slow internet connection, a lack of funding for libraries, a lack of qualified staff, and a lack of training opportunities.For the library to remain competitive, a high level of accessibility to resources and services in the preferred format, highly skilled library staff, ease of location, a high level of access to ICT applications, resources, and services, as well as fascinating library equipment and facilities, are needed. More specifically, librarians must recognize tactics for promoting library information products and services as public presentations, direct marketing, advocacy, bulletins, newsletters, readers’ awareness training, display strategy, library web sites, lectures, library tours, and use of web resources. As a result, this study aims to look into the difficulties that professionals have while trying to advertise library goods and services.

1.3 Purpose of the investigation

This study’s primary goal is to analyze the difficulties faced by professionals when promoting library services and goods. The focus of the research will be

to establish whether academic libraries in Rivers state need to sell their library services.

to look into the issues that restrict librarians from effectively selling the services that the libraries offer.

to provide ideas for improving the promotion of library services.

1.4 Research Problem

Are academic libraries at Rivers State in need of marketing their library services?

What obstacles prevent libraries from effectively selling their services?

What are the best methods for improving the promotion of library services?

1.5 Research suppositions

The following is the hypothesis that will be investigated in this study:

HO: In Rivers State, marketing specialists working with library products have no trouble.

HA: In Rivers State, marketing specialists working with library products face challenges.

1.6 Importance of the research

Academic institutions, administrators, library committees, librarians, users, and researchers will all find the study to be useful. The results will specifically be useful to the administration of academic institutions in the area of policy formation by offering a roadmap for overcoming the obstacles that prevent the successful marketing of library items. It is hoped that it would raise the library committee’s knowledge of ways to improve the marketing of library services to customers. Additionally, this study will teach librarians how to promote library services and goods in an effective and efficient manner. Additionally, by drawing in, gratifying, and keeping library patrons there, it will help them recognize their shortcomings and therefore improve their services. By making users aware of the numerous services the library offers, the findings will also be helpful to them. The recommendations from this study will lead to an improvement in the services provided to users. The study will expand our understanding of the issues with academic libraries in Nigeria while also adding to our body of information regarding marketing library services. The study’s findings will also contribute to the body of knowledge and be used as a resource by other scholars who wish to do research in a related area.

1.7 Study’s Purpose

The study’s focus is on the difficulties faced by professionals when promoting library goods and services. However, the study is restricted to academic libraries in Rivers State.

1.8.1 Study Limitations

Financial restraint: A researcher’s ability to gather data (through the internet, a questionnaire, and interviews) and locate relevant materials, literature, or information is often hindered by a lack of funding.

Time restraint: The researcher will do this investigation together with other academic activities at the same time. As a result, less time will be spent on the research project.

1.9 Terms explained

A librarian organizes, catalogs, and categorizes these items. Additionally, librarians offer book recommendations and assist users in finding the data they require. By subject, they evaluate and categorize collections. They instruct people on how to use library resources to find the information they require.

A product is anything that can be provided to a market to satiate a customer’s need or desire. In marketing, a product is an item or system that is made available for consumer usage.

A product is anything that can be provided to a market to meet a customer’s want or need. In marketing, a product is an item or system made available for consumer usage.

Marketing in Libraries: Planning, pricing, promoting, and distributing library products to create exchanges that satisfy the library and the users or customers is referred to as marketing in libraries and information services.

References

Farouk BL and Aderibigbe OA (2017). issues with marketing information services and resources at federal university libraries in Nigeria’s north-west. 92–96. Inter. J. Acad. Lib. Info. Sci. 5(3).

K. A. Adegoke (2015). An analysis of the Usmanu Danfodiyo University Library in Sokoto, Nigeria, as a case study for marketing library and information services in academic libraries. 3(2):143–148. Intellectual Property Rights. doi: 10.4172/2375-4516.1000143.

S. R. Adekunmisi (2013). Marketing plans for informational services and goods at libraries in Nigeria. 240–245 in the December issue of the Global Advanced Research Journal of Educational Research and Review. S. R. Adekunmisi (2017). promoting informational services and goods in Nigeria. 6(1 & 2) April/October: 53-66 Lagos Journal of Library and Information Science.