The Role Of Professionals In Marketing Library Products In Academic Libraries In Rivers State

The Role Of Professionals In Marketing Library Products In Academic Libraries In Rivers State

Chapiter 1

Introduction

the study’s history

Product marketing is essential for boosting sales and, ultimately, industry profit.However, professional librarians who must anticipate that the reading public will become aware of their library services sell libraries and information in academic contexts like universities and colleges. Libraries are regarded as stores of knowledge. It is often referred to as a repository of information. It is true that there is an abundance of reading materials in libraries all over the world, including books, journals, videos, photographs, manuscripts, audio-visual materials, and so on. These materials all include knowledge that has been compiled by individuals, great writers, and eminent personalities.The preservation of this knowledge is a top priority for all libraries and information centers because they are no longer the exclusive sources of information. Because of this, professional librarians are required to promote the resources that libraries have.They now have to contend with the internet, bookstores, online book sellers, as well as consumer desire for more effective services.

Professional academic librarians must comprehend the demands of their consumers, organize service delivery, advertise the services that are offered, and provide them successfully. Marketing is a key tool for achieving this. The goal of marketing is to keep customers informed about products and services that are relevant to their interests. The goal of marketing is to keep customers informed about products and services that are relevant to their interests. The basic goal of academic library marketing is to persuade customers that the tools or databases are valuable. They must be aware of the nature of the services and excited about how they would be beneficial (Noel & Waugh, 2002). As a result, librarians must now conduct themselves like businessmen by offering quality services and advertising their offerings to customers at the appropriate time and location. Although new technological problems and societal shifts threaten libraries’ viability as trustworthy information sources, it is now up to librarians to demonstrate their importance to the ongoing survival and well-being of their organizations by implementing all marketing strategies, including the marketing mix (product, price, place, and promotion).

1.2 A description of the issue

The introduction of new technology and its use in libraries have created new chances for the marketing of library materials, goods, and services, as well as a place where library professionals can seize opportunities before vendors and technology experts do. Most students and researchers in the university community are unaware of the different services offered in libraries, and users now prefer to search the internet rather than go to libraries for information.Libraries have not provided the relevant information to its patrons.offered are not user-focused. Because of this, the library’s services are either underutilized or used ineffectively.There will be far-reaching effects from this. Because of this, users are unable to find, access, and understand their own information needs. In our higher education institutions, this may also contribute to the poor caliber of teaching, learning, and research activities. They are therefore unable to keep up with the advancements of the global civilization.As a result, academic and public librarians must make plans for marketing and promoting resources, which calls for professionalism in observing current trends and recognizing the evolving needs of increasingly difficult users. There are currently gaps in understanding regarding the professionals’ role in university libraries’ marketing of library items. Thus, the researcher’s study to investigate the role of professionals in marketing library items in university libraries was founded on this concept.

1.3 Purpose of the investigation

This study’s primary objective is to investigate how experts promote library products in academic libraries. The study’s specific focus will be on:

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

to ascertain the methods currently being used by academic librarians in the Rivers State to advertise library services.

to look at the skills needed for professional librarians to sell the services of the Rivers state library.

1.4 Research Problem

What functions library services marketing plays in academic libraries in River state.

What strategies do academic librarians use in the River State to sell library services?

Are there any qualifications needed for professional librarians to sell the services of the Riverside Library?

What percentage of academic libraries in River State use professional marketers to sell their library products.

1.5 Research suppositions

To be examined in this study are the following hypotheses:

HO: Professional librarians play a negligible role in Rivers State’s academic library marketing.

HA: Professional librarians play a vital role in Rivers State’s academic libraries’ marketing campaigns.

1.6 Importance of the research

All academic institutions, administrators, library committees, librarians, users, and researchers will benefit greatly from the study’s conclusions. The findings will specifically be important to the administration of academic institutions in the area of policy formulation by offering a roadmap for the information resources and services that should be made available to users in order to meet their information demands. 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 results of this study will give other scholars looking into various marketing strategies in Nigerian libraries background knowledge.

1.7 Study’s purview

This study’s focus is on how professionals promote library products in university libraries. 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

Retrieved from Procedia – Social and Behavioral Sciences 133 (2014) 249–254 at www.sciencedirect.com, S. K. Patil and Pranita P. (2014), “Library Promotion Practices and Marketing of Library Services: A Role of Library Professionals.”

RITA O. (2011) Promoting Information Services and Libraries obtained from academic libraries