Information Outlook, March 2000

Volume 4, Issue 3https://scholarworks.sjsu.edu/sla_io_2000/1002/thumbnail.jp

Information Outlook, August 1997

Volume 1, Issue 8https://scholarworks.sjsu.edu/sla_io_1997/1007/thumbnail.jp

Personalised service? Changing the role of the government librarian

Investigates the feasibility of personalised information service in a government department. A qualitative methodology explored stakeholder opinions on the remit, marketing, resourcing and measurement of the service. A questionnaire and interviews gathered experiences of personalised provision across the government sector. Potential users were similarly surveyed to discuss how the service could meet their needs. Data were analysed using coding techniques to identify emerging theory. Lessons learned from government librarians centred on clarifying requirements, balancing workloads and selective marketing. The user survey showed low usage and awareness of existing specialist services, but high levels of need and interest in services repackaged as a tailored offering. Fieldwork confirmed findings from the literature on the scope for adding value through information management advice, information skills training and substantive research assistance and the need to understand business processes and develop effective partnerships. Concluding recommendations focus on service definition, strategic marketing, resource utilisation and performance measurement

Marketing Knowledge of Librarians: A Case Study of Olabisi Onabanjo University, Nigeria

This study examined knowledge of academic librarians in relation to marketing of library services and information products with particular reference to Olabisi Onabanjo University (O.O.U) Library. The paper focused on the concept of marketing as applied to librarianship, marketing knowledge of librarians, marketing strategies employed by libraries and librarians and challenges to effective marketing of library services and information products. The study adopted a descriptive survey research design of ex-post facto type. The population of study comprised all academic librarians in the University. Data was collected with the use of an instrument tagged, ‘Marketing Knowledge of Librarians Questionnaire’ (MKLQ) which has a reliability coefficient of 0.69. Descriptive and inferential statistics were used to analyze the data gather for the study. The findings indicated that the academic librarians of the university had moderate knowledge of marketing concepts and principles and used various techniques and strategies to market their library services and information products. Lack of funds, unstable Internet connectivity, inadequate ICTs skills amongst others were identified as major challenges to effective marketing of library services and information products among the librarians. Many recommendations were proffered amongst which were the encouragement of librarians to attend conferences, seminars and workshops on library marketing initiatives, use of library mobile applications and hand-held devices and the need to integrate marketing concepts and principles into the Nigerian Library schools curricula. Keywords: Library marketing strategies, Promoting library services and information products, Nigerian academic librarian

Information Outlook, October 1999

Volume 3, Issue 10https://scholarworks.sjsu.edu/sla_io_1999/1009/thumbnail.jp

Marketing of Information Services in Medical Libraries of Public Universities in North West zone of Nigeria

The study examined the marketing of information services in Medical Libraries of Public Universities in the North-West zone of Nigeria. The objectives of the study are to identify the major services provided by the medical libraries and how to improve them. An explanatory sequential mixed method was used. The study involved medical libraries of four public Universities in the zone. A sample of 365 numbers of students and 4 numbers of heads f medical libraries were chosen for the study. Surveys, questionnaires, interviews and observation schedules were used as instruments for data collection. The findings reveal that current information services, exhibitions and displays of new resources were the most common service. Similarly, current information services along with exhibitions and displays of new resources are the services that most students appeared to be aware of and use. The study shows that current information services, exhibitions and displays of new resources and others are the most accessible services. Also, users were more satisfied with current information services. The challenges surrounding the marketing of information services include lack of awareness on some of the important services, the absence of a marketing policy and inadequate funding. It is therefore recommended that libraries should do all they could to ensure that those services are adequately marketed. There is a need for a marketing policy to guide the marketing of information services of medical libraries. Medical libraries should solicit adequate funding from their parent bodies and other donor agencies to meet their users\u27 needs

Information Outlook, October 2003

Volume 7, Issue 10https://scholarworks.sjsu.edu/sla_io_2003/1009/thumbnail.jp

Marketing of Library and Information Services in Nigerian University Libraries: An Entrepreneurial Perspective

This paper discussed the marketing of library and information services vis-à-vis entrepreneurial activities in the library with particular reference to the academic libraries. The information age, which revolutionized all human activities including the library and information services and also the ICT incursion made marketing of library and information services and the inclusion of entrepreneurial activities necessary if librarianship must thrive among its competitors in the business of human management and provision. Marketing concepts, with particular reference to the 7Ps in “marketing mix” are highlighted. The paper worked on secondary data using the Narrative Textual Case Study (NTCS) and some discussions with professional colleagues in the field of librarianship to draw some valid conclusions

Marketing and health libraries

AIM: To present an overview of the concepts of marketing and to examine ways in which they can be applied to health libraries. METHODS: A review was carried out of literature relating to health libraries using LISA, CINAHL, BNI and Google. RESULTS: Marketing is seen as a strategic management activity aimed at developing customer relationships. Concepts such as the 'four Ps' (product, price, place and promotion), marketing plans, the marketing mix, segmentation, promotion and evaluation are identified and discussed in relation to health libraries. CONCLUSION: In increasingly complex health service and information environments, the marketing and promotion of library services is becoming more important if those services are to justify the resources given to them. Marketing techniques are equally applicable to physical and digital library services

Marketing of Library Services for Enhanced Accessibility in National Open University of Nigeria: Challenges and Strategies for Intervention

This study is a descriptive survey on challenges and enhancement strategies for the marketing of library services for improved accessibility to students of National Open University of Nigeria (NOUN). Three specific objectives, three research question and one null hypothesis guided the study. Population for the study consists of 15 librarians from the six study centres libraries in the six geopolitical zones in Nigeria. The study used a questionnaire and interview to collect data from 15 librarians in the six study centre libraries in the six geopolitical zones in Nigeria. The data collected were analysed using mean and standard deviation and hypotheses were tested using ANOVA statistics at a 0.05 level of significance. The results showed that there is no significant difference in the mean responses of librarians on strategies and methods employed in the various study centre libraries of NOUN for improved accessibility of the library services to their students. The results identified some of the challenges in the marketing of library services for improved access for students in the libraries studied to include; inadequate funding, lack of marketing plan, unavailability of online public access catalogue and negative attitude of librarians and library staff towards marketing. The enhancement strategies for marketing of library services for improved accessibility to these students include carrying out marketing research to determine the needs of Users; allowing library management control over students library fees, organizing workshops and training for librarians and library staff on marketing principles and procedures