International Journal of Research and Innovation in Social Science (IJRISS) | Volume III, Issue IX, September 2019 | ISSN 2454–6186

Strategies for Marketing Library Services and Information Products in College of Education

Eda Rita¹, Ukubeyinje, Sandra Ejiro^2
1,2 Library Department, College of Education, P.M.B 1251 Warri, Delta State, Nigeria

Abstract:-The nonprofit organization like a library is basically engaged in the production of services rather than goods. Services are unique in nature primarily due to the attributes of being intangible, unbreakable, variable and perishable. Library and information context involves many problems. One of the most valuable things that a good library can give out is a long-term partnership with the people who use library services. Corporate employees nowadays begin to brand themselves as their own personal. Academic librarians can provide the most favorable stereotype by customizing library and data facilities with a long-lasting relationship’s own private touch flavor (brand).

Keywords: Library and Information Services (LIS) Marketing, Marketing Strategy, Branding

I. INTRODUCTION

Recently, library and information services marketing has become an essential component of most universities in advanced countries ‘ library and information service culture. The difficulties of budget reductions, enhanced user base, information explosion, increasing expenses, competition from database producers / vendors, and the complexity of customer data demands, requirements and needs compel libraries to implement marketing strategies to enhance library and data institutions management (Madhusudhan, 2008). Marketing library and data service is an established sub-set of leadership procedures that identifies client needs and needs within the organization’s assets and meets those requirements (Gupta, Koontz & Massisimo, 2013). Library marketing and data services have been based on marketing relationships (Besant & Sharp, 2000); inner marketing (Dworkin, 2003); picture building (Bass-Bridges & Morgan, 2000); and client loyalty (Gupta, 2003). Marketing is the management process for many others that effectively and profitably identifies, anticipates and supplies client requirements (Spalding & Wang, 2000).