MARKETING OF LIBRARY AND INFORMATION SERVICES IN SELECTED TECHNICAL UNIVERSITIES IN GHANA

Abstract

The study investigated into marketing of library and information services/resources in Sunyani, Kumasi and Tamale Technical universities in Ghana. Specifically, it dealt into areas of importance which covers the objectives of the study such as; need for marketing of library services, services/resources available in the selected libraries for marketing, techniques and tools being used by the selected libraries in marketing, competencies and skills required of information professionals in marketing of library services, measures for effective marketing of library services and challenges faced by the selected libraries in marketing their services. The 7p’s marketing mix theory was used. The study relied on both qualitative and quantitative methods of data collection. Twenty (20) professional library staff were interviewed with the use of a structured interview schedule, while two hundred and eighty four (284) students answered the questionnaire. Data collected from students was analyzed with the use of SPSS, while data from professional library staff was recorded, transcribed and interpreted. The findings revealed that respondents were fully aware of the benefits of the marketing concept and therefore the need for marketing of library services was greatly emphasized. The services/resources used by the selected libraries were found to be inadequate and the few ones available were not properly marketed due to inability of these libraries to properly use the right techniques and tools in marketing them. Inadequate facilities, lack of funds, lack of staff and knowledge of staff in marketing and lack of marketing policies were identified as major challenges faced by the selected libraries in marketing their services. Some recommendations were however suggested and include; advocate for more facilities and funds for marketing, increase collection of their libraries, increase number of staff and skills in marketing and develop best marketing policies, tools and techniques for effective marketing activities in their libraries.