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

Abstract

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 librarians