Product Marketing: A Strategic Step For Libraries In The Information Age.
This project is on product marketing – A strategic step for libraries in the information age. The study aims at presenting product marketing as a strategic step that all types of libraries must take in order to remain relevant in the information age and also highlights some of these strategies which are already in used in Imo State library board, Owerri.
In the course of the study, several relevant literature were reviewed the librarian and library offices of Imo state library board, Owerri made up the population of study and the survey research method as used.
The result of the study shows that product marketing strategies in use in Imo State library board are not enough for the library to remain relevant in the competitive digital era. This inadequacy has been found to be engendered by inadequate library stock etc.
Library fund incompetence of Liberians inadequate library stock etc.
Recommendations made in this study includes adequate library funding through alternative means adequate training and retaining of staff, staff motivation, etc in order to equip the staff with adequate skill and knowledge in library product / service marketing strategies and to enable the library to afford library product marketing tools staff motivation and a balanced library stock.
TABLE OF CONTENTS
Title page i
Certification page ii
Table of contents vi
1.0 Introduction 1
1.1 Background of the study 2-6
1.2 Background information in Imo State library board, Owerri 7-8
1.3 Statement of the problem 9
1.4 Objective of the study 10
1.5 Research questions 11
1.6 Scope / limitation of the study 11
1.7 Significance of the study 12-13
2.0 Introduction 15
2.1 Marketing in the 21 century; the librar understanding 16-17
2.2 Unique reasons that require marketing orientation in the library 18-24
2.3 General implication for libraries in marketing library service in the information age 25-27
2.4 Marketing strategies applicable in libraries in the competitive era 28-39
2.5 Limitation to marketing library service in the information age 40-43
3.0 Research methodology 47
3.1 Research design 47
3.2 Population 48
3.3 Sample / sampling technique 48
3.4 Instrument for data collection 48
3.5 Method of data collection 49
3.6 Method of data analysis 49
4.0 Data analysis 50-63
5.0 Summary of findings, Conclusion and
5.1 Summary of finding 64
5.2 Conclusion 65
5.3 Recommendation 66-67
Background of the study
According to Nwokoye, (1981:95) product is bundle of physical and psychological satisfaction that a buyer receives from a purchase”.
To Nwokoye, a product includes notably the tangible object but also such supportive elements as packaging, convenience of purchase, post-sale service and others that buyers value thus product can take a variety of forms including physical object, service, a place an organization an idea or a personality.
What is certain is that product does not necessarily mean a physical object manufactured by a firm, service like those of the libraries are also regarded as product.
Adelowun, Ogunseye, (1984) “The future: Preparing for maturity, national development and services”.Nigerian Libraries, 20.
Anyanwu E, Azandere, and Amadi, E. (2006), Introduction to Collection development in Libraries –Owerri:Spring field publishers Ltd.
Blaise, Cronins, (1991) Finding and taking fresh opportunities. In Library Orthodoxies: A decade of change United Kingdom, Tailor for Graham and Contributors.
Das, K. and Karn, K. (2008) “Marketing of Library and Information Services in the Global era: A current approach”. Webology, Vol. 5, No. 2 June, 0820 Retrieved March 7, 2010 from http://www.webology.ir/2008lv5n2.a56.html
Gupta D. and Jamberkere, A, (2007)” What is Marketing in Libraries” Information Outlook Vol. 6, No. 11, November, retrieved March 7, 2010 from http//www.sla.orgl.lwhatsmarket.c.f.m-html
Introduction to Marketing the Library Module place. Retrieved March 7, 2010 from http://www.olc.orglmarketing/lintro-htm
Johnson, Benaid (1991) Collier’s Encyclopedia Vol. 15 U.S.A: Macmillan Education Company.
Kassel, Amelia (1999) How to write a Marketing Plan Marketing Library Services MLS Vol. 13, No-5, June Retrieved March 7, 2010 from http// www.infotoday.com/nils/jun99/howto.html
Koelsch, Frank (1995) The information media revolution: how it is changing out world and your life Torromto: McGraw-Hill Reyerson. Retrieved December 17, 2009 from
Madu, Everest C. (2007) Computerized References Sources and the traditional printed reference sources. A comparism of the old and the new in library services. In Everest C. Madu (ed) Information Science and Technology for Library School in Africa.
Njoku, Pat O (2000) Understanding Marketing Owerri: Spring field Publishers.
Nnadimele, OGB (2005) Routine Duties in a Library Owerri: Bill Fred (Nig) Ltd.
Nnadimele, OGB (2008) Current awareness services. A pragmatic Approach Onitsha: Chambers Books Ltd.
Join Over 3,500 000+ Readers Online Now!
COPYRIGHT WARNING! Contents on this website may not be republished, reproduced, redistributed either in whole or in part without due permission or acknowledgement. All contents are protected by DMCA.
The content on this site is posted with good intentions. If you own this content & believe your copyright was violated or infringed, make sure you contact us at [[email protected]] to file a complaint and actions will be taken immediately.