Product Marketing: A Strategic Step For Libraries In The Information Age : Current School News

Product Marketing: A Strategic Step For Libraries In The Information Age

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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.


Title page                                                                                 i

Certification page                                                                  ii

Dedication                                                                              iii

Acknowledgment                                                                   iv

Abstract                                                                                    v

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

References                                                                                                    14


Literature Review

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

References                                                                                                                                                44-46


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

Recommendation                                                                   64

5.1    Summary of finding                                                     64

5.2    Conclusion                                                                    65

5.3    Recommendation                                                       66-67

Bibliography                                                                         68-72


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 

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 

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