Marketing Of Information Products And Services Of Public Libraries In Ghana
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Date
2022-07
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Publisher
University Of Ghana
Abstract
Libraries and information provision centres have changed over the years with heavy investments to keep them operational whilst updating their collections. Public libraries specifically have a huge client base ranging from toddlers to the elderly. However, they are faced with intensive competition to keep and grow their clienteles as user demands are increasingly making it attractive for businesses to venture into information service delivery.
This study looked into the marketing tools being deployed by public libraries in the marketing of their services and products. It also looked at the challenges librarians faced whilst deploying marketing in their service deliveries. The study surveyed a total of 66 regional and Branch librarians of Ghana Library Authority as well as 270 registered users of the libraries. Questionnaires were used as the main data collection instrument whilst questions were structured based on the objectives for the study.
The findings from the study showed that respondents had knowledge of the benefits of library marketing and had some form of training. It further revealed that some form of marketing is being deployed by the various libraries with social media being the major tool of deployment. Users also affirmed that they have witnessed the deployment of some marketing tools such as usage of Exhibitions and Fairs, Periodic Newsletters, etc. The study also revealed inadequate marketing skills, lack of funding amongst others as the major challenge hindering the full utilisation of the marketing tools. Based on the findings from the study, it was recommended that the library should increase its presence on the most Social Media Network sites whilst also undertaking training for its staff. It was further recommended by all participants for the library to adopt the use of electronic advertisement as well as deployment of Bulk SMS to market the services of the library.
Description
MPhil. Information Studies
Keywords
Public Libraries, Ghana, Information Products