Marketing of Library and Information Services in Selected Technical Universities in Ghana
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University of 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 eightyfour
(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.
Description
MPhil. Information Studies