Marketing intangibles: the case of library services in higher education institutions
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Date
2020-02-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Library Hi Tech News
Abstract
Information provision in the twentyfirst
century is no longer a monopoly of
libraries. Libraries across the globe,
including academic libraries, are
competing with other service industries
such as big publishing houses, online
book dealers, academic database
vendors, the internet and others
enhancing easy access to information.
Thus, libraries today have no choice
than to adopt a marketing approach in
their operations and services to remain
visible, valuable and relevant to their
communities and patrons (Kumbar,
2004). However, Alemna (2001) is
of the view that the application of
marketing concepts to the operations of
library and information services is a
common phenomenon globally. Many
libraries have begun to identify that
marketing services remain a critical
factor in their survival. Other factors
identified by Jestin and Parameswari
(2005) to the adoption of marketing by
libraries are the information explosion,
the technology revolution and the case
of escalating library costs. Baro and
Ebhomeya (2013) add that marketing
within a university library implies a
need for the library to align its products
and service offerings to identified
objectives and users and meeting their
needs.
Description
Research Article
Keywords
marketing, Ghana, academic libraries, social media, Policies, private Universites
Citation
Ofori, W.O., Markwei, E. and Quagraine, N.T. (2020), "Marketing intangibles: the case of library services in higher education institutions", Library Hi Tech News, Vol. 37 No. 3, pp. 15-20.