CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Introduction
This chapter deals with the review of related literature, whereby the researcher consulted
Books, Journals, Reports, Dissertations and Academic Electronic Databases that are relevant and
useful to this study which created the gab to this study.

This chapter is structured and organized under the following headings:

2.2 An overview of the concept of marketing

2.3 Techniques of Marketing Library Resources and Services

2.4 Need for Marketing Library Services

2.5 Marketing of Library Resources and Services in Nigerian University Libraries

2.6 Library Services for Marketing

2.7 Importance of marketing library and information products and services

2.8 Competences required for Librarians in Marketing of Library resources and Services

2.9 Barriers to Effective Marketing in Nigerian University Libraries

2.10 Theoretical Framework

2.2 An Overview of the Concept of Marketing

Several authors have defined marketing in various ways. Kotler (2007) defines marketing
as the anticipation and stimulation, facilitation, regulation and satisfaction of consumer and
public demand for products, services, organizations, people, places, ideas, through the exchange
process. Within the content of the library environment anticipation of demand requires libraries
to carry out user’s survey to identify their information needs. While stimulation of demand,
means to arouse users to utilize library’s resources and services. Facilitation entails that the
library makes use of library easy to users through availability and accessibility of information
materials. Namara (2010) views marketing as the wide range of activities involved in making

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sure that you continue to meet the needs of your customers and getting value in return. In this
regard, marketing of libraries services should be a continuous process. Libraries should
endeavour to provide and satisfy the information needs of users consistently. Ajala (2001) quoted
the institute of marketing UK and defined marketing as the process which identifies, anticipates
and supplies customer requirement efficiently and profitably. The basic characteristic of this
definitions are: Marketing is operational -Marketing is customer – oriented and Marketing
activity is mutually beneficial to seller and buyer.

To Lautenslager (2003) marketing means developing a philosophy that puts the customer
at the centre of everything one does. It is not hard selling. It is a sound, effective technology for
creating exchanges and influencing behaviour, that when properly applied, must be socially
beneficent because its major premise is responding to customers’ needs and wants. Kotler (1994)
adopted the following definitions of marketing as the analysis, planning, implementation and
control of carefully formulated programs designed to bring about voluntary exchanges or values
with target market for the purpose of achieving organisational objectives. It relies heavily on
designing the organizations offering in terms of target market needs and desires. This is done by
using effective pricing, communication and distribution to inform, motivate and serve the
markets. From the above definition marketing seeks to bring about voluntary exchange and its
selects target markets and does not seek to be all people. It is directly correlated to the
achievement of organizational objectives. It also emphasized on the target market’s needs and
desires rather than on the producer’s preferences. Ajala (2001) cited Pride and Ferrel and stated
that marketing consists of individuals’ organizational activities that facilitates and expedite
satisfying exchange relationships, in a dynamic environment through the creation, distribution,
promotion and pricing of goods, services and ideas. There is still considerable misunderstanding
in most of the information sector as to what constitutes effective marketing. To some, it is still
primarily equated with selling and the pursuit of sales rather than customer satisfaction.

Marketing is all about providing the right information to the right user at the right “time.
This involves reducing barriers to access and in making use of their own, particularly, with the
use of modern technology. Namara (2010) identified two types of marketing activities, inbound
marketing and outbound marketing. Inbound marketing includes market research, analysing the
competition, positioning new product or service and pricing your products and services. While,

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outbound marketing is promoting a product through continuous advertising, promotions and
public relations. The marketing activities within the library are not complete until users exchange
their support for the services offered by the library institution, person, place or idea. Stripp
(2008) identified three major types of marketing which include the following:

a. Online marketing: - It is any marketing that takes place online. It is also referred to as
internet marketing. It includes search engines marketing and email marketing.

b. Offline marketing: - It involves any form of marketing that is not done offline.
Examples are advertising on newspapers, television and radio etc.

c. Word of mouth marketing: - This is the most powerful form of marketing. It relies on
an organization`s customer when satisfied with services offered to her to refer new
customers to that organization. From the foregoing definitions, marketing is defined as a
managerial process in which users’ information needs are continuously provided and
satisfied through the provision of effective and efficient services.

2.3 Techniques of Marketing Library’s Resources and Services.

According to Odine (2011) the success of any library is getting users to use the library.
This is achieved by creating awareness and educating users on benefit of using the library’s
resources and services. In order to achieve this, various strategies have to be adopted by
librarians and information professionals. Gupta and Jambhekar (2002) argued that marketing
library services is not just a question of money, but of attitudes of the staff and the entire
organizations. Goods are used, but service is experienced. Nkanga (1999) opined that marketing
should be treated as a very important aspect of any organization. This he said can be done by
separating marketing from the day-day operations of libraries. Sharma and Bhardwaj (2009)
suggested five ways of marketing library resources & services this includes:

a. Creating a web page: - libraries should create web page for users. A web page is a very
effective way of promoting library information services and resources.

b. E-mails: - Emails can be sent to users containing new library resources and tips on how to
find information.

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 Librarians should endeavour to attend academic lectures where prominent number of
users can be found. Librarians can then meet users to discuss and gather information about their
needs as well as to promote the services offered by the libraries. Librarians should provide links
to help services from all appropriate library web pages, where assistance may be needed. Leaflets
and posters is an effective method in marketing library services. Akpom (2010) stated that the
use of leaflets and posters should be used to market library services. They should be used to
publicise the various products and services available in the library. She went further to state that
refresher courses should also be conducted to enlighten students and staff on new developments
in the library. Nwolo and Oyedum (2007) emphasizes that new services should be introduced by
librarians.

Apart from new services, there should also be a need to improve on the already existing
services in the library. Another medium to market library services is display of new arrivals,
book reviews and organizing exhibitions. To Kotler (1997) libraries should endeavor to display
new arrivals, book reviews, and organizing exhibitions, book fair, library visits, and get-together
and sponsors programs in order to market library services effectively. Likewise, market
segmentation can be used in marketing library services. Information resources should be
provided to users based on their level. For example, undergraduate, post graduate researchers and
lecturers should have their information resources available to them. Bahraoni (2010) noted that
another strategy to market library services is market segmentation. This means grouping users
for best product delivery. Resources can then be allocated to specific groups for instance,
undergraduate, post graduate, lecturers and researchers. From the above, the purpose of
marketing segmentation is to target the patrons rather than the product or the service. Another
aim of market segmentation is to provide services that satisfy individuals rather than a
generalized service.

Another technique in marketing library services is for libraries to provide very conducive
environment to users. Nwalo and Oyedum (2007) argued that reading environment of libraries
should be improved. For example, there should be adequate reading space, chairs, tables, toilet
and good ventilation. In order to market library services effectively, a good and conducive
atmosphere is required. To effectively market a library’s services, librarians should endeavour to
provide quiet environment for reading and study.

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 Personal skills are marketing techniques that libraries can use to market their services.
Librarians’ manner whether in person or on telephone will affect users rating of the library. They
need to smile, establish personal relationship with as many users as possible. They should
endeavour to react positively to complaints and welcome suggestions. To ensure effective
marketing of library services those who make library and hold the purse strings must be aware of
the activities that are going on in the library. Another technique to employ in marketing of
library services is branding. Inazu (2009) suggested that libraries should produce and circulate
newsletters, which should contain information on new services and list of tittles. Also in her
opinion she regarded radio, television and readership promotion campaign as a very effective
strategy in marketing library services. Libraries should have a slot or quiz in television and radio
so as to announce library issues especially on their products and services. Television and radio is
a very effective method to reach several users.

2.4 The Need for Marketing Library Services

Marketing approach is mainly useful to academic libraries to improve their image and to
attract more and more users. It helps the library staff to upgrade their innovative knowledge both
within their organizations and as a profession within the society. It is the need of the hour to
adopt this concept. But, there is residual feeling that marketing is somehow inappropriate for
public service institution such as library. In Nigeria, the university libraries are being funded by
the TETFund, Federal and State governments. This may be the main reason that the information
providers in the university libraries are not seriously thinking in terms of marketing their
products and services. Acquisition of knowledge in learning resources, processing, storage,
retrieval and utilization are activities which like any other human endeavor engender cost.

The problems of information acquisition are certainly not without their economic
ramifications. It has been established that information is an economic resource. It has been
recognized as a powerful saleable commodity. The present day society is rapidly changing.
Information plays an effective role in the transformation of the society. This is an information
era. It is almost identified as the fifth need of man ranking after air, water, food and shelter.

Most of the librarians’ view that marketing of products and services is not possible in the
profession of librarianship. But, Authors such as Philip Kotler (Marketing Guru) is of the view
that marketing is not limited to large corporations seeking profits only. It is equally applicable to

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non-profit organizations as well as colleges, universities, charitable institutions, libraries,
information centers and services organizations also.

Marketing is frequently viewed as a set of strategies and techniques that belong to

administrators outside of librarianship. However, as librarians we are all involved in the process
of marketing. The definition of marketing by the UK Chartered Institute of Marketing states:

“Marketing is the management process which identifies,

anticipates and supplies customer requirements efficiently...”.

Thus the essence of marketing involves finding out what the users want, then setting out
to meet those needs. As librarians we all participate in this process of assessing our users’ needs
and trying to fulfill them. Thus, we are already marketing our library information skills.
However, in order to do this effectively librarians need to embrace the total marketing function
involving market research and analysis, service planning and promotion.

The competition for limited funding means that libraries must review their information
providing activities in order to look for areas of “selling” its products and services to generates
revenue. Under the umbrella term marketing Library Services and products, we study concepts
like building customer relationships, branding and corporate identity, marketing
communications, price and pricing policy, collecting marketing data and marketing strategy and
planning. At the center of other strategic plan is the issue of the service offered to the users or
customers. This is where the concept of marketing features in the library management strategy-
since no service is effective if the potential customer does not use it, it is essential to make use of
the marketing concept to encourage users.

Rowley (2003) in her article “Information Marketing: Seven questions” seeks to

encourage information professional to take a critical perspective on the nature and practice of
marketing as it releases to information- based products and services. She asked the following
questions: What is marketing? What is Information Marketing? Are you marketing or selling?
When does marketing end and service delivery begin)? Is it possible to brand an Information
Service? Is it possible to “make friends and influence people” through a screen)? Does marketing
have an impact?
According to her, from an academic perspective the exploration of these questions
support the development of an understanding of the nature of information marketing. Entusa-

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Mensah in his paper “marketing as a significant factor in information” discusses the relevance of
marketing in a non-delivery profit making establishment like the service library and points out
the need for information workers to adopt some marketing strategies to get information to their
clientele.
These strategies include the concept of marketing, market segmentation, market analysis,
marketing mix, market position and market audit. Alemna (1998) the need for marketing and
total quality management strategies in libraries in Ghana on the other hand is of the view that the
conditions which challenged libraries in development countries to adopt marketing and total
quality management strategies are very much prevalent in Ghana at present. It is not; however,
clear if library managers are effecting the necessary changes to satisfy their clients. There is
therefore the need for libraries in Ghana to adopt these initiatives in order to ensure their
continued use and importance. Failing this, the writer concludes that the continued survival and
sustenance of libraries in Ghana is in jeopardy. Martey (2003) in his paper Marketing products
and services of Academic Libraries in Ghana discusses the important variables involved in
marketing the products and services of academic libraries. The importance of the quality of
services and a focus on the customer is emphasized.

2.5 Marketing of Library Resources and Services in Nigerian University Libraries

Uwaifo (2010) stated that academic libraries are the ones established and maintained by
higher institutions of learning such as universities, polytechnics, colleges of education, and
schools of nursing, petroleum training institutes and schools of health technology. He also noted
that the essence of establishing an academic library is to enable it support the curriculum of the
tertiary institutions which established it. They are essential part of the learning community. He
went further to state that the academic library is the information nerve centre of its parent body.
Aina (2004) stated that the main purpose of academic library is to support the objectives of an
academic environment in the areas of learning, teaching and research service. Jubb and Green
(2007) observed that academic libraries have for centuries played critically important roles in
supporting research in all subjects and disciplines within their host universities and colleges.

Ravichandran and Babu (2008) defines marketing in library and information services as
the process of planning, pricing, promotion and distributing library products to create exchanges
that satisfy the library and the customer. It is important to identify the needs of users and strive to

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meet their needs effectively and efficiently. Marketing is an on-going process in the sense that it
does not stop simply at providing or promoting services. It involves continuous assessments and
re-assessments of users needs. Irving (1992) looked to the market place for new insights into
marketing library services. He discovered that what succeeds in the market place fulfils criteria
relating to convenience, ease of use, perception of balance between cost and value, choice,
something new, or novel ways of doing existing tasks. If these criteria are applied in the libraries,
libraries will continuously provide the best services to users always at the right time and place.

Marketing of information and library services in Nigerian University Libraries has been
at very low ebb. Apart from the fact that university library managements may not have given it a
priority, poor funding from government has contributed to what marketing is today in Nigerian
university libraries. Ijijeh (2011) has observed that government owned university libraries are
suffering from low budgetary allocation. According to him, an analysis of the federal
government allocation to the education sector in the last nine years is discouraging.

Between 2000 and 2008, the Nigerian federal government allocated an average of only
9% of its budget to education (Mordi, 2008). In 2008, of the N737b (55.2b), the federal
government allocated to the education sector between 1999 and 2007 the federal ministry of
education spent about N472 billion or (53.5b) on salaries and wages, leaving a meager sum of
N265b or $1.7b for infrastructural development in federal universities over a period of eight
years (Mordi, 2008)

Only in 2013, lecturers in Nigerian Universities under the aegis of the Academic Staff
Union of Universities (ASUU) undertook a long strike (over six months) over issues of funding,
facilities and infrastructural deficiency. Academic Librarians are members of ASUU. As a result
of poor funding most Nigerian University libraries have found it difficult to maintain regular
subscription to various databases. Print resources are sometimes too old to be useful in the
current dispensation while available electronic resources are few to take care of increasing
number of users. In addition, regular power supply needed to power electronic systems is a
problem. It is obvious that with this scenario, not much marketing has taken place.

Several studies, Umeji, et al (2013), Ademodi and Adepoju(2009) and Adomi and
Anie(2006) have indicated for marketing to be taken to another level, Nigerian university
libraries would need to:

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 i. Provide alternative source of power supply: In Nigeria, the attainment of constant
power supply has remained a mirage. Nigerian university libraries would need to
source for alternative source of power supply. Constant power is needed to power
electronic systems as well as provides artificial lighting. The use of inverters and
generators can be provided to supplement electricity from the national grid.

ii. Include marketing in their yearly plan: Managements of libraries would need to
include marketing in their yearly plan of action. Efforts should be made to allocate
funds to marketing no matter how small on an annual basis

iii. Look for alternative sources of funds: University Libraries in Nigeria relies solely
on government funding for their existence. Unfortunately, funds from Government
has never been sufficient to sustain libraries, hence there is need to find other sources
of income. Managements of libraries with the permission of their Parent institutions
can rename their libraries after wealthy Nigerians and corporate organizations within
their communities.

iv. Train their personnel on ICT skills: Information and Communication Technology
(ICT) has become a major tool that drives most activities in today’s world. Most
Librarians in Nigerian University libraries have low computer skills. Therefore, it has
become imperative that University library managements must consider the training of
their personnel a must, on ICT literacy.

2.6 Library Services for Marketing

Services in library are defined as set of activities that a library performs in order to satisfy
users information needs. In order to market library services, the library must provide library and
information services that will enable libraries to satisfy the information needs of users. Tella, et
el (2009) quoted Kothari and stated that libraries should provide facilities and services necessary
for the success of all formal programs of instruction, open the door of the world of knowledge
that lies beyond the boundaries of one field of study and bring information materials, students
and scholars together under conditions which encourage reading for pleasure, self-discovering,
personal growth, and sharpening of intellectual curiosity. Aina (2004) and Popoola (2008)
identified the following services that are peculiar to most libraries.

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i. Lending services: This is the very essential service provided by academic libraries.
This is a service in which a user has the privilege to borrow library materials for a
short time. Such materials could be books, journals, CD-ROM, audiovisual materials,
slides, video tapes and projectors. In order to promote equal and fair access to
information materials lending services are very important.

ii. Inter-library loan and document delivery service: This is a service where a library
on behalf of its client borrows a particular material which is not available in its library
from another library. The lending library provides substitutes of the original
materials.

iii. Reservation service: This is a system where a library reserves some materials that
are heavily consulted, few and rare. This is important so that users can consult such
information resources.

iv. Provision of seating and study facilities: Libraries are normally expected to provide
adequate seating and study facilities to their users so that they can consult and read
information materials that are relevant to them. Also study carrels should be provided
for researchers.

v. Reference service: The provision of reference service is a very important function of

any library. Users have various information needs that they want a librarian to help
them solve. The reference service provides opportunity for users to request for
reference queries.

vi. Exhibitions and displays: This service is used to advertise the various products and
services available in the library. This is done by displaying such materials on display
stands and display boards. For example, library materials on a particular topic that
might be of interest to the public could be exhibited.

vii. Library publications: libraries are expected to issue out publications that should be
used to guide users in the use of library’s products, services and facilities. These
publications should provide current and accurate information about the library.

viii. User education: Library is expected to provide user education to users. This is to
enable them equip users with enough knowledge on the use of library. When users are

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 enlightened on the use of library they will be able to use the library effectively and
efficiently. Through user education the user is able to get any information he/she
desires as well as developing the skills to use the resources of the library
independently. This could be done by one-to one session, library orientation tours and
through classroom instructions.

ix. Selective dissemination of information: This is customized services that provide

users with information that will promote the research, teaching and learning activities
of users.

x. Referral service: This is a situation in which a reader might be directed to another

library or alternative source of information. Examples of such places that users could
be referred to are professional organizations, research institutes and individual
specialist.

xi. Translation service: There are some publications written in foreign languages other
than English. Library users might desire such publications. It is important for libraries
to provide access to such publications to users who need them. This service is very
important in libraries that users are science inclined.

xii. Abstracting and indexing services: It is the function of library to publish serial
publications that analyze on a continuous basis the contents of a whole range of
periodicals and other tittles relating to common disciplines. Such publications could
be in printed or electronic format.

xiii. Consultancy services: This is another important service that librarians employ to
provide high level of professional advice to users. Examples of such services could be
in the domain of information technology and e-learning. The role of consultancy are
to consult and advise users on various issues relating to their information needs, it is
also to ensure robust delivery of existing services, to enable innovation in service
delivery, and to develop a clear understanding of the needs of users.

Current awareness service is another very important service that libraries provide to their
users. A current awareness service is a method by which academic libraries furnish their users
with relevant information on newly published materials that can be made available. Academic

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libraries encourage their users to develop healthy habits of keeping track of recently published
literature, through current awareness services. (Agu, 2006).

Damas (2011) however noted that for several generations academic libraries were primarily
pre-occupied will the role of their buildings as portals to information, print and later digital. He
noted that libraries are redesigning their services as an institution of learning, culture and
intellectual community. Abubakar (2011) opined that with the advent of information and
communication technology, the role and position of libraries has changed that there is a shift
from traditional information environment to an e-environment. He however noted that the
traditional library is still very relevant.

Adeogun (2004) noted that libraries have to rethink its services and they should provide more
flexible and user- centered services. These services should provide easy, convenient, rapid and
increased access to valuable information resources that are boundless, virtual, multi- media as
well as timeless to meet the information needs of users. Academic Libraries should provide
hybrid services to their users. He recommended that hybrid services should be introduced as
alternative variations of the traditional library services. The hybrid service provides the
following e-library services: online/offline access to digital information resources, database
searching, electronic reference, public relations service, library promotion and marketing, online
circulation activities such as electronic reserve, e-publishing, information literacy programme,
user services and queries and online access to library catalogue, databases and the internet.

2.7 Importance of Marketing Library and Information Products and Services

Information is an indispensable factor for promoting the development of society. Kemp
(1976) observes, that information has been called, the fifth need of man, ranking after air, water,
food, and shelter. Luck, et al., adds that information is the life blood of planning, directing, and
controlling any enterprise (Luck et al, 1981). It makes the satisfaction of the demands of the
population possible in an efficient way.
The present age is rightly characterized as the age of information, where it success in any
activity is based on the amount and accuracy of information available. The fact that information
is a key resource for the progress and development of a nation (Raina, 1998) is nothing but the
socio-economic, cultural, and political development of its citizenry. Information is a commodity
or economic good of worldwide significance, which contributes to the national economy.

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Information has become a commodity that people buy. The criteria that determine power have
shifted from industry ownership to the information ownership, as the global economy has shifted
from industry-based to information-based. The quality and quantity of the information resources
of the country are two of the parameters for development.
Nigerian university libraries have very good reasons to effectively market their services:

i. University libraries rely on Government and government agencies for funding. There are
several other faculties and service departments which the library has to compete with for
the little available funds. Thus marketing information services will place libraries in a
better position to attract the needed funds from the parent institution

ii. In this digital age, libraries have ceased to have monopoly of information and its
resources. There are several information brokers, providers, consultants, and fee - based
websites that can provide various types of information to various users. Therefore,
marketing is required to showcase the potentials of the library and attract users to use
their resources.

iii. Marketing will improve the image of the library and Librarians and change perception of
users towards the library.

iv. Marketing will help the library to maintain its relevance especially in this digital age and
keep them focused to serving their users.

v. Libraries and Librarians are valuable sources of information resources which are not
recognized. Marketing will help solve this problem.

vi. There is a general and erroneous belief that Librarians do nothing and may not serve any
useful purpose when employed in organizations. Therefore, Librarians need to market
themselves and their potentials to be able to convince employers of labour that they are
worth their salt.

Successful marketing includes the art of deciding that strategy/ technique used in different
situation. As non-profit-making organizations, library and information centers cannot avoid
marketing practices. Although libraries/information centers as non-profit organizations have
three constituencies, e.g., clients to whom they provide services, the parent institution from

13
whom they receive funds and donor agencies; but they should market their services for the
following reasons:

i. Marketing enables librarian or information manager to understand the real needs of users
for taking good management decisions, which will in turn help in providing maximum
information services to users more efficiently and effectively.
ii. Librarian or information manager is not only interested for the people who do use the
services regularly. He is also interested in non-user groups. Marketing play a vital role to
identify the information needs of non-users and helps to provide them with necessary
information.
iii. Librarians and information managers need to present their services as an indispensable
part of the organization and try to justify the claim that their clients/users cannot do their
job efficiently or effectively without a library service. In this way, marketing techniques
will help libraries and information services receive more funding from their patrons.

Narayana (1991) points out that the, "survival of a library depends among other things on
its image in the minds of the users and the fund allocators. This image should be the outcome of
the quality and effectiveness of the services, the ability to anticipate the desires and requirements
of actual and potential users and their fulfillment.
Information marketing by university libraries in Nigeria is essential in order to:
i. Promotion of the use of information resources;
ii. Create perception of need and thereby create demand;
iii. Ensure the optimum use of information.
iv. Improve the image and status of the libraries and library professionals.
v. Tackle the problems of rising costs of reading materials, journals, and databases;
vi. Cope with the information explosion;
vii. Introduce cutting-edge information technology systems in library services;
viii. Balance shrinking funds; Save libraries from devaluation and from declining reader-
support; Uphold the dictum that information is power.

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2.8 Competences required for Librarians in Marketing of Library Resources and
Services
Chandra (2011) observed that in every work of life competency is the key to face the
developmental challenges in the corporate world. The success or failure of an individual or
institution largely depends on the level and the type of competency that exist with particular
institution or individual. According to European Parliament Council, (2008) competency is very
defined as the set of knowledge and skills that enable an employee to orient easily in a working
field and to solve problems that are linked with their professional roles. While Chandra (2011)
views competency as the characteristics of individuals, which affect his performance and
behaviour at work.

Marshal et al (2003) argued that there are two types of competencies: professional
competencies and personal competencies.

Professional competencies relate to the librarians’ knowledge in the areas of resources,

information access, technology, management and research. It also involves the ability to use
these areas of knowledge as a basis for providing library and information services.

While, personal competencies represent a set of skills, attitudes and values that enables
librarians to work efficiently, be good communicators, focus on continuing learning throughout
their careers, demonstrate the value-added nature of their contributions and survive in the new
world of work.

Marketing has been identified as one of the areas of competency that is important for
library and information professionals. Chandra, (2011) identified the major impact of staff
competency to marketing in the ways:

a. Transparency and dynamism in library administration.

b. Closer and positive relations.

c. Innovation in library and information services.

d. Effective team work

e. Enhanced self confidence among library’s professionals.

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 f. Flexibility and adaptability in attitude.

g. Increased strong interpersonal relations  Organizational development.

h. Quality based library and information services.

The importance of marketing knowledge to Librarians cannot be over stressed Snoj and
Petermanec (2001) stated that an effective marketing knowledge can help libraries create
competitive advantage over their competitors through development of new services or changes of
the existing ones to satisfy their users better. They also noted that competency can bring about
improvement on the organizational status and image to different stake holders and thereby
improve the performance of the libraries in general. Pearson (2009) reported that competency
distinguishes a librarian from a Para- professional. The librarian is supposed to be competent in
library management, advocacy and marketing that take place in the library. Librarians are
supposed to carry more responsibilities and lead the organization towards fulfilling its goals.
Librarians and information professionals need to be very competent in marketing of library
services. This is however, sometimes not the case. Mailese (1995) quoted Amaral (1992) and
stated that many librarians lack professional understanding of the marketing concept and its
availability to their field. Those who claimed to be conversant with the concept, understood it to
mean only promotion or selling. Amaral (1992) explained that some librarians indicated that they
knew enough about marketing, but in explaining how they are applied, fail to mention users or
their information needs. This and similar examples suggest that perhaps marketing is not
emphasized enough in the training of professional librarians.

Kumber (2004) noted that some librarians were not competent in marketing of library
services because of lack of training and education. Often, librarians do not promote library
services well due to lack of training and knowledge of marketing tools and techniques. Although,
marketing is more widely discussed and accepted professionally than in the past, this acceptance
has not necessarily resulted in more marketing classes in library’s school’s curriculum. Kumber
(2004) explained that librarians are often reluctant to borrow from the private sector. They have a
fear of commercial publicity. They see marketing as manipulative, a waste of time, resources and
unprofessional. One of the key areas Librarians are required to be competent is good
communication skills Schmidt (2011) noted that to ensure that all staff are competent in

16
marketing of library services, administrators must ensure that all library staff are able to
communicate effectively with their clients. There must be appropriate induction programs which
should indicate customer service techniques and ongoing trainings can be used to continue to
update staff. Barnes (2009) stated that information is a commodity. Librarians have to set
themselves apart by showing that they add value to information and transform it into knowledge.
Librarians must market themselves rather than a physical or virtual library. For without a
librarian, a library is just a collection of information resources without content. He recommended
that librarians must think like entrepreneurs. This can be achieved by building strong relationship
and the use of technology to develop and market their services. The New Jersey library
association (2011) explained that librarians should have good public relation skills. They should
articulate ideas clearly and effectively and be able to conduct market research in order to identify
user’s information needs. They also stated the relevance of networking among librarians in
improving librarians’ competencies. Librarians should join professional associations and actively
participate. They should attend conferences, workshops and read professional literature e.g
journals and books.

Ayanda and Taiwo (2008) articulated that the aim of management in any organization is
to solve problems and thereby ensuring that the mission and objectives of the organizations are
accomplished. They advised library management to employ sound management practices if they
are to survive and work towards achieving their goals. Rowley (1997) suggested that librarians
need to be competent in the areas of resource knowledge, subject knowledge and process
knowledge. Equipped with this knowledge, librarians should apply the marketing concept to
service. Competence may be displayed through providing search facilities and recommendations
about new services and offers, which enables a promise to be made. The library should then fulfil
the promise by executing the requests of the customer with promptness and correctness. While,
Kavulya (2004) emphasizes that teaching marketing in library and information schools is crucial
at this point to cope with the global developments, the better understanding of the marketing
concepts will lead to better performance and proper provision of library and information
services.

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 In summary, marketing of library services is all about enhancing effective and efficient
services to users. Marketing requires certain competences and attribute which librarians should
endeavour to have.

2.9 Barriers to Effective Marketing of Libraries Services

There are several problems encountered by librarians in marketing of library resources &
services. These problems have affected in so many ways effective marketing of library services.
According to Ajileye (2004) the biggest challenge faced by librarians is how to create a positive
image to users. Most users hold negative attitudes towards librarians. Users see librarians as
trained or skilled people but not necessary as professionals. Users also have no idea about the
qualifications or training requirement of librarians. Simkin (1991) noted that the intangibility of
services creates more difficult marketing challenges for service sellers than for product sellers. In
many service industries, particularly professional services, Staff see themselves as producers or
creators and not as marketers of the service. They are proud of their professional abilities and
they do not think of themselves as business people. Kendadameta (2011) opines that there is still
much resistance in the library and information field to the use of marketing approach to
management. In his view marketing as a concept and as a practice, still seems alien to many
library and information personnel. Some librarians still hold this view and see no room for such
practice in a non-profit profession like librarianship.

Porter (2007) stated that in most academic libraries librarians are simply seen as
information retrieval officials or people who have low social status. Some users even consider
that they are more competent and more knowledgeable than library staff and regard it
unnecessary to approach a librarian for help. The librarians need to demonstrate that they have
got both qualifications and a variety of skills to perform their duties as information providers.
Patton (2002) views communication as another problem affecting effective marketing of library
services. Most times there is lack of communication between librarians and users. This may
hinder users from seeking assistance offered by the library. Some users have to rely on friends
rather than librarians for information or instructions. Donald, (2010) argues that the library has a
somewhat low quality image for many adults. Not enough people see the library as the place to
find the latest information. Librarians are perceived as giving information away for free and most
cases anything free is thought to have little or no value.

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 Adedoyin (2005) noted that top management does not yet understand what marketing is
and its importance to a company’s success. They equate marketing with selling and they fail to
consider other parts of the marketing system. Agha and Akhar (1992) pointed out that
developing countries acknowledge the usefulness of information in decision-making and in the
process of economic development in general. However, no attempt is made to disseminate the
acquired information to those who need it. However, when libraries are developed it makes
people to become good information users and in return it will improve the quality of teaching
and research activities of such institutions. Another problem militating against marketing of
library services by Librarians is lack of professional confidence. Marketers believe that if you are
good to customer, the customer will reward you with their business and tell their friends about
your services and product. This assumption sometimes is not always applicable.

Another problem hindering effective marketing of library services is lack and poor access
to information technology. Akintunde (2006) observed that many libraries in Nigeria still operate
in the traditional service pattern where librarians are in charge of main service points of
circulation, reference, serial, acquisition and cataloguing, etc. without any emphasis on
information technology. Marketing is not a new concept in librarianship. However, several
librarians lack proper understanding of the marketing concept and its applicability to their field.

2.9.1 Attitude of library staff:

Marketing also deals with improving customer’s experience to the library. On a regular
basis the library staff interacts with the users. The truth is that most library staff for one reason or
the other does not show a positive attitude to the users thereby making the user to feel unlikely to
return to the library.

2.9.2 Lack of funds:

Lack of funds constitutes a major hindrance to marketing of information and library

services in Nigerian university libraries. Under normal budgetary allocation some library
management do not make provision for marketing in their budgetary plans. As a result, they find
it very difficult if not impossible to source for funds to undertake this very essential aspect of
library routine.

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2.9.3 Low level of knowledge:

Lack of marketing knowledge by library personnel has been identified as a barrier to

effective marketing of information and library services in Nigeria university libraries. Alemna
(2001) has observed that one of the problems hindering marketing of information and library
services is the relatively low level of knowledge of library staff.

2.9.4 Diverse nature of services and clientele:

University libraries have a wide range of services and clientele. Marketing of these
varieties of services and attending to various clienteles has not been easy.

2.9.5 Non-realization of information value:

Information resources and services constitute an intangible value to research and

development. However, this value has been overlooked thus marketing a resource which value
cannot be evaluated has been difficult.

2.10 Theoretical Framework

The study reviewed two Marketing theories for library services and product that include;
The Relationship Marketing Theory and the Total Quality Management Theory.

This study adopts the Total Quality Management Theory (TQMT) for Marketing for of
library services. The TQM Theory is beneficial in several ways. It will help the researcher bring
out the potentials on how libraries break down interdepartmental barriers, redefining the
beneficiaries of library services to internal (staff) and external (patrons) customers, participative
management, staff training and development and providing responsive service to customers.

2.10.1 The Relationship Marketing Theory:

This theory was developed by Evert Gummen. It is a form of marketing that evolved
from direct response marketing in the 1960`s and emerged in the 1980`s. Relationship marketing
is a form of marketing in which emphasis is placed on building longer relationships with
customers rather than on individual transactions. It involves understanding the customer’s needs
as they go through their life cycles. It emphasizes providing a range of products or services to
existing customers as they need them. (Hurt, 1999).

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 Olotu (2010) observed that the conception and growth of relationship marketing over
time go back to the pre-industrial era or medieval period when direct marketing was the order of
the day, the industrial era which refers to the period of industrial revolution that gave rise to mass
production and mass consumption of goods and services and post–industrial era which witnessed
a change in marketing practices from transaction orientation to relationship marketing.

Besant and Sharp (2002) recommended that for any organization to maintain cordial
relationship with customers they should consider the six relationship and partnership models:
They are customers’ markets, internal markets supplier and alliance markets, referral markets,
recruitment markets and influence markets. Beasant and Sharp (2002) explained that within this
model, the customer market appears in the middle, reflecting the fact that the customer is the
biggest and most important market which an organization should concentrate on developing
relationship.

Libraries should apply the relationship marketing in their daily activities. This is because
relationship marketing is not just on gaining customer for just a transaction but on retaining and
building meaningful connections with users. For relationship theory to be meaningful it needs the
support of the management and library staff.

2.10.2 The Total Quality Management Theory:

This is a theory that was propounded by Edward Deming in the 1950`s. (Jurrow and
Bernard, 1993). Martey (2000) defined total quality management (TQM) as a management
philosophy which embraces all activities through which the needs of the customer, community
and the objectives of the organization are satisfied in the most efficient and effective way by
maximizing the potential of all employees in a continuing drive for improvement. While, Jurrow
and Bernard (1993) views TQM as a system of continuous improvement of services in an
organization by employing participative management that is centered on the needs of the
customers, Martey (2000) emphasizes that TQM is a way of life that organization employs for
continuous improvement of the quality of their product and services to their customers.

According to him TQM in the content of service quality, is about putting the right service
in the hands of the customer, at the right time and price. Jurrow and Bernard (1993) stated that
the key components of TQM are employee involvement of training, problem solving terms,

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statistical methods, long–term goals and thinking and recognition that the system not people
produces inefficiencies.

Deming (1989) outlined 14 steps that management in any type of organizations can take
to implement a total quality management theory.

1. Organization should continuously improve their products and services. This could be
achieved by investment in research and education.

2. Management should believe in quality products and services. Management should always
identify ways to improve their services or products and should end the practice of
awarding business on tag alone. The highest priced goods are not always the highest
quality.

3. Management is responsible for leading the organization into the practice of continual
improvement in quality and productivity and should institute training and retraining of
workers. Workers need to know how to do their jobs correctly, even if they need to learn
new skills.

4. Management should discover the barriers that prevent staff from taking pride in what
they do and the need to drive out fear from workers. Managers need to create an
environment where workers can express concerns with confidence.

5. Management should break down barriers between staff. Managers should promote team
work by helping staff in different areas/ department to work together. Fostering inter
relationships among department encourages higher quality decision making.

Libraries can benefit in total quality management in several ways. It will help libraries to break
down interdepartmental barriers, redefining the beneficiaries of library services to internal
customers (staff) and external customers (patrons), participative management, staff training and
development and providing responsive service to customers. The application of Quality
management theory in libraries enables them to provide services that are accurate, adequate,
timely and of good quality.

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 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

In this chapter, the researcher presents the procedure used in carrying out the study under

the following sub headings: research design, population of the study, sample and sampling

technique, instruments for data collection, method of data collection and method of data analysis.

3.2 Research Design and Method

The study uses case study method which implies study a single phenomenon is a detailed

manner. Furthermore the study in qualitative in nature.

3.3 Population of the Study

For the purpose of the study comprised all librarians in Kano State Polytechnic library,

both professional and para-professional librarians. There are a total of 26 professional librarians

and 32 para-professional staff in Federal University, Dutse library. However, as marketing is a

management function, the target population is the management of the library.

3.4 Sample Size

For the purpose of this study, the head of marketing section of the library and the university

librarian will form the sample size for the study.

Hence, a purposive sampling techniques will be adopted for the study. Babbie (2006) asserted

that purposive sampling is a non-probability sampling where the area to be observed are selected

based on the researcher’s judgment about which ones will be the most useful representative. The

researcher seeks appointment with the interviewers and then conducted the interview.

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3.5 Instrument for Data Collection

The instrument that will be used for data collection is interview. Two categories of

interview schedules were designed. One for the university librarian and the other one for the

head of the section responsible for marketing of the library resources and services. Moreso, the

study uses observation to further obtain data.

3.6 Method of Data Collection

There are many instruments for data collection depending on the research process and

methods employed. The interview will be administered personally by the researcher to the head

of marketing section and the university librarian in the library under study.

3.7 Method of Data Analysis and Presentation

The data collected through the in-depth interview with the respondents will be analyzed using

thematic method of analysis. According to Braun and Clarke (2006) defined thematic analysis as

one of the most common forms of analysis in qualitative research. It emphasizes, pinpointing,

examining and recording patterns within data. It is a pattern across data sets that are important to

the description of a phenomenon and are associated to a specific research question.

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