Marketing information services in Botswana: an exploratory study of selected information providing institutions in Gaborone

Nkanga, Nndoniah Adonis

doi:10.1108/01435120210432273

Cited by 10 publications

(3 citation statements)

References 13 publications

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“…Kanaujia (2004) further identified a lack of knowledge and a misconception about the concept of marketing on the part of librarians as major barriers. In Botswana, Nkanga (2002) found that the major challenges according to the respondents in that study were shortage of staff (19 per cent), financial constraints (15 per cent) and a lack of training in marketing. In the case of Nigeria, another study identified the non-responsive attitude of staff towards marketing as being a major factor.…”

Section: General Marketing Tools and Strategiesmentioning

confidence: 85%

Marketing intangibles: the case of library services in higher education institutions

Ofori

Markwei

Quagraine³

2020

LHTN

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Purpose This paper aims to investigate the adoption of marketing techniques in academic libraries in Ghana, and how they are applied in the promotion of their services to patrons. Design/methodology/approach Adopting the qualitative research approach, a total of 21 professional and para-professional library staff from three private universities participated in the study. The main data collection instrument was the use of semi-structured interviews. Data gathered was analysed, discussed and presented thematically. Findings The findings revealed that the study's participants are fully aware of the benefits of inculcating marketing activities into their daily routines and were making efforts at making their users aware of their products and services with the use of various strategies including the deployment of social media tools. Some of the challenges that were discovered to hinder the success of marketing in the libraries were lack of funds, lack of knowledge of marketing techniques by staff and a lack of marketing policy to guide marketing in the libraries. Research limitations/implications The findings of this study imply that, even though carried on a few academic libraries, the same can apply to most academic libraries as the characteristics are generally the same. Practical implications To boost marketing initiatives in the selected university libraries, the following recommendations informed by the findings of the study are made: creation of marketing policies, increase use of social networking sites for marketing, organization of seminars and workshops on marketing, diversifying sources of funding for libraries and conducting user surveys. Social implications The implementation of the recommendations has the potential to increase the level of interactions between academic libraries and their patrons as well as impact positively on the information-seeking behaviour of library patrons. Originality/value Apart from the application of works of other scholars, which have been duly cited and acknowledged, the entirety of this study or research output is the result of the handiworks of the researchers. Again, to the best of the authors’ knowledge, this work has not been a production of existing research nor is earlier published in any journal.

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Section: General Marketing Tools and Strategiesmentioning

confidence: 85%

Marketing intangibles: the case of library services in higher education institutions

Ofori

Markwei

Quagraine³

2020

LHTN

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“…A variety of techniques have been used to market library services and resources. Nkanga (2002) noted that marketing channels such as personal contacts, circulars, memos, telephone calls, meetings, direct mailing, displays, talks, newsletters, library tours, and leaflets were widely used. So also, Zhixian (2016) noted the channels of marketing library services, such as one-to-one conversations, classroom instruction, training sessions, faceto-face events and workshops, and digital media such as the library website and social media that were perceived to be most effectively used to promote services and resources.…”

Section: Various Channels and Strategies University Academic Librarie...mentioning

confidence: 99%

Use of ICT Tools for Marketing Library Services in Selected University Libraries in Oyo State Nigeria

Sobalaje¹,

Salami²,

Gariba³

2023

IJLISS

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This study examined and found ICT tools for marketing library services within selected university libraries in Oyo State, Nigeria; University of Ibadan, Ladoke Akintola University of Technology Ogbomoso, and Ajayi Crowther Oyo. One hundred twenty (120) questionnaires were distributed for administration but only one hundred and ten (110) questionnaires were returned; representing 91.7%, and were found useful for this study. The statistical Package for Social Sciences (SPSS) was used to analyze the returned questionnaires. The data was analyzed using frequency tables, simple percentages, and a chi-square test for dependent and independent variables. The study discovered that internet facilities, videoconferencing, email, social media, telephone, OPAC and websites were available for marketing library services, with radio and television having lowest availability. Reservation, renewal, current awareness and online access to library database were library services rendered which accounted for the highest percentage of respondents. The findings also show that marketing library services helps promote the library profession. However, with all the benefits inherent in having market library services, there are still a lot of problems militating against developing good market strategies in the library, such as inadequate funding and poor infrastructure (ICT tools). In order to achieve effective and efficient marketing of library services, adequate attention must be given to the strategies and recommendations given in the study.

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“…Perhaps it is as a result of this that libraries have been seen to be behind comparable organisations in their approach to marketing (Doherty, Saker, & Smith, 1998). Another reason that has often been offered is that librarians have a negative attitude towards marketing, although, recent research has shown that this is not the case; librarians are overall positive about marketing (Aharony, 2009;Nkanga, 2002). Staff at all levels of a library can impact on how successfully marketing is executed, meaning that any difference in attitude or opinion between strategic and operational staff will influence the implementation of marketing strategies (Harrison & Shaw, 2004).…”

Section: Literature Reviewmentioning

confidence: 99%

Public Libraries Marketing to Teens: a Study of Two New Zealand Libraries

Biggs¹

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<p>Marketing in libraries has been widely discussed in literature, but is often limited to either prescriptive writing on the application of marketing theory to libraries, or descriptions of marketing at individual libraries with little theoretical basis. The purpose of this research was to compare the teen marketing practiced by public libraries with library marketing theory, and to discover whether the application of theory is a conscious decision by libraries. Staff were interviewed at two New Zealand public library networks to discover whether they considered marketing targeting theory and the marketing mix when marketing to teens. It was found that while both library networks did do some formal teen marketing, the majority of marketing was conducted more informally by individual community libraries. Libraries struggled in particular with defining their teen users, and the marketing mix was dealt with in an ad hoc manner. Overall, library marketing was more tactical than strategic.</p>

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Marketing information services in Botswana: an exploratory study of selected information providing institutions in Gaborone

Cited by 10 publications

References 13 publications

Marketing intangibles: the case of library services in higher education institutions

Marketing intangibles: the case of library services in higher education institutions

Use of ICT Tools for Marketing Library Services in Selected University Libraries in Oyo State Nigeria

Public Libraries Marketing to Teens: a Study of Two New Zealand Libraries

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