Strategic Marketing of Electronic Resources in Academic Libraries in Kenya

Abstract

Universities in Kenya have subscribed to a range of electronic books and electronic journals through the Kenya Libraries and Information Services Consortium (KLISC). The lack of an effective marketing strategy has been identified as one of the major barriers to their utilization. This paper presents the results of a survey study on the application of a strategic approach in the marketing of electronic resources, or e-resources. The study also sought insights into academic librarians' understanding of marketing principles and the challenges they face in carrying out marketing activities. A questionnaire created using Google Forms was used to gather data. Respondents were recruited by email from institutions that belong to KLISC, and a total of twenty-nine members responded. The responses gathered reveal that although academic librarians are carrying out some marketing activities, the majority of them are not applying a strategic marketing approach.

Marketing methods for electronic resources in medical libraries: a study on the application of the analytical hierarchy process

“…Libraries vary in terms of the methods used to market electronic resources, which can be due to differences in librarians' views, situations, and various factors [ 20 ]. Although a large part of the budget of libraries in Iranian universities of medical sciences is spent on providing access to electronic resources, these libraries may sometimes not pay enough attention to the marketing of these resources [ 19 ] or follow a specific marketing strategy [ 27 ]. Deciding on the best ways to market libraries' electronic resources is a difficult task given that different circumstances, conditions, or statuses of each library can influence that decision.…”