International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Users’ Perception of the Need for Marketing Academic Libraries using Librarians’ Competences


Affiliations
1 University of Calabar Africana Library, Cross River State, Nigeria
2 Science and Technology Library, University of Calabar, Nigeria
     

   Subscribe/Renew Journal


Modern librarianship made marketing an important aspect of the profession, revealing the competencies displayed in the superfluity of knowledge services. The study revealed users’ perception of needs to market the library. These include to enlighten users’ on the contemporary relevance of Information and Communication Technology (ICT) & manuals (97.9%), improvement of interpersonal relations (95.8%), for users’ to have a fearless knowledge in usage and satisfaction of their puzzles (93.9%) and for a conducive environment (91.4%), and to ascertain users’ information needs in this era (90.7%). Study also revealed that users’ perceived marketable services in the following order: online information services (97.2%), reference services (95.6%), user education (93.5%), selective dissemination of information (88.8%), information literacy programme (87.9%), current awareness services (86.2%), referrals (86%), library publication (82.5%), translation (82.03%), and interlibrary loan (67.4%). For the last objective, study revealed users’ perception of librarians’ competencies for marketing libraries in their preferred order – ability to create library web pages for users’ information (99.1%), information technology skills (98.4%), flexibility to make changes (96.7%), ability to calm offended users’ (96.5%), ability to answer users’ queries (96.3%), professional charisma (93.5%), professional initiative (90.7%), and ability to use ICT gadgets (90.4%). The researchers therefore recommends that management should help librarians to take part in training that would nurture the strengthening of these competencies.

Keywords

Information, Marketing Academic Libraries, Users’ Perception, Librarians’ Competencies, Needs, Library Management.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Adeogun, M. (2004). Emerging university library services in an ever-changing and knowledgeable intensive learning environment. Retrieved October 14, 2010 from www.acu.ac.uk/presentation/Margaret adeogun.pdf

  • Amaral, A. S. (1992). What library managers know about marketing: A study of Brazilian geosciences and mineral technology libraries. Information Today, 8(2), 90.

  • Ayanda, A. M., & Taiwo, S. H. (2008). The impact of information technology on library management: A marketing perspective. Advances in Management, 5(1), 141-149.

  • Barnes, L. L. (2009). You want me to do what? Lessons learned from Mary Ellen Bates special library trenches. Retrieved January 15, 2011 from http/www.1st/or/09- summer/view point html.

  • Chandra, H. (2011). Capacity buildings in technical libraries. Retrieved January 18, 2011 from http.eprints.iclis.org/bitstream/10760/65021/1.

  • Chen, S., & Dhillon, G. (2003). Interpreting dimensions of consumer trust in e-commerce. Information Technology and Management, 4(2), 303-310.

  • Das, B. K., & Karn, S. K. (2008). Marketing of library and information services in global era: A current approach. Webology, 5(2). Retrieved June 24, 2011 fro http://wwwwebspace.utexas.edu/dillondj/marketing.html

  • European Parliament Council. (2008). Recommendations of European parliament and skills for health. NDS paper 1, p. 378-387.

  • Farcet, B. & Marcinec, M. (2005). The future of the academic libraries and the academic librarian: A delphi study reloaded. New Review of Information Networking, 2(1), 37-63.

  • Farkas, M. (2011). Information wants to be free. Retrieved March 18, 2011 from www.meredith.wolfwater.com

  • Gupta, D., & Jambhekar, A. (2002). Developing a customer focus approach to marketing library and information services. Desidoc Bulletin of Information Technology, 20(3), 5-13.

  • International commission of workforce development. (2011). Workforce development. Retrieved February 9, 2011 from www.icwfd.org.

  • Kavulya, J. M. (2004). Marketing of library services: A case study of selected universities libraries in Kenya. Library Management, 25(3), 118-126.

  • Kumber, D. (2004). The importance of marketing and TQM in libraries. Retrieved December 16, 2010 from http.www.sourthernlibrarianship./caap.org

  • Marshal, J., Fisher, C. B., Piccoli, R., & Moulton, L. (2003). Competencies for special, library’s librarians. Retrieved, December 15, 2010 from http./www.sla.org.

  • Mellesse, M. (1995). Marketing information: A literature review. Retrieved November 25, 2010 from www.dpace/bitstream/10625/1/10375.pdf

  • New Jersey Library Association, (2011). Competency of librarians. Retrieved May 16, 2011 from www.njla.org/resources.

  • Noel, R., & Waugh, T. (2002). Marketing library and information services: Comparing experiences at large institutions in putting knowledge to work. Presented at the Special Libraries Association Conference, Los Angelos, p. 10.

  • Odine, R. O. (2011). Marketing library and information services in academic libraries in Niger State. MLS Thesis, University of Nigeria Nsukka: Department of Library and Information Science. Retrieved May 9, 2016 from www.unn.edu.ng/publications/files/images/Rita project(2)pdf

  • Pearson, A. (2009). Competency D. Retrieved September 11, 2010 from: www.audreypearson .com/competencyd.

  • Rowley, J. (1997). Focusing on customers. Library Review, 46(2), 81-88.

  • Savard, R. (1998). Guidelines for the teaching of marketing in the trainings of librarians. Retrieved April 12, 2011 from http.wwwnicelink.com.

  • Schmidt, J. (2011). Marketing library and information services in Australian academic libraries. Retrieved January 21, 2011 from http.www.library.uq.edu/papers/ marketing library and information services pdf.

  • Sharma, A. K., & Bharwaj, S. (2009). Marketing and promotion of library services. Retrieved December 15, 2010 from www.cri-du.ac./cal/09/papers/index

  • Snoj, B., & Petermanec, Z. (2001). Let users judge the quality of faculty library services. New Library World, 102(1168), 314-324.

  • Steadley, M. (2003). Library and information services marketing. Retrieved March 25, 2015 from http://clips.lis.illinoois.edu/2003 09.html

  • Umar, I. (2009). Harmonization and specification of instructional facilities in LIS programmes in Nigeria. In N. Chidi, & O. Okee (Eds.), Standards for LIS programme in Nigerian Universities, (pp. 86-102). Owerri: Kosoko Press.


Abstract Views: 243

PDF Views: 1




  • Users’ Perception of the Need for Marketing Academic Libraries using Librarians’ Competences

Abstract Views: 243  |  PDF Views: 1

Authors

Obia Gopeh Inyang
University of Calabar Africana Library, Cross River State, Nigeria
Patience Owere Ekpang
Science and Technology Library, University of Calabar, Nigeria

Abstract


Modern librarianship made marketing an important aspect of the profession, revealing the competencies displayed in the superfluity of knowledge services. The study revealed users’ perception of needs to market the library. These include to enlighten users’ on the contemporary relevance of Information and Communication Technology (ICT) & manuals (97.9%), improvement of interpersonal relations (95.8%), for users’ to have a fearless knowledge in usage and satisfaction of their puzzles (93.9%) and for a conducive environment (91.4%), and to ascertain users’ information needs in this era (90.7%). Study also revealed that users’ perceived marketable services in the following order: online information services (97.2%), reference services (95.6%), user education (93.5%), selective dissemination of information (88.8%), information literacy programme (87.9%), current awareness services (86.2%), referrals (86%), library publication (82.5%), translation (82.03%), and interlibrary loan (67.4%). For the last objective, study revealed users’ perception of librarians’ competencies for marketing libraries in their preferred order – ability to create library web pages for users’ information (99.1%), information technology skills (98.4%), flexibility to make changes (96.7%), ability to calm offended users’ (96.5%), ability to answer users’ queries (96.3%), professional charisma (93.5%), professional initiative (90.7%), and ability to use ICT gadgets (90.4%). The researchers therefore recommends that management should help librarians to take part in training that would nurture the strengthening of these competencies.

Keywords


Information, Marketing Academic Libraries, Users’ Perception, Librarians’ Competencies, Needs, Library Management.

References