Significance of Marketing Library Resources in Libraries and Information Centers: Issues and Prospects

Ezeh, Rose Uloma
Keywords: Significance, Marketing, Libraries, Information Centers
Journal of Library Services and Technologies 2021 3(1), 13-24. Published: March 10, 2021


Abstract

In today‟s knowledge economy, library and information services are viewed as sellable products through marketing concepts. Marketing helps libraries to promote the value of the services in an emerging information communication technology world where patrons prefer the “Web” as their primary source of information because of its promptness in answer to queries. Technological advancement, marketing and globalization have ushered in a great change and challenges in educational environment thereby, by- passing the traditional concept of services in librarianship. The way information is harnessed, communicated, processed, acquired, organized, and disseminated is now changing through marketing principles. For instance marketing of library services (product/commodity) increasingly involved satisfaction of user, by providing maximum value to patrons. Information is a commodity and an information service is the philosophy of marketing the library commodity. The philosophy of marketing states that the social and economic justification for an organization‟s existence is the satisfaction of customer‟s wants and needs, while meeting organizational activities through financial sustainability. Keying to the above, also discussed is the growth of library through marketing commercialization, marketing strategy, and promotions. The information world is growing through information technological revolution that has drastically challenged many facets of human existence: from education, industry, economy, marketing and politics to information delivery. The library cannot be left out in this noble innovation. The need for information marketing becomes imperative, given the fact that ICT has improved accessibility to information, and this has changed not only the roles, but also the way information is harnessed. The paper argued that if marketing of information is carefully planned and executed; marketing has the potentials to change the status quo of librarianship. It recommends de-classification, repositioning and re-engineering of library and information services through effective marketing. It concludes that a new dawn is here and information professionals should realize that the right time to strategies is now, in other to be relevant in an environment that is shifting and full of threats.