Significance of marketing library resources in libraries and information centers: Issues and prospects
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Journal of Library Services and Technologies, 3(1), 13-24, 2021
ISSN: 2616-1354 (Print) 2636-7424 (Online) Available online at credencepressltd.com,
http://doi.org/10.47524/jlst.v3i1.3
Significance of marketing library resources in libraries and information
centers: Issues and prospects
Ezeh, Rose Uloma
Nigerian Institute of Advanced Legal Studies.
University of Lagos, Akoka Campus, Nigeria
E-mail: ezehrose@yahoo.com
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.
Key Words: Significance, Marketing, Libraries, Information Centers.
Introduction communication technology and information
Barriers are being broken; the world is now marketing. Globalization has therefore given
a global village. Things are happing at a rise to international industrial structure in
pace unprecedented. Old ways are giving which thousands of the world‟s largest
way to fresh ideas, bold styles, concepts and corporations maintain operations in multiple
strategies (Omekwu, 2009). There is a new countries through information net-working,
dawn in information palace which cannot be information communication delivery,
ignored. We (Librarians) cannot afford to consortia, and information marketing
ignore these strides…we cannot resist this strategies etc. ICT has not only turned the
change...Change; the only permanent world into a global village, it has also
phenomenon in life is rocking the brought what is happing around the world
foundation of information service delivery into our living rooms. People no longer feel
(Gupta, 2010). Smith (n.d.) in his text titled as if the world of information delivery
„Let the Circle Be Broken‟ stated that the (library) is secluded. It means that, society
radical changes/challenges that are can now access information from various
revolutionizing the entire world came from points thereby bypassing the custodian of
globalization of information, information knowledge (Library). Information plays vital
13Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
roles in sustainability of the society the text, sound, graphic, drawings, fixed images
world over. In this society, the economic or even animation. Various computerized
development, social transformation range databases are made available at information
and quality of life depend on the information centers and the demands for knowledge-
and its usage. A society with this based products are increasing rapidly. This
characteristic is called an information demand has made a great impact on libraries
society. Its basic characteristic is that compelling them to find ways and strategies
information is the most powerful economic to mitigate the increasing user (demands)
and social factor therefore its production and irrespective of financial constraints. But
usage must be developed. As such unfortunately, inadequacies of ICT facilities,
information industry has been developed in budgetary cuts and deduce purchasing
the „income‟ and „profit maximization‟ capacity have limited the rate at which
through strategic marketing. librarian‟s t can key into this new concepts
Conforming to the above of information commercialization. These
submission, Hassan and Zahra ( 2012) stated challenges have advice affect on libraries
that “marketing of information serves is a and information centers in living up to
new conception to libraries and information expectations.
centers.” He concluded that it is now an Sequel to the above, Gupta (2010)
important realm for the libraries and lamented that Libraries and information
information centers, because information as centers are in a time of unprecedented
library product has commerce element. change and challenge due to pressure from
Consequently, information is subjected to their users to be up to date in service
measure and valued by economic theory delivery. He concluded that information
causing the manipulations (competitors) of marketing are the only option which is
various information businesses to compete creating new forms of information, new
with libraries. Various value systems for sources of information and new ways of
information have emerged and information providing information by-passing traditional
could now be sold, exchanged, transmitted forms of information services deliveries.
and dominated with a financial context. Also These innovations have ushered in new
proliferation of modern technology has method of information harnessing by library
enhanced the explosion of information, it users. Library users are transforming into
helps to create, store, retrieve, repackage, customers with rising expectations, diverse
preserve and disseminate information in due needs, wants, and choices, which are
needs. This reality has prompted gradually re-shaping the services offered by
Pringgoadisurjo and Luwarsnin (1999) to the libraries. The notion of services has
opined that libraries as institutions are facing moved from basic to value- added through
challenges due to information revolutions marketing; from staff assisted to self-
through the concept of Information services; from in-house to out-reach, from
Technology. Rapid growth of material, free to price; from re-active to pro-active;
rising costs, revised requirements for and from mass-customization to
professional training, networking demands, personalized and individual service. As a
and financial constraints are issues currently follow up, Madhusdhan (2012) observed
contending with information managers. that libraries are facing crises because of
Technological advancement has also economic meltdown , increase user base,
ensured the diversity of information rapid growth of materials, rising costs,
products and now multi-media technology networking demands, competition by
can facilitate the information transfer with database vendors, and complexity in
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
14Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
information requirements are forcing the users. It is a means of ensuring that libraries,
professionals to adopt marketing of library librarians, and librarianship are integrated
and its services in other to bridge the into both today‟s and tomorrow‟s emerging
financial gaps. Marketing in its rapid global culture. Marketing has spread its
development has widened its meaning and wings within library services. By these new
scope in information delivery. With the concepts libraries are emerging into new
proliferation of information, information is categories such as relationship marketing,
scattered in many areas and in order to keep internal marketing, interactive marketing,
track of this, libraries must embrace the technological marketing, emotional
current development in information marketing and experiential marketing. In
marketing to close the gaps of ineffective library, (no matter what category we call it)
library services. it is ideal to use marketing to promote
Libraries are discovering that by behavioral change. It is to arrest and turn
applying marketing principles and around these patterns of decline that this
techniques, they can understand better their paper will address and make suggestions.
users‟ needs, communicate more effectively The librarians by the new innovation should
with a variety of external audiences, and assemble and marshal resources to increase
achieve greater efficiency and optimal their effectiveness, to examine and re-
results in delivering products and services examine their operations, to diversify
that meet the identified needs of clients and through commercialization of services and
make more money. Spalding and Wang maximize their income streams, and to align
(2011) stressed that in the last few decades, their expanding resources in accordance
academic libraries in US have increasingly with planned priorities. Hence, to situate
turned to the business world and its librarianship to meet the present challenges
literature for more effective organizational, in information palace, keying in the
fiscal and service delivery models. Also libraries‟ marketing and libraries objectives
Japath (n.d.) in his discus on „approach to becomes imperative.
marketing in academic and special libraries
of Sri Lanka‟ depicted that, the concept of Marketing and library objectives
information marketing covers not only the All processes of marketing undertaken by
buying and selling for financial gain, but libraries and information centers must be
also the achievement of organizational guided by its policy and objectives. The
objectives successfully. Thus the term marketing process begins at the library‟s
“Marketing” has a wider and deeper sense, core, namely the library‟s purpose/goals.
which proliferate the organization‟s These statements reflect its values and
successive achievements. Modern marketing explicitly state its philosophy. Ifidon and
is practiced across board-both for the Ifidon (2007) in their wisdom outlined the
business organization and the non-business major objectives of university libraries as
organization such as libraries. Marketing in thus:
libraries is simply, planning, organizing,
dissemination and controlling of information Provision of materials for support of
services on a pro-active and user-oriented learning and research.
way that ensures the user satisfaction while
achieving the objectives of the parent Provision of materials for research
organization. Rohit and Ashish (2016) for student and faculty
submitted that marketing is a stance and an
attitude that focuses on meeting the needs of
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
15Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
Provision of materials to help library analyzed to determine what the met and
users in their personal development. unmet needs of patrons are. Objectively
gathering and analyzing of data requires that
Cooperation with other libraries to librarians must avoid the issue of
broaden access to materials for the assumption of what the audience perceives,
benefit of all, (Consortia). wants, or needs. By avoiding assumptions,
librarians will understand the target
Meeting the specialized information audience, communicate better with them and
needs for university community. meet their desired information needs. By
doing this, the library is better positioned to
Bringing patrons to appreciate these develop successful communication and
functions and services are libraries role in service delivery goals, design
information/knowledge environment that communication tools that are most effective
ushered in marketing strategies. A marketing in reaching the target audience. Assessment
strategy is a cyclical process that must be is an essential part of the strategic marketing
continuing activities for the library. It is a planning process, for analyzing measurable
data driven decision making and service outcomes that will enable the library to
quality improvement process that must improve services and set new, relevant goals
begin with market research of the target for the future as it is illustrated in the
audience. The data gathered must be diagram below.
Customer
Met Needs
Un-met Needs
1. Customers and 2. Strategic Library 3.Promotion of the 4. Providing
Market Research Plan Library Products/Services
Customer Need Vision and mission Massages Delivery
Customer View product and service Values Interaction
implementation Campaign Adjustments
Implementation
Figure 1: Marketing planning process in library environment
Source: ACRL strategic marketing (Irain-the-the Trainer Workshop (2011)
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
16Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
Effective strategic marketing requires most appropriate communication
careful planning, creative approaches, and tools.
focused strategies. Librarians must think
beyond traditional methods of information v. Prioritized audiences as well as how
services deliveries, keeping in mind that a and when to communicate with
marketing campaign doesn‟t need to take them.
months and cost thousands of naira to
achieve stated objectives (Caballero, 2012). vi. Implementation of strategies for
Referring to the above model, the first step information delivery to patrons.
is the librarian‟s holistic position to the
architectural environment that involves vii. Evaluation for measuring outcome
designating of the entire marketing scenario achievement that represents progress
which entails, who will do the planning and toward goals and suggests how to
what their specific roles and interactions will improve communication and service
be. In scanning the library environment delivery.
there are things to consider. These include
Strategic marketing plan allows
assessing the library‟s mission, its strengths
librarians to concentrate limited resources to
and weaknesses, what can be gained, and
grab the greatest opportunities to increase
what can be changed? And what are the
sales and achieve a sustainable competitive
available opportunities? These comes either
advantage. It is a written plan which
the acceptance or modification of the
combines the efforts to plan information
diagram. Planning help to prioritize the steps
product, its development, promote
needed to launch product and seek approval
information products, and fix the price of
for the project. The final step is the
information, its services, and distribution. It
implementation of the strategic plan by
identifies the libraries‟ marketing goals, and
following the steps outlined in the model
explains how they will be achieved within a
Olayinka and Aminu ( 2016).
stated time frame. Marketing strategy
Also the marketing plan includes: determines the choice of target market
segment, positioning, marketing mix, and
i. Patrons and market research that allocation of resources (Nwaosu, 2011)
generate data on clientele. This written document referred to as
strategic marketing plan helps librarians to
ii. The context of current and future answer the following questions:
opportunities and challenges facing
the library that allow it to clarify its i. What is the current situation
vision, mission, and prioritized regarding the libraries, the product or
services. the services?
iii. Long-term goals to achieve patrons ii. Where should the information
understanding the value of library‟s centre/product/services be in future?
role in supporting knowledge
consumption. iii. How do the information
centre/product/services get to realize
iv. The most important key messages is specific targets?
to deliver frequently and consistently
information to others through the
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
17Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
iv. To assess whether the information This can benefit libraries which tend to
centre, product or services realize the offer a broad range of product and services
goals and target it set to achieve? to target market. An understanding of
segmentation can help libraries organize and
The conceptualization of the said goals will define the characteristics of its functions.
help the library in actualizing the Kotler (2014) maintained that library will
promotional strategy to re-position the benefit through target marketing thus:
library products and services.
i. Target market: Means that library
Types Of promotional strategy in product must study the target markets‟
services needs, design appropriate
Ian Ruskin-Brown ( 2013) explained that product/services to meet their needs.
this involve positioning the library to meet The most useful method to achieve
the needs of the clientele. The library must target market is through marketing
demonstrate its value in meeting patron‟s segmentation. Marketing
need through informational, educational, segmentation is the division of
research and outdoor services. Promotional market into certain categories
strategies include and not limited to: according to buying habits of
patrons. Each of these groups of
i. Personal selling: This originates users has distinct needs behaviour
from marketing strategy which that must be taken into
commercial firms use to boost sales consideration for proper and
which libraries have keyed into. It effective marketing to be carried
involves personal presentation of out. One of the vital components of
products/services to potential target market is research.
customers.
ii. Market research: The need or desire
ii. Segmentation: Marketing of the library clients are the core of
segmentation is another basic the marketing process (research).
marketing strategy. It is very relevant For this reason the concept of the
because of its roles in identifying 4Ps comes to play (Product, Price,
one‟s target audience. Eileen Elliot Promotion and Place). Marketing is
de Saez (2014) describes about planning and executing your
segmentation thus: (proceed) process which includes
marketing research to develop
Essentially, segmentation is the
services and products, then evaluate
division of the library or
information centre‟s market into the results and integrating the
smaller, more manageable, groups findings into future services and
that have like characteristics. products. The majority of mission
Marketing mixes can be fine-tuned statements of academic libraries
to serve the need: these groups or neglect the concept of letting the
segments and marketing users‟ needs dictate the services
communication targeted more orientations.
precisely. The practice of marketing
segmentation leads to better use of The conceptualization of the user needs will
resources since those resources can enable the librarian to understand the
be targeted with maximum following issues:
effectiveness.
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
18Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
i. Who uses your services the will not be out of context to state that
most? information has assumed the position of a
commodity or economic goods of
ii. What are the most common worldwide significance which contributes
competitive tasks? directly or indirectly to National Economy
Empowerment through the marketing mix.
iii. What are recent customer Olson and Mosieman (2011) posited that
complaints? marketing roles include determining market
niches, defining products and services,
iv. Are any of these recurring setting prices, promoting services, and
complaints? building good image. They maintained that
in Library setting, marketing library
Identifying the distinct groups of
products entails understanding the
patrons and their needs/desires help
objectives/goals of the library, researching
librarians to allot priorities and concentrate
the needs of the target market, packaging the
on the most productive services to be
library and its services to meet these needs,
offered, and also create an opportunity to
then promotion of library and its services to
meet these needs. In addition, subject areas
attract the target markets. The fundamental
that are in high demands should be captured
objectives of most businesses are survival,
through strategic marketing research thereby
profits and growth. Marketing contributes
meeting the needs of the users. Also
directly to achieving these objectives. It
customer complaints as well as feedback
involves those activities which are vital to
should be given adequate and satisfactory
business organization, assessing the wants
attention through research implementations
and satisfaction of present and potential
which will enhance the role of
customers, designing and managing product
commercialization of information.
offerings, determining prices and pricing
Roles of marketing in libraries. policies, developing, distribution strategies,
Marketing in its rapid development has communicating with present and potential
widened its meaning and scope to cover a customers.
larger spectrum with a wider course of Organizations including libraries and
activity which includes the information information centers regardless of area of
industries. As the transition of economy specialization or responsibilities need to be
move from industrial based socio-economy familiar with the terminology and
to information-based economy (information fundamentals of marketing concepts
age) the importance of information has especially in this information age. Kotler
become highly imperative, and the concept (2014) affirmed that some institutions like
of marketing has permeated into the library museums, universities and libraries etc need
and information sector. Information has marketing for their offers and products in
become a valuable commodity that people order to gain an economic, social and
tend to buy for their needs. Hence, the political support. He stressed that the major
criteria to determine the power in the society challenges existing in information business
have shifted from the industry-ownership to field is lack of business specialist among
the information globalized economy thereby librarians and information scientists.
perverting the entire world (Jagath n.d.). Matching, adapting, executing and
Information has keyed into industrial optimizing organizational resources,
product which is bargained and paid for. It services and facilities that are best suited to
satisfying customers, are the basic mantra in
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
19Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
modern marketing. Marketing has therefore functioning/services and become self-
become the central focus and force on every sufficient if they are to purposefully work
successful organization, whether profit- and demonstrate their relevance and
making or non-profit making. The competence to their clients. The age-old
organizations success depends on its generosity for the socially desirable
effectiveness in meeting identified institutions is drying because of the change
customers wants or needs, both explicit and in the political outlook and the economic
implicit. Customers are people whose squeeze. Librarians and information
behavior we want to influence and with managers therefore are being asked to
whom we want to develop long-term generate revenue to become self-sustaining
loyalties for our library‟s offering, thereby as much as possible (Jain et al, 1999). The
capturing the lost glory that was created by present trend in information palace has
globalization and ICTs. The integration of prompted information managers to take a
marketing in information domain is giant stride and embrace the information age
imperative because it reinforces and with its attendant opportunities as captured
reiterates the basic values and re-invigorates by Modhusudhan (2012). He stated that
the beliefs of the profession in the changing there are two roles of marketing in libraries:
environment. The age long notion that (i) Achieving the purpose/goals of libraries
library services (revolved around) aim to and (ii) Satisfying user/customer needs and
provide the right information to the right wants. These roles entails:
user at the right time is gradually narrowing
because of some factors that are being i. Promote the use of information
envisaged in information delivery which are resources;
adversely competing with libraries.
Aniil and Sharm, (n. d.) conclude ii. Create perception of need and
thus: thereby create demand;
While libraries have been dosing or iii. Ensure the optimal use of
struggling to stay afloat, enterprising information;
companies have began to discover
the commercial potential of what we iv. Improve the image and status of the
do, and are competing with us to sell libraries and library professionals;
much of the information, the public
has declined to pay for through taxes. v. Tackle the problems of rising cost of
reading materials, journals and
So survival of library depends databases;
among other things on marketing its
potentials through segmentation, vi. Cope with the information explosion;
diversification and commercialization of its
services. Munchen (2010) submitted that vii. Introduce cutting-edge information
information professionals should begin to technology system in library
realize that marketing of information services;
products and services have bridged the
financial constraint in libraries. It is viii. Balance shrinking funds;
pertinent to state that stakeholders have
been propagating that social institutions ix. Save libraries from devaluation;
such as universities libraries, hospitals, etc
should look beyond their present state of
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
20Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
x. Save libraries from declining reader- their services, communicate more
support; effectively with a variety of external
audience, and achieve greater efficiency and
xi. Uphold the dictum that information optimal results in delivering products and
is power; services that adds value and meet the
identified needs of their clients. In
xii. Place the libraries as the centre of marketing oriented library, the process
knowledge and depends on the customer‟s preferences and
desire to their requirements. Customers are
xiii. Attract customers who do not an important partner to the process because
currently use their services they put forward their views to overcome
their problems and work with the staff in
Effective implementation of
solving them. Librarians have been able to
marketing will automatically create
take the 5P‟s of the traditional external
awareness and enhance information
marketing mix to paint a more accessible
delivery. To situate library in the contest of
service-oriented picture of library offerings
discourse, it must effectively consider the
for their customers. The 5P‟s of the
marketing concepts. Librarians must realize
traditionally external marketing mix with an
that by keying into marketing, they can
internal twist for libraries should be
understand better their users‟ needs, justify
considered as stated below.
Table 1: The 5P’s of the traditionally external marketing mix with an internal twist for
libraries
Product Information resources and research services
Price Free to employees. In other words, company sponsored. This is
particularly important in an R&D environment where research
budgets are tight and the company many not realize Return on
Investment (ROI) in a project for some time.
Place Not necessarily a physical location anymore. A strong web
presence is necessary. Libraries are virtual as well as physical
space now and the possibilities in both worlds are endless.
Promotion Internal bulletins, e-mail, the company intra-net, the library web
site, newsletter and poster campaigns, bill boards are all effective
promotional vehicles for highlighting new tools and advertising
events.
People (Staff) Staff are relatively a new element in marketing mix as its
importance for the development of strategies has only recently
been realized. It is difficult to achieve satisfactory exchanges
with public without suitable staff. That is why marketing experts
now talk about “internal marketing”, emphasizing that the entire
staff must be at all cost involved in the organization of marketing
strategies.
Sources: Basanta and Sanjay (2015)
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
21Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
In the competitive world, for library to be development and maintenance is not
sustained, remain valued, relevant, and be widespread in most libraries. For
proactive, it must change and deepen its instance, consortia, networking and
image. It must transform from the age long information sharing are alien in
highly fortified storehouse of knowledge most libraries. This implies that
guarded by staff and security devices, a libraries are not united in such way
treasure house where the borrower must be that librarian in the West can have
physically present, into a marketing oriented access to materials from the
information dissemination concept that librarians in the North. These
communicate to clients through marketing especially in the developing nation
devices. The new-age librarian ought to be has affected cross fertilization of
true service institutions, a group of knowledge.
professionals who are knowlegible in
application of marketing principles and can iii. Inadequate of human resources:
quickly identify the vast ocean of knowledge We are at a point of change in the
and the kind of information that different information economy of which
customers desired. libraries are part of. Change here is
focused on innovation, technology,
Challenges user experience, resources
Libraries the world over are facing management, and service
surmountable challenges as a result of marketing. This change call for
globalization and information technology, additional training for information
rising cost of resources (books, journals professionals. Knowledge of
periodicals) and today‟s dynamic economic marketing by librarians is
climate. As a result, marketing concepts are inadequate and this needs radical
gradually being adopted in library especially restructuring to produce librarians
in the developed world to argument these who will be suited to serve in a
challenges. However; in the process of product-knowledge-based society.
trying to satisfy the users need, librarians are
faced with challenges which include: iv. Funding: Financial sustainability is
the prerequisite in marketability of
i. Lack of marketing skills: One library resources. The economic
constraint in operating a profitable meltdown that is affecting the entire
information business is the lack of economy in the developing world
business expertise among librarians. does not spear information
Marketing is a comprehensive term environment. Most libraries do not
which stipulates all the processes have sufficient funds to run the
and interactions that result in affairs of the library. It was against
satisfaction of the users and revenue this backdrop that Mac Arthur
for the library. This implies that Foundation (2009) submitted that
skillfulness is necessary both for many university libraries cannot
meeting the needs of the users and compete with other information
profit maximization. resources centers due to poor
financing, poor infrastructure and
ii. Poor cross-fertilization of lack of quality learning resources. It
information: The culture of concluded in its reports on
information infrastructural university libraries in Nigeria, that
Journal of Library Services and Technologies, Volume 3 Number 1, 2021
22Ezeh, Rose Uloma: Significance of marketing library resources in libraries and information centers:
Issues and prospects
many students and faculty members of library products, enhance the image, draw
view the libraries as weak, users closer and increase its resources. The
backward and unable to support contemporary library is now generally
research. named an information market and the library
user is a consumer of information.
The way foreword Information is an essential resource for
Libraries in Nigeria can borrow from the research and development of any nation.
marketing mode for special libraries in Marketing is vital in building the proper
Botswana as propagated by Nkanga (2011) planning, designing and use of information
as clear example of marketing on a tight services and products for the better and best
budget. The Botswana library marketing possible use of information. The library
model is based on the Working should give priority to provide superb
Improvement Teams (WITS) a program customer service; enhancing its image as
created by its government in 1993 to information provider in the information age.
enhance productivity in organizations in her The library and information center should be
country. These libraries were encouraged to user- oriented in order to satisfy their
adopt economic measure as advocated in the information needs effectively. The ultimate
program. For instance, the library model aim of marketing here is to provide the right
involved separating marketing from the day- information to the right user at the right time
to-day operations of the libraries and giving and increase library finance.
specific responsibilities for marketing to an
officer or teams of officers. With the present References
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Journal of Library Services and Technologies, Volume 3 Number 1, 2021
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