APPLICATION OF MARKETING MIX TO LIBRARY RESOURCES AND SERVICES: PROSPECTS AND CHALLENGES

Abstract

The paper examines the concept of marketing of library resources and service with particular reference to the marketing mix as a strategy for effective marketing of library resources and services. Thus, the paper discussed product, place, price, promotion, process and people as variables that can be manipulated to yield effectiveness in the marketing of library information resources and services. The paper also generated questions along these strategies that can help clarify these concepts and stimulate action. In the face of technological innovation, the paper examines the practice of marketing using web 2.0 (social media) and examining its prospects to marketing of library information resources and services. Moreover, the paper examined some of the challenges encountered in marketing library information resources and services. The paper concluded that libraries must engaged in effective marketing as a tool to reaching both potential and actual library users, communicating to them the value of library’s resources and services in order to stimulate usage, satisfaction and return intention. This invariably projects the value of libraries amidst alternative information sources.