Published Article

ABSTRACT
Over the years, academic libraries have depended on their parent
institutions for a number of things, ranging from funding to publicity of
their services. It is obvious that academic libraries are experiencing rapid
change in the use and mode of access to their resources and services;
this can be attributed to emerging information technology, which led to
the creation of a new gateway for delivering information services to
library clientele. It was established in this study that the adoption of
marketing strategies helps to meet organizational mission, goals, and
objectives. It includes consumer promotion (samples, coupons, money
refund offers, trading stamps, demonstrations) and trade promotion (e.g.,
buying allowances, free goods, merchandise allowances, dealer’s sales
contests) and sales force promotion (e.g., bonuses and sales rallies). The
avenue for librarians to actively market their services will sprout from the
enablement to spread the word about their libraries by drawing attention
to their resources and services to the community, administration, staff,
and users. It was recommended that for libraries and information services
to stay viable in today's climate, it is pertinent that they adopt the
aforementioned marketing strategies to help meet organizational mission,
goals, and objectives. And apparently, librarians need to develop
marketing programs that will not only reinforce clients’ commitment but
also encourage repeat purchases.
KEYWORDS: Marketing indicators, Information services, University
libraries, Sales Promotion, Advocacy, and Public
Relation