Marketing of Library and Information Services in Zambia University Libraries: A comparative study of the University of Lusaka and DMI ST. Eugene University Libraries

Abstract

Despite the huge investments made by libraries into building their collections, studies have shown that these collections remain underutilized. This situation, coupled with declining library budgets, as well as growing competition between libraries and other information providers, has compelled libraries to adopt effective marketing approaches in order to continually remain visible and relevant. The adoption of marketing in libraries has been found to bring about numerous benefits to libraries hence its increased adoption among libraries worldwide.

This study was an investigation of library and information services in Zambian university libraries: A comparative study of university of Lusaka and DMI St Eugene University libraries. The specific objectives being types of library and information services marketed, strategies used in library marketing and challenges faced by the Library in the marketing of services. A total of two librarians participated in the research, DMI St Eugene University librarian and University of Lusaka librarian respectively. The main data collection instrument was a structured interviews used to elicit information about their types of library and information services marketed, strategies used in library marketing and challenges faced by librarians in the marketing of services. Data gathered was analyzed thematically.

The findings reviewed that participants are fully aware of the benefits of marketing activities in their various university libraries and were making efforts at making their users aware of their library and information services that these university libraries market to their patrons, with the use of various strategies which include; student orientations and web write-ups. Some of the challenges that hinders the success of marketing in these libraries according to the findings are lack of adequate funds, lack of support from management on implementation of library programs, and lack of marketing policies to guide their marketing programs as well as lack of library representation in decision making and planning of institutional programs. Furthermore, the research findings uncovered that the possible solutions to challenges that libraries face in their effort to market their services include; creation of marketing policies, proactive advocacy for more funds for the library from the institutional budget.