GASPRO International Journal of Eminent Scholars

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