Abstract
PurposeThe purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.Design/methodology/approachThe paper utilises literature surveys of currently published articles and the researcher's professional experience.FindingsMarketing is a basic and essential management process for promoting information products and services in university libraries in Kenya, but it is not given the attention it deserves and/or is poorly coordinated. Marketing avails university libraries the unique opportunity to provide quality, and demand‐based and user‐oriented information products and services.Research limitations/implicationsThe paper used mainly literature surveys of currently published articles and the researcher's professional experience.Practical implicationsThe paper offers reasons, strategies or initiatives and recommendations on how to make university libraries the destination for the user population. In this respect, university libraries should be proactively involved in marketing of information products and services to the user population.Social implicationsUniversity libraries in Kenya should involve themselves actively in marketing and promotion of information products and services to the information audience. This helps to create awareness among the user population leading to increased use of information products and services in the libraries.Originality/valueThe paper highlights various marketing initiatives of making university libraries in Kenya the destination for the user population. Also, the paper explores recent innovative strategies for marketing information products and services. Marketing helps university libraries to: market and promote information products and services, provide innovative products and services, understand the needs and demands of the information audience or user population, plan service provision, and provide efficient and effective information products and services.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
