MEDIA DISCOURSE IN THE LENS OF TRANSITIVITY ANALYSIS

Abstract

This study aimed at analysing the implementation of marketing strategies in Academic Libraries in Developing Countries in the era of Information and Communication Technologies (ICTs). The objectives of the study were to; identify the marketing strategies implemented by academic libraries in Cameroon, determine the efficiency of marketing strategies implemented by academic libraries and to investigate the challenges faced by academic libraries in marketing their services. The study used elements from the Marketing Communication Mix Theory and employed an exploratory research design. Data were collected using an interview guide which was validated by subject experts in the information and marketing professions. Participants were selected from 2 Academic Libraries in Fako Division of the South West Region of Cameroon. Data collected were analysed thematically. The findings indicated that several electronic and non-electronic marketing strategies are used by these libraries, but these are inefficient and there is need for exploitation of more technological means of marketing. One of the recommendations of this study was that current Information and Communication Technology trends be adopted in marketing of academic libraries and that working documents be implemented in an all-inclusive manner to include staff at the operational, tactical and strategic levels who should be well trained to survive in the electronic environment