THE NEED TO MARKET LIBRARY SERVICES AND ITSCHALLENGES TO ACADEMIC LIBRARIANS: THE CASE OFDELTA STATE POLYTECHNIC LIBRARY, OTEFE-OGHARA

Abstract

ThispaperinvestigatedtheneedfortheDeltaStatePolytechnic Otefe, library to reshape the promotion techniques of her library’sproductsandservicesforimprovedservicedeliveryto fit in the present global information society. This has become necessary as the world experiences continuous technological development. The study therefore sought to determine the challenges to effective marketing and to identify strategies to effectively market library services at the Delta State Polytechnic, library, Otefe. The study is qualitative research and adopts a descriptive research design method. The study made use of a combination of case study and survey research methods. The study population includes all the seven (7) professional librarians of the Polytechnic library. Data collection was done through interview of all the target population. Data generated were analysed using content analysis. The findings of the study indicate that the librarians consider the existing promotion/marketing practices obsolete and none effective. The study therefore recommends the adoptionofcoremarketingprinciplesoflibraryservicesandproductstoreachouttocustomerstogaintheirconfidenceand remain relevant in the present dispensation.