Towards adoption of competitive intelligence in marketing of library services in public university libraries in Southwestern Nigeria

Abstract

The use of competitive intelligence (CI) to market library services is a call for re-organisation of public university libraries. CI is an organisation mechanism that facilitates the transforming of competitive information into practical actions. The advent of technology in the educational services is gradually reducing users’ patronage to the library. This call for librarians to map out strategies of retaining the value of libraries and keep their patrons, In line with this, this study examined adoption of competitive intelligence in marketing of library services in public university libraries in Southwestern Nigeria. Related literatures were reviewed to have in-depth knowledge about the new trends that can enhance library marketing and promote library services. As a result, public library need to embrace innovative marketing approaches and leverage digital technologies, by so doing public university libraries can effectively promote their services and resources, thereby maximizing their impact on the academic community. Successful marketing is crucial to promoting university library services and optimizing their influence on research, teaching, and learning. Leveraging diverse communication channels, and understanding the requirements of library users should be paramount to librarians. It is very important that marketing strategies be continuously evaluated and adjusted to guarantee that library services continue to be pertinent and flexible in response to the changing requirements of the academic community.