Journal of Library Services and Technologies, 6(2), 179 - 192, 2024

ISSN: 2636-7424 (Online), https://credence-publishing.com

DOI: http://doi.org/10.47524/jlst.v6i2.180

Marketing mix: A strategic tool in promoting information products and

services in libraries for competitive advantage
Caroline Amarach Okoro, PhD' and Olusola Olowookere, PhD1
Department of Library and Information Science
Michael Okpara University of Agriculture, Umudike, Abia State, Nigeria
E-mail: 1 [email protected], [email protected]

Abstract
In an era marked by rapid technological advancements and information proliferation, libraries are faced with
unprecedented challenges of effectively marketing their information products and sendees to remain relevance, meet
the evolving needs of their patrons and be at the competitive edge. This opinion based piece explores the strategic
application of marketing mix-comprising products, price, place, promotion, people, process, and physical evidence-
as a vital tool for libraries to effectively promote their information products and services. By adapting the principles
of the marketing mix to the unique context of libraries, they can enhance their service offerings, engage more
effectively with their communities, and secure their position in an increasingly digital world. The study reviewed the
concept of marketing, information products and services in libraries, conceptual clarification of marketing mix,
highlights and its application in libraries, explained the potential opportunities and challenges of implementing
marketing mix strategies in libraries. It also recommended among others that libraries should place the needs and
preferences of their users at the forefront of their marketing mix strategies. This involves regular user surveys, focus
groups, and feedback mechanisms to gather insights on what user’s value most among others.

Keywords: Information products, services, marketing, marketing mix

Introduction Essentially, users of libraries are

Libraries in the current information increasingly losing trust in traditional library
environment, may not be able to provide operations. Most of them are currently
customized information services, distinguish patronizing other information service
their values, withstand current competitive providers (ISPs) who are ever ready to serve
information environment, or eyen adapt in a them better. In the words of Martin (2012),
rapidly evolving landscape of information with abundance of online technologies
products and services without marketing available, users now have the ability to
mix framework. This is because the current access libraries 24/7 through numerous
information environment has become online tools and platforms. According to
competitive due to the proliferation of Jamaidin et al. (2014), these days, users are
modem technologies and information visiting the physical library less. They want
explosion. Libraries once seen as primarily instant access to information and are using
as repositories of physical books, are commercial search engines more than in the
currently evolving into a dynamic past. Research is becoming very ‘me’-
information hubs, offering a wide array of centric, with users growing less aware of the
digital resources and services. This new value of the library and less aware of how
information environment has created a the library can meet their information needs.
situation in which, libraries no longer hold By this, they introduce low patronage and
their role and place in this technological underutilization of information products and
environment (Jamaidin, Abdul Kadir, services in most libraries. Thus, the current
Hashim, Ahmad & Mansor, 2014). research portrays the view that this situation
could be reversed by libraries through the

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 Caroline Amarach Okoro and Olusola Olowookere: Marketing mix: A strategic tool in
promoting information products and services in libraries for competitive advantage

application of marketing principles such as Marketers must conduct thorough research

marketing mix framework. This can be to uncover these motivations and design
dtailored to their unique context. In products, services, and communications that
synthesizing Acutt (2020) and Mind Tools resonate with the target audience.
(2021), asserted that whether a company Adekunmisi (2013) defined it as a strategy
sells products or services, their success taken by management to identify, anticipate
ultimately depends on four components, and supply customers' requirement
collectively termed, the marketing mix, to efficiently. It consists of studying the target
wit; product, place, price, and promotion. market’s needs, planning and designing of
Marketing is an organization's strategy for appropriate products and services, using
attracting and keeping customers effective communication and promotion,
consistently loyal to its product/service pricing and distribution methodology to
offering through satisfying their needs better inform, motivate, and serve the market.
than similar products or services can do. It is Strategically, marking could be
also the understanding of the behavioural achieved in organizations such as libraries
tendencies of customers through research, so via marketing mix (MM). Philip Kotler
as to know what guides their buying (2014) defined marketing mix as set of
decisions and why they prefer a particular controllable variables that organizations can
product/ service to another: a way of seeking use to influence the buyer’s response. A
how to satisfy customer's needs better than combination of different marketing decision
competitors and providing superior customer variables, strategies, and tactics used by
value. Marketing is deeply rooted in the organization or individual to promote its
study of consumer behavior, as it provides brand or product in the market. Marketing
critical insights into what drives customers' mix comprises of product, price place,
buying decisions and their preferences for promotion, people, process and physical
certain products over others. This evidence which provides a comprehensive
understanding is crucial for developing framework that can be adapted to meet
strategies that effectively meet consumer information needs of users of libraries.
needs and influence purchasing behavior. Recent studies emphasize the importance of
According to Kotler and Keller (2019), marketing strategies in enhancing library
consumer behaviour encompasses the services. For instance, Adetoro and
psychological, social, and cultural factors colleagues (2019) underscored the necessity
that influence how individuals or groups of rethinking library services through the
select, purchase, use, and dispose of goods, lens of marketing to align with the
services, ideas, or experiences. They argue expectations of modem users. Similarly,
that marketing success depends significantly Khan and Bhatti (2020) highlighted how the
on understanding these factors because they strategic application of marketing tools can
allow businesses to align their offerings with significantly boost user engagement and
the desires and expectations of their target satisfaction in academic libraries. These
market. Solomon (2020) opined that insights suggest that by employing a well-
consumer behavior is not just about structured marketing mix, libraries can not
understanding what people buy, but also only promote their information products and
why they buy it. He emphasizes that services more effectively but also secure a
consumers are motivated by a variety of competitive advantage in an increasingly
factors, including personal needs, social digital world.
influences, and psychological triggers.

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promoting information products and services in libraries for competitive advantage

However, the transition from Information products in libraries

traditional to modem marketing practices is include newspapers, magazines, books,
not without challenges. Libraries often face eBooks, newsletters, trade and product
budget constraints, resistance to change, and bulletins, directories, CD-ROMs, interactive
the need to balance their public service video, film or other digital products,
mission with new revenue-generating electronic journals, online courses,
models (Smith & Fisher, 2021). Yet, these Webinars, internet resources, electronic
obstacles present opportunities for magazines, electronic newspapers and
innovation. As libraries redefine their roles archives e-theses, conference papers,
in the community, the strategic use of the government documents, monographs and
marketing mix can help them navigate these research reports. Also, products in libraries
challenges and emerge as vital, adaptive are not limited to traditional library
institutions in the 21st century. This paper materials but encompass a broad spectrum
argues for the necessity of a marketing- of digital resources such as Access to Global
oriented approach to ensure that libraries Online Research in Agriculture (AGORA),
continued to remain relevance and Health Internetwork Access to Research
competitiveness in the digital age. It dwells Initiative (HINARI), The Essential
on information products and services in Electronic Agricultural, Library (TEEAL),
libraries, the meaning of marketing, Information Management Research Kit
conceptual clarification of marketing mix, (IMARK), Nigeria (NUC) Virtual Library,
application of marketing mix in libraries, Online Access to Research in Environment
opportunities of implementing marketing (OARE), Directory Open Access to Journal
mix in libraries as well as challenges in (DOAJ). Pubmed, Digital Achieves for
implementing marketing mix in libraries. Biometrical and life Sciences Journal
Literature, Scientific Information (SCIRUS),
Information products and services in Dgroups, Jstore, LAN-TEEAL, ProQuest,
libraries Readable, Dspace etc. Fundamentally,
A product is regarded as anything that can information products are much valued in
be offered to a market to satisfy need or their content. The value added to producing
want. The concept of product is not usually information products are pervasively
limited to physical objects. Thus, the term influenced by the context of their use and
product includes much more than just satisfaction of their users via information
physical goods or services. Anything services in libraries. This is why information
capable of satisfying a need or want could products in libraries are professionally
be called a product. Products include structured in a specific format by librarians -
experiences, persons, places, organizations, those who are professionally trained in the
information, and ideas or a combination of science and art of establishing, collecting,
two or more of these. Products that exist in organizing and managing information
libraries are called information products. products and services.
Information products are items that have Information service are defined as
been delivered from one or more sources of set of activities that librarians or information
information to meet the information needs of professionals performs in library in order to
users of libraries. Information products are satisfy user's information needs. Information
also those products that its core is services that exist in libraries, include user
information or knowledge based. education, circulation, indexing and
abstracting, consultancy services, Selective

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Caroline Amarach Okoro and Olusola Olowookere: Marketing mix: A strategic tool in
promoting information products and services in libraries for competitive advantage

Dissemination of Information (SDI), Current offerings that have value for customers,
Awareness Services (CAS), lending clients, partners, and society at large. The'
services, inter-library loan and document organization added that it is the management
delivery services, literature search and process for identifying, anticipating and
compilation of a subject bibliographic satisfying customers ‘needs at a profit. The
service, reference services, translation UK Chartered Institute of Marketing (CIM)
services, referral services: Online Public (2009) on their own defined marketing as
Access Catalogue (OPAC) Services, ICT the management process and an activity
services etc. Information services in libraries which identifies, anticipates and satisfies
are quite valuable to library patrons. customers’ requirement profitably.
According to the American Library Marketing is an organization's strategy for
Association (2014), the goal of information attracting and keeping customers
services in libraries is to provide the consistently loyal to its product/service
information sought by the user. Information offering through satisfying their needs better
services in libraries, anticipate as well as than similar products or services can do. It is
meet users' information needs. However, also the understanding of the behavioural
majority of users are not aware of tendencies of customers through research, so
information products/services that exist in as to understand what guides their buying
libraries. Also, most librarians do not seem decisions and why they prefer a particular
to understand the need of promoting this product/service to another: a way of seeking
understanding among users via marketing how to satisfy customer's needs better than
and principles of marketing such as competitors and providing superior customer
marketing mix. value.
In library nomenclature, marketing
Meaning of marketing refers to the strategies and techniques used
There is no single universally accepted by librarians to promote library services,
definition of what is conceptually defined as resources, and programs to community or
marketing but a whole spectrum, shows the target audience. This can include activities
diversity of perspectives adopted by such as creating promotional materials,
different writers. Adekunmisi (2013) advertising events, utilizing social media,
defined marketing as strategies taken by and engaging in outreach efforts to raise
management to identify, anticipate and awareness and increase usage of library
supply customers' requirement efficiently. offerings. The concept of library marketing
Kotler and Armstrong, (2014) stated that was first introduced by Kotler and Levy in
marketing is the process by which 1969 (Garaofallou, Siatri, Zafeiriou, &
companies create value for customers and Balampanidou, 2013; Chandratre &
build strong customer relationships in order Chandrate, 2015). It was through the phase
to capture value from customers in return. long time ago where at that time researchers
Aside this, organizations such as American noticed the important in implementing a
Marketing Association (AMA) and the UK marketing strategy for the library to increase
Chartered Institute of Marketing (CIM) have user satisfaction. Libraries are actually, non­
defined the term 'marketing' differently. The profit organizations where the intention is
American Marketing Association (AMA) not to sell the goods but more to provide
(2013) defined marketing as the activity, set services to their users. Librarians, still do
of institutions, and processes for creating, not pay adequate attention to promoting
communicating, delivering, and exchanging their services via marketing of information

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Caroline Amarach Okoro and Olusola Olowookere: Marketing mix: A strategic tool in
promoting information products and services in libraries for competitive advantage

products and sendees. Garaofallou, Siatri, Product'. Product is the first and the most
Zafeiriou and Balampanidou (2013) added important marketing mix element. A product
that the concept of "selling” is still a taboo is a bundle of benefits offered to satisfy
to many of the librarian outside there. consumer needs. Kotler and Armstrong
describe a product as anything offered to a
Marketing mix (MM): A conceptual market for attention, acquisition, use, or
clarification consumption that might satisfy a need or
Marketing mix (MM) as a term is used to want (Kotler & Armstrong, 2012). It can
describe the combination tactics used by a also be regarded as a solution to a problem
business to realize its goals by marketing its that confronts the customer. Product
products or sendees effectively to a provides the foundation upon which the
particular target customers group CIM entire marketing is built. Product can be an
(C1M. 2009). According to Philip Kotler idea, a personage, a service or a tangible
(2014). marketing mix are set of controllable object.
variables that organizations can use to
influence the buyer’s response. With these Promotion: The second element of
variables, organizations can focus on the marketing mix is promotion. Promotion is
achievement of their main objectives: the communication aspect of the marketing
profits, sales volume, market share, return mix. It is any form of communication a
on investment (Isoraite, 2016). Marketing business or organization uses to inform,
mix is a combination of different marketing persuade or remind people about its
decision variables, strategies, and tactics products/services and improve its public
used by organization or individual to image. It is creating a channel for
promote its brand or product in the market. conversation with the target market.
The term marketing mix was coined in an
article written by Neil Borden who started Price: The third element is place. Place
teaching the term after he learned about it simply means the area where customers can
from James Culliton who in 1948 described easily have access to the product. Goods are
the role of the marketing manager as a mixer produced to be sold to customers; they have
of ingredients; one who sometimes follows to be made ready to the customers at a
recipes prepared by others, sometimes suitable place where they can handily make
prepares his own recipe as he gives along, deal. It is usually good for consumers of a
sometimes, adapts a recipe from imitating particular product be conversant with the
available ingredients, and at other times place where they can get access to a product
invents new ingredients no one else has of their choice. According to Aqilah,
tried. Marketing mix consists of product, Razilan, Dang, Masitah and Ahmad (2014),
price, place, promotion, people, process and consumer can buy a product but the ease of
physical evidence In synthesizing Acutt finding the product, finding information
(2020) and Mind Tools (2021) asserted that about the product and buying the product
whether a company sells products or matters a lot.
services, their success ultimately depends on
four components, collectivelytermed, the Price: Price is the fourth element in the
marketing mix, to wit; product, place, price, marketing mix concept. Price is the sum of
and promotion. all the values that customers give up to gain
the benefits of having or using a product or
service. It covers activities associated with

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promoting information products and services in libraries for competitive advantage

establishing pricing objectives, strategies service in any organization. Most libraries,

and determinants of product prices. have not actually been paying adequate
Therefore, price represents the agreed value attention to marketing mix elements.
of an exchange. Pricing is the marketing
activity that determines the price of the Application of marketing mix in libraries
product on the basis of costs as well as The application of marketing strategies in
market factors such as distribution channels, libraries has gained significant attention in
discount structure, competition prices, recent years, as these institutions seek to
ability and willingness of customers to pay remain relevant and competitive in the
and so on. It is a major factor that digital age. The marketing mix, consisting of
detennines sales of any product. Product, Price, Place, Promotion, People,
Process, and Physical Evidence, has been
People: People is the fifth element of identified as a comprehensive framework
marketing mix. People define the service of that can be tailored to meet the unique needs
any organization such as libraries. If you of libraries. Marketing mix sits at the nexus
have a hotel business, your chef, defines between libraries and their users.
you. If you have a restaurant, your chef and Connecting with users to make them aware
service staff defines you. If you have an of the rich array of library resources and
institution, your faculty members, staff and services, plus the infrastructure available to
students defines you. In the case of libraries, them is often a challenge (Aqilah, Razilan,
staff/personnel such as librarians, Dang, Masitah & Ahmad, 2014).
paraprofessionals, and library officers
particularly stand as determinants to quality Product: It is then quite necessary for
library services. They are part of the libraries focuses on highlighting the diverse
essential ingredients in the provision of range of information products and services
effective information service among users. they offer to their patrons, emphasizing their
They can make or break its activities. values and relevance to different segment of
users to attract them and also to satisfy their
Process: Another important element in mix information needs. Libraries do not acquire
marketing is process. This involves the or subscribe to information products just to
range of activities in the creation and preserve them in libraries. Rather, to make
delivery of products and services in them available and create access to them in
organizations including libraries. Every order to satisfy the information needs of
activity in every organization requires and their user community. Product and Service
involves a process and this has to be taken in libraries involves expanding beyond
cognizance to avoid brake in transmission of traditional book collections to include digital
ideas in organizations. resources, such as e-books, databases, and
online journals. Adetoro et al. (2019), argue
Physical evidence: The last element, is that offering a diverse range of products is
physical evidence. This is concerned with crucial for libraries to cater to the evolving
the physical surrounding of every information needs of their users. Similarly,
organization from which a service is Wang and Dawes (2020), emphasize the
delivered, and with other tangible elements importance of user-centered service design
in a service episode. These elements must in academic libraries, suggesting that a well-
strategically be put into consideration while rounded product offering enhances user
consider marketing of any product and satisfaction and engagement.

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promoting information products and services in libraries for competitive advantage

physical space to create a more welcoming

Price: in the service organization such as and functional environment, which in turn
library, the psychological role of price is not can increase foot traffic and community
magnified because users of libraries do not involvement. Also, in an online
rely on price as the sole indicator of service environment, libraries always consider place
quality. More so, library services are as important aspect of marketing mix to
intangible in nature. Cost in library services maximize accessibility and visibility. This
means the time and energy the user puts into includes ensuring convenient hours of
accessing the library services (Kotler and operations, optimizing the layout and
Armstrong, 2014). Libraries as service signage within library branches and
organizations over time regard "fair use" as maintaining user-friendly digital platforms
their watchword while dealing with user for accessing resources remotely. Moreover,
price related issues. In marketing mix the importance of a robust digital presence
perspective, libraries have continued to has been underscored by many scholars,
maintain fairness to avoid unwanted metal particularly in the context of the COVID-19
and physical efforts and exposure of users to pandemic. According to Pappas and Carbo
negative sensory experiences. However, (2022), the pandemic accelerated the need
activities such as printing, preparation of for libraries to strengthen their online
bibliographies, accessing online resources services, enabling them to reach users who
on behalf of users, reprographic services, may not visit the physical library.
information repackaging, information
brokerage etc., requires pricing as most of Promotion: Promotion is a means by which
them are cost effective. With the an organization communicates with its
improvement upon these activities, libraries customers. Promotion therefore remains a
will assume a competitive edge among their critical aspect of the marketing mix.
competitors when they are professionally Promotion, remains a means of
done. Hart and Underwood (2019), highlight communicating the value of library services
that such strategies, when carefully to potential users. Khan and Bhatti (2020)
balanced, can support the financial highlight the role of targeted promotional
sustainability of libraries without strategies, such as social media campaigns,
compromising their public service mission. community events, and partnerships with
local organizations, in increasing awareness
Place: Place, simply means taking the and utilization of library resources.
product to where customers can easily have Similarly, Perera (2023) notes that libraries
access to it. In marketing sense, the best must adopt innovative promotional
place where libraries should be located is in techniques to stay visible in a crowded
a serene environment not close to the information marketplace, suggesting that
highway or noisy areas in the city. Also, personalization and direct marketing can
libraries are always naturally located effectively capture the attention of specific
centrally at places where users' community user segments. Promotional tactics are quite
can easily have access to them to avoid necessary in libraries because through this
much transportation. So users of library are process, awareness of existing products in
always duly considered while planning a libraries are created to attract users of
place to situate a library and this is part of libraries. Promotion as a mix marketing
marketing mix. Ahmad and Syed (2021) strategy in libraries could be achieved using
explore how libraries can enhance their the following techniques: radio programmes,

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piomoting information products and services in libraries for competitive advantage

television programmes, billboard, internal performance within the company, ultimately

bulletins, direct email alert, brochures and improving global performance (Mir-Bernal,
catalogues, signs, in-store displays, poster & Sadaba, 2022). Aso, Bandyopadhyay and
campaigns, book display, display of new Boyd-Thomas (2020) assert that investing in
arrivals in a sliding glass-door box, bulletin staff training and development not only
boards, pictures, postures clippings, improves service delivery but also enhances
programme orientation, Online OPAC, the overall user experience, making libraries
mobile apps, motion pictures, Web Site more competitive. Additionally, Steele and
pages, banner adds, etc. Baker (2021) highlight the importance of
fostering a culture of customer service
People: People are the very purpose of any within libraries to ensure that all user
organization such as library. People define a interactions are positive and engaging.
sen ice. If you have a hotel business, your
chef, defines you. If you have a restaurant, Process; Another important element in mix
your chef and sendee staff defines you. If marketing is “process”. This involves the
you have an institution, your faculty range of activities in the creation and
members, staff and students defines you, In delivery of library services and the process
the case of libraries, staff/personnel such as put in place to guide users of libraries. Every
librarians, paraprofessionals, and library activity in libraries involves processes.
officers particularly stand as determinants to Library user may be taken through these
their progress. They are part of the essential processes via user education or library tour
ingredients in the provision of effective or orientation. The value of this depends
information service among users. They can much on the efficiency of the process. The
make or break its activities. Good timeliness, quality of information product
information services are not likely to be and service delivery in libraries, revolve
delivered by people who are unskilled, around process efficiency. For instance, the
incompetent or de-motivated. It is necessary final outcome of knowledge organization in
that libraries recognize the value of its the library depends on how well the
human resources and make sure that their cataloguing and classification processes are
welfare are never neglected in any form to done. Johnson and Allen (2018) discuss how
help them achieve their overall objectives. streamlining processes, such as cataloging,
Therefore for libraries to market their circulation, and digital access, can
information products and services, they must significantly improve user satisfaction and
let go of sentiments and employ staff who reduce operational costs. They argue that
can competently do their jobs with good process innovation is key to keeping up with
motivation strategies. It could also be the fast-paced changes in the information
reasonable for library administrators to landscape.
always get involved into getting their staff
trained to enhance their users’ service skills Physical evidence: This is concerned with
and knowledge of information products and the physical surrounding from which a
services. An important marketing task is to service is delivered, and with other tangible
set standards to improve quality of services elements in a service episode. Physical
provided by staff and monitor their evidences in libraries has to do with
performance. This improves internal facilities, design of the building, signage,
communication and makes employees more employees dressing, library cards and
aware of the importance of their designs. Thus libraries should pay attention

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Caroline Amarach Okoro and Olusola Olowookere:
Marketing mix: A strategic tool in
promoting information products and services in libraries
for competitive advantage
to the presentation of staff, atmosphere and
ambience, the design of the premises,
2. Diverse revenue streams
cleanliness, colour palettes, tidiness’
opportunity: Marketing mix also
signage, heating, seating, accessibility and presents an opportunity for libraries
lighting. A library with old decor and design to explore diverse revenue streams.
with definitely create a negative picture in Libraries can develop fundraising
the minds of their users even if the inside is initiatives, offer paid workshops or
clean. These elements must also be taken classes, and introduce value-added
cognizance of in the online environments. services that enhance the user
Although in an online environments experience while contributing to
physical evidence is extremely limited but financial sustainability (Hart &
should be strategically considered. Smith Underwood, 2019). Aside this,
and Fisher (2021) explore how libraries can libraries can emphasize their free
enhance their physical and digital service or minimal fees, making
environments to create a more user-friendly them accessible to all, particularly
and inviting experience. They emphasize low-income users.
that attention to physical evidence can
differentiate a library from its competitors, 3. Enhanced accessibility of
making it a preferred choice for users. information products and services:
Physical accessibility, ensures that
Opportunities for implementing libraries are easily accessible with
marketing mix in libraries convenient locations and extended
Implementing the marketing mix in libraries hours to serve a broad audience.
offers a strategic approach to generally Also, development of online
enhance their services and reach more users. presence through websites and
Specifically, the 7Ps of the marketing mix- mobile applications ensures that
Product, Price Place Promotion, People, libraries provide access to more
Process and Physical Evidence when applied digital collections and services
in libraries could result to the following: remotely. Marketing mix can also
leverage technologies for enhanced
1. More Information Products in service delivery opportunity. By
libraries: Marketing mix ensures a investing in digital platforms,
diverse and relevant collection of libraries can offer remote access to
information products such as resources, personalized user
books/e-books, digital resources, and experiences, and virtual services,
sendees that meet the needs of users. thus expanding their reach beyond
It also ensures service expansion that the physical space (Pappas & Carbo,
attracts different user segments. In 2022).
the words of Khan & Bhatti (2020),
one of the key opportunity for 4. Building a strong brand Identity:
implementing marketing mix in Marketing mix provides libraries
libraries is its potential to engage with the tools to build a strong brand
more users. These partnerships can identity, which can enhance their
provide additional resources, expand visibility and reputation within the
the library's reach, and enhance its community. Through consistent
visibility within the community. messaging, quality service delivery,

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Caroline Amarach Okoro and Olncnio m- ,
promoting information products and services in'Tib° ere: MarketinS .mix^ A strategic tool in
1 uuvts dnu services in libraries for competitive advantage
and strategic promotion, libraries can
satisfaction is a consequence of a
position themselves as essential
series of their experiences. Positive
community resources (Perera, 2023).
experiences of users of libraries
A library might develop branding
comes through the information
campaign via outreach programmes
products and services that create
in local communities, schools and
value for them and provides them
urban areas to raise awareness of with satisfaction. When users of
library services and highlighting its libraries are satisfied in terms of
role as a center for lifelong learning. services, this will in turn give the
They can also utilize using social libraries a notable edge over their
media platforms to engage with competitors.
community, promote events and 7. Physical evidence'. Implementation
share updates, community events or of marketing mix in libraries also
collaborate with other libraries to create the opportunity of seeing the
reinforce this identity. need of creating a welcoming and
comfortable library environment
5. People: Through marketing mix, with clear signage and well
libraries could see the need of maintained facilities.
investing in staff training to improve
user services and their ability t to Potential challenges in implementing
assist users with diverse needs. marketing mix in libraries
The implementation of the marketing mix in
6. Process'. Implementation of libraries presents both challenges and
marketing mix in libraries also opportunities. While the marketing mix can
creates the opportunities for libraries significantly enhance a library's ability to
to see the need of streaming meet user needs and stay competitive,
processes such as collection several factors can either impede or facilitate
development processes, cataloguing its effective application. Factors such as:
and classification of information Z Budget constraints: One of the most
materials, circulation processes significant challenges libraries face
(borrowing, membership sign-ups, in implementing marketing mix is
and event registration) to enhance limited financial resources. Many
users' experience. Implementing the libraries, especially public and
marketing mix also allows libraries community-based institutions,
to become more responsive to the operate on tight budgets that can
needs and preferences of their users. restrict their ability to invest in new
By regularly gathering feedback and products, services, or promotional
analyzing usage data, libraries can activities (Smith & Fisher, 2021).
tailor their services and promotional This financial constraint can hinder
efforts to better meet the the ability to diversify offerings,
expectations of their patrons (Wang improve physical and digital spaces,
& Dawes, 2020). As Do and Vu and conduct effective marketing
(2020), rightly pointed out, campaigns. While there may be a
improving customer satisfaction is a demand for new digital resources or
fundamental concern for continued extended library hours, insufficient
business, hi many libraries, user

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 A s™eglc tool i„
F F ucis ana services in libraries for competitive advantage
funding may prevent these from
being realized strategies within the marketing mix
□ Resistance to change: Another major (Pappas & Carbo, 2022). A library
may struggle to maintain an effective
obstacle is resistance to change, both
digital presence or provide seamless
from within the library staff and
access to e-resources if it lacks the
from the community. Staff members
necessary technology and skilled
may be accustomed to traditional personnel.
ways of operating and may be _ Measuring the impact of marketing
hesitant to adopt new marketing efforts: Evaluating the success of
strategies or technologies. marketing strategies can be difficult
Additionally, some users may resist for libraries, as the impact of
changes to services they are familiar promotional activities and service
with, making it difficult to introduce changes on user engagement and
new initiatives (Steele & Baker, satisfaction may not be immediately
2021). Implementing a tiered apparent. Additionally, libraries may
membership model or charging fees lack the tools or expertise to track
for certain services could be met and analyze marketing data
with pushback from patrons who are effectively (Bandyopadhyay &
used to receiving services for free. Boyd-Thomas, 2020). While a
I I Balancing fair use and revenue library might invest in social media
generation: Most libraries often marketing, it may not have the
struggle to balance their public means to accurately measure whether
service mission with the need to this investment has led to increased
generate revenue. While introducing patronage or resource usage.
fees or paid services can help sustain
operations, it can also alienate users Conclusion
who expect free access to While the implementation of the marketing
information (Hart & Underwood, mix in libraries comes with great
2019). Striking the right balance opportunities, it also present serious
between accessibility and financial challenges for its sustainability. By
sustainability is a delicate task. strategically addressing these challenges and
Charging for premium services or capitalizing on the opportunities, libraries
memberships may lead to can enhance their services, meet the
perceptions of exclusivity, which evolving needs of their users, and secure a
could be at odds with the library's competitive edge in the information
mission to serve all members of the landscape.
community. To effectively implement the marketing
1 I Technological Limitations: The rapid mix and maximize its potential, libraries
pace of technological change poses a should consider the following
significant challenge for libraries, recommendations:
particularly in ensuring that their 1. Libraries should seek out for grants
digital offerings remain up-to-date from government agencies, non­
and accessible to all users. Limited profits, and private foundations that
technical expertise among staff and support educational and community
insufficient IT infrastructure can initiatives. Or focus on marketing
hinder the implementation of digital activities that offer the greatest

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189
 promoting informationXucte and s^ceTiXmries '°01 “

return on investment such as bindery

Acutt, M. (2020). The 4Ps of marketing. The
services, indexing and abstracting
Marketing
services, ICT services etc.
Adekunmisi, S. R. (2013). Strategies for
2. Libraries should involve staff and
Marketing Library Services and Information
users early in the process of products in
implementing the marketing mix.
Nigeria. Global Advanced Research
When people feel that their opinions Journal ofEducational Research and
are valued and that they have a say in Review, 2(12), 240-245.
changes, .they will be more likely to https://beta.gatj.org/gaijerr/pdf/2013/
I support initiatives. December/Adekunmisi.pdf.
3. Libraries should educate staff and Adetoro, N., Olayemi, O. B. & Akmola, J.
users on issue of fair use to ensure O. (2019). Marketing library services
that the have a clear understanding of in academic libraries: A framework
what constitutes fair use under for effective implementation. Library
copyright law Philosophv and Practice (e-journal,
4. Libraries should learn how to adopt 2564.
technologies gradually and also https://digitalommons.unl.edu/libph
conduct technology audit by ilprac
assessing the current state of the Ahmad, A., & Syed, N. (2021). Reimagining
library technology infrastructure, library spaces for the post-pandemic
identifying areas that need era: A study on user expectations and
improvement. This includes library design. Journal of Library
evaluating the age and functionality Space and Infrastructure, 8(2), 45-
of hardware, software, Internet 62.
connectivity, and digital platforms. Aqilah, J, Razilan, A. K., Dang, M. H,
5. Libraries should always conduct Masitah, A. & Ahmad, N. M.
quarterly surveys to assess user (2014). Impacts of marketing mix on
satisfaction and identify gaps in the usage of library services towards
current offerings. Use this data to library users’ satisfaction. Global
inform decisions on product Journal of Business. Social Sciences
diversification, service delivery, and Review, 2(3) 29 — 34.
promotional strategies.
6. To overcome internal resistance to Bandyopadhyay, T., & Boyd-Thomas, J.
change and improve service delivery, (2020). Staff training and
libraries should invest in continuous development in libraries: A critical
professional development for their factor for service excellence. Journal
staff. Training programs should of Library Management, 42(5), 371-
focus on user service, digital literacy, 385
and the latest marketing techniques. Canzoneri, B. R. (2015). Why a marketing
These could be achieved via training background is a good fit for the library
programs that includes workshops on profession.
new technologies, customer Chan, C. (2012). Marketing the academic
engagement, and marketing best library with online social network
practices. advertising. Library
Management, 33(8/9), 479-489.
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