Techniques used to market the library: case studies of United States International University (USIU-A) library and the Kenya National Library Services (KNLS)

Abstract

This study investigated the effectiveness of the techniques used to market the library. Among the areas looked into were: the different marketing techniques being used in libraries today; evaluating their effectiveness in selling the library services to users and non-users; feedback from users about their satisfaction/ dissatisfaction in using the library; and also finding out the extent to which library staff have been instrumental in marketing the library services and products. Two libraries: United States International University (USIU-A) and the Kenya National Library Services (KNLS) were the case studies. Data was collected using questionnaire and observation methods. Data was analysed using SPSS software. The study found out that various marketing techniques were actually being used in the two libraries studied. However these marketing techniques were not fully effective in marketing library services to users and non-users. Furthermore the study also found out that users prefer some services in the library to others depending on the degree of marketing of each service. Users sometimes prefer ed using other information providers than the library due to various reasons that have to do with marketing techniques. Users also gave various reasons why they are not fully satisfied with using the library among them failure by the library to do user surveys, not welcoming user suggestions, lack of evaluation of services etc. The study therefore came up with recommendations and various solutions that can, be applied to modern libraries today in order to solve this problem of ineffective marketing techniques in libraries. These include: having marketing plans for in libraries; have operational marketing departments in libraries; making marketing of services to users more effective and embracing new technology in libraries