Marketing of Information Resources and Services in Nigerian Libraries: The Myths and the Realities

Abstract

This paper examines the myths and realities of marketing
information resources and services in Nigeria. It discusses the
basic concept of marketing and why libraries should embrace
relationship marketing. It identifies among others three reasons
why libraries have failed to adopt the use of marketing principles
in their library practice as a simple misunderstanding of
marketing principles; lack of understanding of what marketing is
and involves, and disagreement about the role of the client in
determining libraries’ products and marketing mix. The paper
examine some of the myths and realities of marketing
information services in Nigerian libraries. It identifies old
fashioned belief, misunderstanding of marketing, conservation in
the job, old school syndrome among others as the myths not to
promote or market their services and resources because their
importance to society is apparent. This is followed by the
realities. The paper recommends among others that Nigerian
libraries should have a rethinking of marketing and that libraries
should reinvent themselves in order to have a better
understanding of marketing concepts particularly relationship
marketing that the obvious reason for marketing is to improve
the potential library users satisfaction.

KEYWORDS: Holistic Marketing Information Resources and Services; Information Marketing – Nigeria; Marketing – Myths and Realities; Relationship Marketing