Application of place and promotion marketing strategies to library and information services in public universities,in Anambra state, Nigeria

Abstract

This study determined the application of place and promotion marketing strategies to library and information services in Nigerian public universities in Anambra State, Nigeria. Two research questions and two null hypotheses guided the study. Descriptive survey research design was adopted for the study. Seventy Nine librarians and library officers in public universities in Anambra State were studied without sampling. Structured questionnaire validated by three experts was used for data collection. The reliability of the instrument was done through trial testing and data analysis using Cronbach alpha yielded correlation coefficients of 0.78 and 0.82 for clusters B1 to B2 with an overall coefficient of 0.80. Mean, standard deviation and t-test were used for data analysis using Special Package for Social sciences (SPSS) version 23.0. Findings revealed that librarians and library officers agreed that they applied majority of the items listed on place and promotion marketing strategies to library and information services. However, they disagreed that most of the items on place as a marketing strategy are applied in this regard. Ownership of university did not significantly influence respondents’ mean ratings on application of place and promotion marketing strategies in library and information services. The researcher concluded that librarians and library officers do not adequately apply place and promotion marketing strategies to library and information services. It was recommended among others that; library management in public universities should expose librarians to marketing library services through capacity building programmes to up-date their skills in the application place and promotion marketing strategies to library and information services.