Librarian’s Attitude, Perception and Skills for Effective Marketing Strategies in Libraries in a Changing World

Abstract

The study was an attempt to study librarian’s attitude, perception and skills for application marketing strategies in library and information centers in the changing world occasioned by innovations. Relevant literatures relating to the study were reviewed. It was a descriptive survey research and the population of the study comprised of 1,167 librarians working across libraries of various types (public library, academic library and research, and special library) in Nigeria through purposive sampling techniques. The study was guided by three research questions and the data was collected through validated questionnaire. The data collected were analyzed using statistical mean to answer the research questions. The theoretical framework for the study was marketing mix theory by McCarthy. The findings of the study revealed an overall mean rating of Xar3.19 which showed that librarians in Nigeria had positive
attitude toward the application marketing strategies for library and information services. The respondents had positive perception toward the application of marketing strategies in libraries with an overall mean rating of Xar3.06. The study revealed an
overall mean rating of Xar3.05 of the research question on the skills and it is an indication that librarians have the skills required in the application marketing strategies for library and information services and needed to put it in use.