Investigating marketing of library services in selected academic libraries in Tanzania.

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Date
2006
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
This study examined Marketing of Library Services In selected academic libraries in Tanzania. It was conducted in the City of Dar es Salaam in four academic libraries, namely the University of Dar Es Salaam, Institute of Finance Management, Open University of Tanzania and the International Medical and Technological University. Data were collected through questionnaires, interviews and observation. Key findings revealed that the concept of marketing is new in Tanzania and not well understood by most librarians because it is not taught as a subject in Tanzanian Library Schools. The findings also revealed that academic libraries market their services using the website, information literacy, orientation, brochures etc to create awareness among users, still not all users (7%) are aware of the services provided by these libraries because the methods used are not very effective. The findings also show that all the surveyed libraries are faced with problems of financial constraints, staffing shortage, marketing skills, shortage of reading materials and equipment like computers. Funding is a major problem that hinders the effective marketing of library services. It was also found that these libraries lack marketing plans and strategies used are also not very effective. This study recommends the introduction of marketing concept in academic libraries. The study also recommends a review of marketing methods, an increase in funding by parent organizations and the need to put in place marketing plans, effective strategies, the training of library staff in marketing of library services and introduction of Marketing of Library Services in Library Schools. This study examined Marketing of Library Services In selected academic libraries in Tanzania. It was conducted in the City of Dar es Salaam in four academic libraries, namely the University of Dar Es Salaam, Institute of Finance Management, Open University of Tanzania and the International Medical and Technological University. Data were collected through questionnaires, interviews and observation. Key findings revealed that the concept of marketing is new in Tanzania and not well understood by most librarians because it is not taught as a subject in Tanzanian Library Schools. The findings also revealed that academic libraries market their services using the website, information literacy, orientation, brochures etc to create awareness among users, still not all users (7%) are aware of the services provided by these libraries because the methods used are not very effective. The findings also show that all the surveyed libraries are faced with problems of financial constraints, staffing shortage, marketing skills, shortage of reading materials and equipment like computers. Funding is a major problem that hinders the effective marketing of library services. It was also found that these libraries lack marketing plans and strategies used are also not very effective. This study recommends the introduction of marketing concept in academic libraries. The study also recommends a review of marketing methods, an increase in funding by parent organizations and the need to put in place marketing plans, effective strategies, the training of library staff in marketing of library services and introduction of Marketing of Library Services in Library Schools.
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Keywords
Library services, Academic libraries, Libraries, University and College, Tanzania
Citation
Margaret M. G. (2006). Investigating marketing of library services in selected academic libraries in Tanzania. Master dissertation, University of Dar es Salaam. Available at (http://41.86.178.3/internetserver3.1.2/search.aspx?formtype=advanced)