Assessment of effectiveness of marketing strategies used by Sokoine Agriculture library (SNAL). Tanzania.
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Date
2012
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Publisher
University of Dar es Salaam
Abstract
This study was conducted at the Sokoine University of Agriculture in Morogoro Region. The aim was to assess the effectiveness of marketing strategies used by Sokoine National Agriculture Library (SNAL). Specifically, the study aimed at assessing the level of users' awareness of information resources available at SNAL, identifying strategies used to market usage of information resources and services and challenges faced by SNAL in marketing information services and resources. The study employed combination of data collection methods which were questionnaires, key informant interviews, focus group discussions and observation. The findings revealed that majority of information users were aware of most of the information resources and services except electronic resource sources such as TEEAL, E-grenary, CD ROMs and e-books. Few users were aware of these sources of information. The findings further revealed that SNAL faces challenges in marketing information resources and services. These challenges include lack of marketing plan, insufficient budget, inadequate feedback mechanisms, and absence of a dedicated unit for promotion and publicity and a satisfactory library guide. It is recommended that if SNAL wants to realize it vision of excellence in provision of information services to users, it must systematize the whole process of information marketing by establishing a marketing plan and should consider diversifying sources of funding.
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Available in print form
Keywords
Libraries, University and College, Information society, Sokoine Agriculture Library (SNAL), Marketing, Moshi Rural District, Tanzania
Citation
Ernest, E. (2012). Assessment of effectiveness of marketing strategies used by Sokoine Agriculture library (SNAL). Tanzania. Master dissertation, University of Dar es Salaam. Available at (http://41.86.178.3/internetserver3.1.2/search.aspx?formtype=advanced)