EXPLORING MARKETING STRATEGY BY LIBRARIANS FOR ADVANCING THE USE OF LIBRARY RESOURCES AND SERVICES IN UNIVERSITY LIBRARIES IN SOUTH-SOUTH, NIGERIA

Abstract

This study investigates the application of two marketing strategies market development and market segmentation by librarians to promote library resources and services to both existing and new users in university libraries. A descriptive survey research design was employed, focusing on six federal and six state university libraries in South-South, Nigeria. The study population comprised 238 librarians, and data were collected from a sample of 382 registered library users via questionnaire. Hypotheses were tested at a 0.05 significance level. The findings revealed a low extent of application of market development strategy but a high extent of application of market segmentation strategy. Furthermore, a significant difference was found between the mean ratings of librarians and users regarding the perceived application of market development strategy. In contrast, there was no significant difference in their perceptions of the application of market segmentation strategy. The study concludes that while librarians effectively segment their user base, strategies to develop new markets and attract non-users are underutilized. It recommends that libraries actively broaden their user base through partnerships with academic departments, research institutes, and external communities. Initiatives such as mobile library services, collaborations with professional bodies, and enhanced off-campus access to digital resources are essential for market development. The study affirms the necessity of marketing for library growth and relevance, advising that effective market segmentation practices be sustained while significantly strengthening market development efforts.