Library and information centers have begun to realize that by using marketing principles and techniques, they can understand better their users' needs, justify finding, communicate more effectively with a variety of internal and external audiences, and achieve greater efficiency and result in delivering product and services that meet the identified needs of their client. In contemporary society, people can now easily access information and information-bearing resources on the go if they relate to their laptops, smartphones, iPad, etc. Even though users can have access to information via the internet and other technology, the fact remains that the place of the library in society cannot be put aside. As such, librarians are now dwelling in a highly competitive world of marketing.
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Information is an indispensable factor for promoting the development of society (Elavazhagan, n.d.). According to Ramadevi (2018) in Baquee and Sevukan (2019), marketing is an essential aspect of organizations irrespective of profit-making and non-profit making and the library is not an exception to it. However, Marketing of library and information services is a nascent development in developing countries (Kendadamath, n.d.). Dike (2009) in Horsfall (2020) observed that marketing involves advocating for libraries, publicizing resources and services, convincing people of the value and relevance of the library. It means not waiting passively for users but actively going out to seek them. A number of librarians around the world have gone to the streets, playgrounds, shopping centres, markets, etc. in search of users. Marketing can also involve envisioning the library as a business (from where the concept of marketing came) selling commodities to customers.
Adekumisi (2013) in Benson, Udo-Anyanwu, and Onuoha (2016) described the rapid growth of internet that it has drastically changed and transformed the way and manner which library and information product and services are offered and as well put the libraries and librarian at the center of hyper-competition. Adekumisi (2013) in Benson, Udo-Anyanwu, and Onuoha (2016) expressed that if librarians and libraries must survive, then marketing must be seen as a necessity. Library and information centers have began to realize that by using marketing principles and techniques, they can understand better their users needs, justify finding, communicate more effectively with a variety of external audiences and achieved greater efficiency and optional result in delivering product and services that meet the identified needs of their client. In contemporary society, people now easily access information and information- bearing resources on the go as long as they are connected with their laptop, smart phones, ipad e.t.c. Even though users can have access to information via the internet and other technology, the fact remains that the place of the library in the society cannot be put aside. Librarians are now dwelling in a highly competitive world of marketing (Benson, Udo-Anyanwu, & Onuoha, 2016). Three main factors, namely the information explosion, the technology revolution, and escalating library costs are responsible for encouraging the library profession to develop a marketing approach in its operations and services (Joseph & Parameswari, 2002).