Leveraging competitive intelligence for successful marketing of academic library services

Juliana, Iwu-James and Yacob, Haliso and Goodluck, Ifijeh (2020) Leveraging competitive intelligence for successful marketing of academic library services. New Review of Academic Librarianship, 26 (1). pp. 151-164.

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Academic libraries are increasingly becoming affected by intrusive and disruptive technologies, changing user needs, and alternative information providers who offer similar services as the library. The dilemma of academic libraries is evident, based on the declining support from parent institutions and decreasing patronage. In the face of stiff competition, their response has to be rapid in order to preserve their position. Academic librarians cannot effectively prepare for the future or position themselves until they understand the nature of their competitors and what draws the customers to them. To remain relevant, librarians must re-strategize their marketing techniques using competitive intelligence (CI). The article explores practical application of CI principles and strategies to the marketing mix variables of academic libraries. It identifies competitive strategies that could give library marketing a competitive edge.

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Faculty of Law, Arts and Social Sciences > School of Education
Depositing User: mrs chioma hannah
Date Deposited: 20 Apr 2023 07:31
Last Modified: 20 Apr 2023 07:31
URI: http://eprints.gouni.edu.ng/id/eprint/3975

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