MARKETING STRATEGIES FOR ENHANCING LIBRARY PATRONAGE: A STUDY OF FEDERAL POLYTECHNIC LIBRARIES IN SOUTH EAST, NIGERIA

ENEOGWE, Uchenna and Ugwuoti, Chizoba Cynthia and Nnamani, Blessing and Nwanosike, Chukwuebuka Angello and Amaechi, Mabel Oluchi (2025) MARKETING STRATEGIES FOR ENHANCING LIBRARY PATRONAGE: A STUDY OF FEDERAL POLYTECHNIC LIBRARIES IN SOUTH EAST, NIGERIA. European Journal of Marketing and Management Sciences, 8 (5). pp. 14-28. ISSN 2263-6684

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Abstract

This study explored marketing strategies for enhancing library patronage: a study of federal polytechnic libraries in South-East, Nigeria. Five (5) research questions guided the study. A descriptive survey research method was used for the study. The population of the study is 102 consisting of twenty six (26) librarians and seventy six (76) library users. No sampling was made for the study. A questionnaire was used as instrument for data collection, while observation checklist was used to ascertain available facilities for marketing library services. A structured interview was also used for librarians to determine the extent of marketing library services in the libraries. Descriptive statistics of mean and standard deviation was used to analyze the research questions. Qualitative analysis was adopted in analysing data gotten from the interview schedule. The findings of the study revealed that library services are marketed to a high extent (2.72) in federal polytechnic libraries in South-East, Nigeria. Display stand, display rack, online database, information leaflet, and magazine are the available facilities used in marketing library services. Exhibitions, display of new arrivals, provision of suggestion boxes amongst others are the methods used for marketing library services (3.25) in federal polytechnic libraries in South-East, Nigeria. Users utilize (2.96) the marketed library services in federal polytechnic libraries in South-East, Nigeria. The cluster mean (3.11) shows that the librarians agree that lack of effective communication between librarians and users, and inadequate funding constituted the major challenges affecting marketing library services for enhancing library patronage in federal polytechnic libraries in South-East, Nigeria

Item Type: Article
Subjects: Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science
Divisions: Faculty of Management and Social Sciences
Depositing User: Uchenna Eneogwe
Date Deposited: 05 Sep 2025 14:23
Last Modified: 05 Sep 2025 14:23
URI: http://eprints.gouni.edu.ng/id/eprint/5482

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