ERIC Number: EJ1246671
Record Type: Journal
Publication Date: 2020
Pages: 14
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1361-4533
EISSN: N/A
Leveraging Competitive Intelligence for Successful Marketing of Academic Library Services
Iwu-James, Juliana; Haliso, Yacob; Ifijeh, Goodluck
New Review of Academic Librarianship, v26 n1 p151-164 2020
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. The article also identifies possible challenges in implementing competitive intelligence strategies in marketing for academic libraries and makes recommendations. The article concludes that it is expedient for academic libraries to adopt competitive intelligence to guide their marketing efforts so as to guarantee the survival and continuous growth of academic libraries.
Descriptors: Library Services, Marketing, Competition, Librarians, Academic Libraries, Strategic Planning, Value Judgment, User Needs (Information), User Satisfaction (Information), Commercialization
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A