Marketing Strategies Used By Medical Libraries Of Public Universities For Their Information Resources And Services In The North-Western Geopolitical Zone Of Nigeria

The paper examined the strategies used for marketing of information resources and services in medical libraries of public universities in the North-western geopolitical zone of Nigeria. The main objectives of the study is to identify the major strategies used in marketing of information resources and services and how to enhance the existing marketing strategies for optimum use of information resources and services.An explanatory sequential mixed methods research was used for the study. The study involved medical libraries of four public universities in the zone under study. A sample of 365 number of students and 4 number of heads of the medical libraries were chosen for the study. Questionnaire, interviews and observation were used as instruments for data collection. SPSS and Nvivo software were used to analysed the quantitative and the qualitative data collected. The findingd reveales that the major strategies used include advertisement, notice boards, use of social media, use of posters and pamphlets, exhibition and display, user oreintation program and user education. Others were seminars and workshops, SDI, CAS and handbook. The challenges surrounding the libraries\u27 strategies in marketing the information resources and services were the absence of adequate funding and lack of sufficient facilities that will facilitate marketing the information resources and services, among others. Therefore, it is recommended that there is the need for a policy to guides the strategies in use, adequate training should be given to library staff. The libraries should provide adequate facilities to facilitate marketing of information resources and services to their users