This section discussed the factors affecting marketing of information resources and services in medical libraries. This is accomplished by conducting a comprehensive review of the related literature in the relevant fields. The next section discussed the challenges for marketing in medical libraries.
3.4.1 The Challenges of marketing information resources and services in medical libraries
Libraries and information products and services marketing like any other system cannot be employed without noting the challenges that can hinder its effectiveness. It is a known fact that no system can run smoothly without one problem or another surfacing. Hence marketing product and services would not be likely to happen without problems. Ramadevi (2018) concluded that academic library staff are confronted with various challenges in the marketing of library resources and services, namely providing the necessary information, varied user, multiple demands and expectations, costs experienced for marketing, the lack of requisite knowledge of the notion of marketing and the library management lacks of support. The challenges of highlighted above, which are administrative specific, could be resolved if the library management does not shun its responsibility. This will give marketing the attention it so much deserves. Sikes (2018) found that transport and restricted access to technology and internet service are some of the challenges of outreach services in Washington Public library.
Robinson, Kerr-Campbell and Patrickson-Stewart (2020) identifying that lack of access to grey literature and lack of organization led to the limited use of grey literature of marketing grey literature.
Adomaa (2021) added that several challenges could prevent the library from efficiently marketing its resources. These include, among other things, a lack of marketing common understanding about user requirements, absence of business competence between librarians and information scientists and a lack of awareness of how much information services may help improve research activity. This implies that efficient marketing can only be achieved in medical
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libraries if they clearly understand the marketing concept as a whole. Bhuyan and Bipasha (2021) show that poor organizational policy, a lack of ICT friendly environment, a lack of appropriate knowledge of how to use tools, a lack of funds and a lack of regular power supply, among other things are the challenges of using social networks in marketing resources and services of the library. Other marketing challenges, as noted by Odunlade, Akinde and Ojo (2016) included inadequate skills network problems and a lack of funds. Thu and Lixin (2018) concluded that many libraries are entirely in need of funds while some others have inadequate funds to make provision for marketing. A few libraries looking for funds from grants or affiliation. Accordingly, libraries ought to have an independent source of funds for marketing separate from their overall budget. Therefore, the agencies responsible for budget allocation to libraries have to allocate funds explicitly for marketing because of the significant role it plays in the library.
According to Lamba (2019), Edewor et al. (2016), Lamptey (2016), Aderibigbe and Farouk (2017), Igwela and Owate (2016) and Enweani, (2018) other challenges of marketing in medical libraries are: lack of preparedness by the library to invest in marketing its resources and services and the absence of a marketing strategy, the presence of one digital promotional activity in the library, the absence of the social platforms used by the library to market its products and services, the dearth of facilities/tools, such as irregular power supply and lack of functional computers with internet connectivity, lack of awareness in the existence of the library products, shortage of fund and low computer literacy among library staff. The challenges of marketing of information and library resources as highlighted by Lamba (2019), Edewor et al. (2016), Lamptey (2016), Aderibigbe and Farouk (2017), Igwela and Owate (2016) and Enweani (2018), indicates that most of the libraries, particularly in Nigeria are not prepared for this task. Consequently, this adversely affects marketing of information resources and services in medical libraries. Therefore, a well-designed marketing policy is so much required if this goal is to be achieved. This is in line with 7Ps, marketing mix and SERVQUAL model which reiterates that process and reliability are the mechanisms and flow of activities by which the library delivers resources and services to its target users consistently and accurately.
It includes the logistics, the marketing plan and all the other necessary steps to ensure effective and successful marketing of information resources and services in the library.
Igwela and Owate (2016) added that library and information services are confronted with numerous difficulties concerning marketing their services. These difficulties include foreign
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exchange, the intangibility of products, difficulty in measurement and evaluation performance, level of illiteracy, users are difficult to convince and poverty levels. Chegwe and Anaehobi (2015) identify several other challenges which include: a lack of a marketing curriculum in library schools, the casual approach of librarians in supplying information, poor support of library management, the high cost of marketing perceived to impede marketing library services and ignorance of marketing concepts. The challenges of marketing information resources in the libraries, as highlighted by Chegwe and Anaehobi are not different from the ones highlighted by Igwela and Owate (2016). Funding is the most pertinent setback. This is because it is the livewire of the libraries. Unless it is satisfactorily addressed, then the marketing of information resources will continue to be ineffective.
Bello (2015) Amina and Nwanne (2015) and Okon and Umoh (2014) assert that the most significant challenge confronting the marketing information resources in Nigeria is finance, that marketing as should be obvious is a cost-intensive activity. The second challenge is user groups or clients' over-reliance on the internet (web information). Nowadays, individuals find getting information through the internet far less demanding and quicker than getting the same information through traditional information resources centres, for example, the library. A library staff attitude to work is another enormous challenge to information resources marketing in Nigeria. Unlike in most African countries, as reported by Edewor et al. (2016), the significance of marketing challenges in African universities include lack of a marketing plan, the absence of requisite facilities, underfunding and not knowing what to market. Furthermore, understaffing, poor work ethics, a lack of professional training on marketing and lack of library materials are challenges that libraries are still grappling with in terms of marketing information resources and services. Others are the diverse nature of services and clientele and the non- realization of information value. Above are some of the challenges of marketing information resources and services highlighted by the scholars from all angles. There are many more that are not included in the research. Hence, the need to tackle these challenges to ensure effective and efficient marketing information resources and services, particularly in medical libraries.
The next section presents and discusses the measures put in place to address the present challenges of marketing products or resources and services in medical libraries.
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3.5. The Measures employed to facilitate the effective marketing of information