Leveraging Competitive Intelligence for Successful Marketing of Academic Library Services

IF 1.9 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
J. Iwu-James, Yacob Haliso, Goodluck Ifijeh
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引用次数: 15

Abstract

Abstract 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.
利用竞争情报成功营销高校图书馆服务
摘要学术图书馆越来越受到侵入性和破坏性技术、不断变化的用户需求以及提供与图书馆类似服务的替代信息提供商的影响。高校图书馆的困境显而易见,这是基于来自上级机构的支持减少和读者减少。面对激烈的竞争,他们必须迅速做出反应才能保住自己的地位。学术图书馆员在了解竞争对手的性质以及吸引客户的原因之前,无法有效地为未来做好准备或定位自己。为了保持相关性,图书馆员必须利用竞争情报(CI)重新制定营销策略。本文探讨了CI原则和策略在高校图书馆营销组合变量中的实际应用。它确定了可以使图书馆营销具有竞争优势的竞争战略。文章还指出了在高校图书馆市场营销中实施竞争情报战略可能面临的挑战,并提出了建议。文章认为,运用竞争情报指导高校图书馆的营销工作,是高校图书馆生存和持续发展的重要保障。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
New Review of Academic Librarianship
New Review of Academic Librarianship Social Sciences-Library and Information Sciences
CiteScore
3.40
自引率
0.00%
发文量
20
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