| dc.description.abstract | ABSTRACT
Purpose
This paper discusses the strategies a librarian needs to use to market his/her library or
information services in rural areas in Africa.
Approach
The discussion is based entirely on the authors’ experience in providing library/ information
services to the rural population in African states supplemented with literature review.
Findings
It was found that in an effort to provide effective marketing strategies, the information provider
will need to understand the kind of environment that characterises the rural areas of Africa.
He/she needs to know the demographic features of the population served, the kind of work
people do, their information needs and seeking behaviour; and the challenges they experience
seeking information.
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Study limitations
Since the discussion is based on the authors’ experience and analysis of literature from previous
studies, the study can not be generalised to reflect the situation on the continent. Rather, it is
indicative of the situation in sub-Saharan Africa.
Practical implications
As not much has been researched on marketing of library services to the rural population in
Africa, it is hoped that the study will encourage information professionals and scholars to carry
out empirical research in this area and in so doing, address the problems that affect provision of
information in rural Africa.
Originality/value
It appears from this discussion that the kind of marketing strategies to be adopted in rural Africa
will need to take into account the kind of environment that exists: one has to understand the
demographic features of the population to come up with appropriate strategies. Without this, the
exercise is likely to be futile.
Keywords
Africa, Marketing of Libraries, Marketing Strategies, Rural Libraries | en_US |
