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ABSTRACTS
The purpose of the study was focused on investigating the marketing strategies tools used in promoting library service delivery in academic libraries in Edo State. Three objectives and three research questions were stated to guide the study. More so, the theory of Bartel (1968) titled general theory for marketing for the dependent variable(s) and the theory of Peppers and Rogers (2014) the Customer Relationships Management Theory for the independent variable(s) were used to guide this study. Descriptive survey design was adopted for the study while population of 175 library staff members and students of John Harris Library, John Harris Library was used for the study, out of which 150 was purposively used. But 124 were returned and found useable making a return 83% which is considered representative enough. A well-structured and validated questionnaire was used for data collection and data collected for this study were analyzed using absolute frequency counts and percentages. The findings of this study show that all the strategic tools (library events, social media, and print media) are significant and positively associated with the library service delivery in various units of John Harris Library in the University of Benin. In conclusion, it was recommended that libraries, and library management should invest more in marketing activities that will promote users patronage and service delivery in academic libraries.
Key words: Marketing strategy tools, promotion, library, library service delivery, library events, social media, print media.
