E-Resources Marketing in African Academic Libraries

Significant changes are taking place in the digital information environment that necessitate a marketing-oriented paradigm shift in the delivery of e-resources in most academic libraries in Africa. These changes present different challenges and prospects in terms of newer skills and programming that require a high degree of adaptability to well-designed marketing ethos in the delivery of e-resources offerings to the increasingly diverse and sophisticated clientele in the academic environment in Africa. This chapter examines the challenges and prospects of marketing e-resources in the digital environment in academic libraries in Africa. It explores the holistic marketing readiness of academic libraries in terms of product orientation, promotion, pricing, delivery channels, skills-set and atmospherics that would ensure that the ultimate exchange of value to their clientele is sustained over time. This will accentuate the survival and relevance of African academic libraries in the current dynamic, competitive, and technology-driven environment in the world.