Marketing and Promotion of E-journal in Academic Libraries in Tanzania

摘要

This paper examines promotion and marketing strategies used by academic libraries in Tanzania to make users aware of the availability of e-resources. To collect data, this study used survey. Data were analyzed using an Independent T-Test and One-Way MANOVA using SPSS Version 16. Documentary review of secondary data related to the study was done. Major findings of the study revealed that e-journals are being used in Universities and Colleges in Tanzania despite the various challenges. Various marketing strategies such as use of OPAC, the Web 2.0 and others were used for informing users about a range of available e-resources in academic libraries and thus promoting their access and use. Finally, the recommendations for enhancing the marketing of e-resources are given.