Identifying marketing tools and strategies to provide a platform to non-users in the use of library and information services

Abstract

This study covers some of the issues relating to marketing strategies and tools that can be used to attract non-users of LIS and the associated products. The reason for this study arose from the fact that the information services staff of The Council for Scientific and Industrial Research (CSIR), one of the largest research organisations in Africa, had become aware that the names of some senior researchers had not, during the past year appeared on the service usage statistics.