Abstract:Universities in Kenya have subscribed to a range of electronic books and electronic journals through the Kenya Libraries and Information Services Consortium (KLISC). The lack of an effective marketing strategy has been identified as one of the major barriers to their utilization. This paper presents the results of a survey study on the application of a strategic approach in the marketing of electronic resources, or e-resources. The study also sought insights into academic librarians' understanding of marketing principles and the challenges they face in carrying out marketing activities. A questionnaire created using Google Forms was used to gather data. Respondents were recruited by email from institutions that belong to KLISC, and a total of twenty-nine members responded. The responses gathered reveal that although academic librarians are carrying out some marketing activities, the majority of them are not applying a strategic marketing approach.

中文翻译：

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肯尼亚高校图书馆电子资源战略营销

摘要：肯尼亚的大学通过肯尼亚图书馆和信息服务联盟 (KLISC) 订阅了一系列电子图书和电子期刊。缺乏有效的营销策略已被确定为使用它们的主要障碍之一。本文介绍了一项关于在电子资源或电子资源营销中应用战略方法的调查研究结果。该研究还寻求了解学术图书馆员对营销原则的理解以及他们在开展营销活动时面临的挑战。使用 Google 表单创建的问卷用于收集数据。受访者是通过电子邮件从属于 KLISC 的机构招募的，共有 29 名成员做出了回应。