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This study aims to investigate a framework for improving library services and resource usage in a private higher education institution in South Africa. Marketing of library services and resources has a great impact on their usage. If marketing is not properly applied, libraries can turn into the unused institution, render useless or unused services, no matter how good their available services and resources are.

This multi-method study used questionnaires to collect data from both staff and students at the private higher education institution concerned. The questionnaire was augmented with data collected from staff using group interviews. It is unfortunate that the target institution approved the conducting of the study only on the condition that their name could not be disclosed or used in any study reports. On this basis, the institution is referred to as Campus A for the purposes of this paper.

The study discovered that Campus A lacked key marketing tools, such as a marketing policy for the library, and that it also failed to take advantage of new platforms such as social media and other available computer software and technologies. This has resulted in its users being unaware of certain important services and resources rendered by the library.

The study proposed a framework for library marketing practices to improve services and resources usage as a benchmark for libraries. The study also recommends that the management of Campus A library come together to gather information for the development of an appropriate library marketing policy and also ensure that their marketing strategies take advantage of the latest technology, including social media, by means of which their clients may be easily reached.