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This paper aims to investigate the adoption of marketing techniques in academic libraries in Ghana, and how they are applied in the promotion of their services to patrons.

Adopting the qualitative research approach, a total of 21 professional and para-professional library staff from three private universities participated in the study. The main data collection instrument was the use of semi-structured interviews. Data gathered was analysed, discussed and presented thematically.

The findings revealed that the study's participants are fully aware of the benefits of inculcating marketing activities into their daily routines and were making efforts at making their users aware of their products and services with the use of various strategies including the deployment of social media tools. Some of the challenges that were discovered to hinder the success of marketing in the libraries were lack of funds, lack of knowledge of marketing techniques by staff and a lack of marketing policy to guide marketing in the libraries.

The findings of this study imply that, even though carried on a few academic libraries, the same can apply to most academic libraries as the characteristics are generally the same.

To boost marketing initiatives in the selected university libraries, the following recommendations informed by the findings of the study are made: creation of marketing policies, increase use of social networking sites for marketing, organization of seminars and workshops on marketing, diversifying sources of funding for libraries and conducting user surveys.

The implementation of the recommendations has the potential to increase the level of interactions between academic libraries and their patrons as well as impact positively on the information-seeking behaviour of library patrons.

Apart from the application of works of other scholars, which have been duly cited and acknowledged, the entirety of this study or research output is the result of the handiworks of the researchers. Again, to the best of the authors’ knowledge, this work has not been a production of existing research nor is earlier published in any journal.

The lack of a country-wide data on the extent to which academic librarians in Ghana publish combined with perceived publishing challenges as indicated by a number of scholars including Opoku (2012) leaves much to be desired. Therefore, the purpose of this paper is to seek the views of professional librarians in Ghana on the subject.

Using a sample size of 45 out of 50 academic librarians who make up the membership of the Consortium of Academic and Research Libraries, the study employed the descriptive survey research strategy in identifying the prospects and challenges associated with academic publications among librarians in Ghana.

Opportunities for growth, institutional encouragement, requirements for promotion, and opportunities for research training are some of the factors that motivated academic librarians to publish in scholarly journals notwithstanding the pressures to perform their professional duties. Challenges often encountered included lack of research grants, high rejection rate of publishing agencies, lack of research skills and difficulty in getting access to research journals.

On the basis of the above, the establishment of research fund and an award scheme for persons or units with the highest number of publications among others are recommended.

With the exception of cited works, all other forms of this research output are the handiwork of the researchers and have neither been a reproduction of existing research nor ever published in any other journal.